Ben Eine U. K., b. 1970

Ben Eine’s work is a celebration of font and graphics, exploring the individual characteristics of letters – their shapes, their curves, their lines – to reveal the semiotic beauty therein. Much of his work draws on slogans and colloquialisms familiar to a British audience to confront the viewer with a direct and inescapable message. In this case, Eine appropriates a mantra so often associated with propaganda and uses it to express the importance of individual expression while also hinting at its futility.