single or the band’s letterhead,” according to the Times, “quickly became ubiquitous,” appearing on everything from stage sets and posters to t-shirts and lighters across the globe, and ultimately, turned out to be “the most famous logo in rock ’n’ roll.” What “began as a tiny emblem, something to adorn a 45 r.p.m. He told the Times, “I just immediately picked up on the tongue and mouth.” In exchange for £50 and a £200 bonus, Pasche drew up various Pop Art-inspired takes of the tongue and lips logo, which the band would come to adopt as a central element of their branding. The goddess’s widely opened mouth and protruding tongue. According to Pasche, Jagger “was ‘more interested in the Indian nature of it,’ Indian culture in Britain being quite trendy at the time, but the designer was struck” by something else.
In a subsequent face-to-face, “Jagger showed Pasche an illustration of the Hindu deity Kali, which had seen in a shop near his home and asked if he could borrow,” the New York Times recalls. “The Stones were going to launch their own record label and they needed a logo,” and could Pasche – still a student at the time – “design it?” Pasche’s involvement would ultimately prove to be far from a one-off gig, as months later, Jagger called back.
The Royal College of Art’s recommendation? A Master of Arts student in his final year named John Pasche, who – following a meeting with Jagger – would come on board to design the classic 1930s and 40s travel-inspired poster to announce the impending string of shows.
The Mick Jagger-fronted band – just 8 years old at the time – was in need of a poster for the tour, which was slated to start that summer in Malmo, Sweden. In 1970, ahead of its 23 show European tour, someone from The Rolling Stones’ camp reached out to the Royal College of Art in London.
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