Since the late 1990s the mountain has become one of Ruscha’s most consistent motifs. He produces classic mountains, taken either from images of the Himalayas or from his own imagination. Ruscha has said, “They’re ideas of mountains, picturing some kind of unobtainable bliss or glory … tall, dangerous, beautiful.” He has used these epic backdrops to support a range of ambiguous or bland phrases such as this one here. The deliberately neutral typeface in this work has now become his trademark font, with squared off letters recalling those in the Hollywood sign. He describes it as ‘no-style’ or Boy Scout Utility Modern’.