Originally created by the founder and president of Paramount studios W.W. Hodkinson, Paramount 352 by Andy Warhol with its distinctly pyramidal mountain shape has been the company’s logo since its inception. Warhol appropriately depicts the snow-capped mountaintop in white, causing the image to pop out towards the viewer. Warhol’s skillful ability to manipulate color is exemplified in this work, the text and mountain appear to pop out three-dimensionally in a manner reminiscent of animated film. Like Paramount advertising its films, Warhol’s Ads series continues to serve as advertisement for Warhol’s artwork. Blatantly acknowledging the commercial nature of American society and urging consumers to continue buying iconic imagery that will forever proposition them with a new and exciting product.
Paramount 352 by Andy Warhol as Part of His Larger Body of Work
Warhol began his career as a commercial illustrator in the 1950s. Warhol’s fascination with the commercial world continued throughout his career as an artist. As a result, he created the Ads portfolio based on popular advertising campaigns and logos in contemporary American culture. These advertisements were not simply a means to sell products, but had become an integral part of American culture. Warhol included the Paramount, Apple and Mobilgas logos in the Ads series, as well as advertisements that featured well known celebrities, such as Ronald Reagan for Van Heusen apparel.