Fred Herzog, like many artists, wasn’t fully appreciated during the time his art was being created, but fortunately, he found respect during his lifetime. Born in Germany in the 1930s during the rising tides of World War II, Herzog emigrated to Canada in the early 1950s after losing both parents and witnessing the destruction of war. He first moved to Toronto, which he found seedy and unattractive, but relocated to Vancouver, a city that would inspire him for the next 40 years.
Herzog developed a unique way of looking at the world, becoming one of the pioneers of color photography. His choice of Kodachrome film and decision to shoot in color when it wasn’t widely accepted partly contributed to his lack of early renown. The cost and inconvenience of processing Kodachrome forced him to be precise, often taking only a single shot to avoid wasting film. It wasn’t until a 2007 exhibition at the Vancouver Art Gallery that Herzog was widely recognized, showcasing decades of work that captured the city’s essence—its neon signs, billboards, posters, and graffiti.
Herzog had a clear affection for Vancouver, finding beauty in the mundane and ordinary. He captured the city without judgment, showing it as it was. Street photography, according to Herzog, involved making everyday things look interesting. He observed the grain of the city, surveying streets, alleyways, storefronts, signs, empty lots, backyards, and waterfronts. He saw North American cities' signage as a defining feature and viewed second-hand shops as condensed reflections of American culture. Everyday locations, to Herzog, were perfect movie sets that needed no embellishment.
His ability to capture Vancouver’s vivid imagery stemmed from years of honing his craft, always knowing he was creating art. Herzog emphasized the importance of seeing and thinking about photography critically, especially in street photography where timing, lighting, background, and contrast are crucial. The photographic process records everything in the frame, important or not. Herzog took over 80,000 photos, experimenting constantly to refine his vision.
Studying Herzog's work taught me to pay more attention to background and lighting, to include signs to mark location, and to understand that creating a strong body of work takes time. I enjoyed this deep dive into Herzog’s work and hope to apply these lessons moving forward, with more explorations of other photographers to come.