“It took about two weeks in all, I was sitting there every evening working on it non-stop. According to Pasche, “there were variations of angles and tones of the tongue and lips.” Eventually, one was settled upon. When Pasche first presented his ideas there were some different iterations. For me, creating a symbol for them like that was really an anti-authority gesture.” The fact that Jagger’s physique was similar was a lesser consideration. I just immediately saw the mouth and tongue. H e’d got from his local Indian corner shop of Kali, the Hindu Goddess of Time, Change, Power and Destruction. I went to his house in Cheyne Walk and he presented me with this printed image. Shortly after, Pasche recalls Mick wanting to meet again: “He asked me back to talk about the logo. “We have also asked you to create a logo or symbol which may be used on note paper, as a programme cover, and as a cover for the press book.” Jo Bergman’s letter to John Pasche after this meeting makes it clear that they were looking for something instantly identifiable as the Stones – a graphic identity. I met with Jagger in this large meeting room in Maddox Street. She said ‘The Rolling Stones have rung up – do you want to go and meet with them?’ and it was to talk about the 1970 tour poster. In 2015, Pasche remembered: “One day the lady in the office came through. It was one of the tutors at the Royal College that suggested a 24-year old postgraduate student named John Pasche. Jagger had Jo Bergman phone the Royal College of Art for possible candidates. The band began searching for a young artist to come up with a suitable poster for their imminent Europe tour. As part of that, it was felt that the Stones needed an “identity.” They were free of their previous record contract and looking at a new beginning. It would become common for bands to create their own official group brand logo, and the Rolling Stones are believed to be the first ones to do it. It is one of the most well-known logos in the world, but the now-famous “Tongue and Lips” design did not begin life with anyone believing it would be so iconic.
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