Torn Cloud Painting 73, 1972, Joe Goode. Oil on canvas. 72 x 96 in. Collection of Joe Goode & Hiromi Katayama. © Joe Goode

The Los Angeles County Museum on Fire, 1965–68, Ed Ruscha. Oil on canvas. 53 1/2 x 133 1/2 in. Hirshhorn Museum and Sculpture Garden, Smithsonian Institution, Washington, D.C., Gift of Joseph H. Hirshhorn, 1972. © Ed Ruscha. Photography by Lee Stalsworth

Standard Station, Amarillo, Texas, 1963, Ed Ruscha. Oil on canvas. 64 1/2 x 121 3/4 in. Hood Museum of Art, Dartmouth College, Hanover, New Hampshire; gift of James Meeker, Class of 1958, in memory of Lee English, Class of 1958, scholar, poet, athlete and friend to all. © Ed Ruscha

Some Los Angeles Apartments, 1965, Ed Ruscha. Self-published book, offset lithograph, 1965 (seconding printing 1970). 7 1/16 x 5 9/16 x 1/4 in. The Getty Research Institute, 86-B19485.c2. © Ed Ruscha

Real Estate Opportunities, 1970, Ed Ruscha. Self-published book, offset lithograph. 7 1/16 x 5 5/8 x 3/16 in. Open to pages depicting 12th & Sentous (southeast corner), and 1140 E. Pico. The Getty Research Institute, 86-B19480. © Ed Ruscha

Every Building on the Sunset Strip, 1966, Ed Ruscha. Self-published book, offset lithograph, 1966 (second printing 1971). 7 1/8 x 5 3/4 x 3/8 in. Open unfolded: 7 1/8 x 297 in. The Getty Research Institute, 86-B19486.c1. © Ed Ruscha

Video: Ed Ruscha speaks about his work, April 2011

Video: Joe Goode speaks about his work, March 2011

Ed Ruscha holding his book Every Building on the Sunset Strip, 1967. © Ed Ruscha. Image courtesy of Jerry McMillan and Craig Krull Gallery, Santa Monica. © Jerry McMillan

Ed Ruscha's studio at 1024 3/4 N. Western Avenue in Hollywood, California, 1970. Photo by Larry Bell. Image courtesy of Billy Al Bengston

Poster for Joe Goode exhibition at Dilexi Gallery in Los Angeles, 1963. The Getty Research Institute, Gift of Michael Asher, 2009.M.30.15. Image courtesy of Jerry McMillan and Craig Krull Gallery, Santa Monica. © Jerry McMillan

Orb, a Chouinard Art Institute student journal, vol. 1, no. 2, 1959. © Ed Ruscha. The Getty Research Institute, 2925-311, v1.no2

Heavy Industry Publications advertising books by Ed Ruscha, ca. 1968. Offset lithograph. © Ed Ruscha. The Getty Research Institute, Gift of Michael Asher, 2009.M.30.1

Joe Goode, Jerry McMillan, Ed Ruscha, and Patrick Blackwell in the studio space they shared while in school at Chouinard, ca. 1959. Photo by Patrick Blackwell. Courtesy of the Joe Goode Studio

Joe Goode in his studio, ca. 1970. Image courtesy of Steven Steinman. © Steven Steinman

An exhibition at Billy Al Bengston’s Artist Studio, with works by Ed Ruscha, Peter Alexander, and John McCracken, 1970. Image courtesy of Billy Al Bengston

Ed Ruscha in his studio at 1024 3/4 N. Western Avenue in Hollywood, California, 1970. Image courtesy of Billy Al Bengston. Photo © Larry Bell

Several Los Angeles artists at Culture Day at LACMA (L.A. County Museum of Art), 1968. Photo by and © Julian Wasser.