In the summer 1965, the MOMA commissions Indiana to design its Christmas card and he submits LOVE.

The card will soon become a hit and in 1966, Indiana has a solo show presenting LOVE in paintings and sculpture. The artwork becomes very popular and Indiana who did not copyright it, despite the advice of Bill Katz, his assistant, will be deprived of much of its royalties.

Today, the artwork is so iconic that its fame has probably surpassed the notoriety of its creator and his other works

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Source: Robert Indiana: Beyond LOVE, Barbara Haskell