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THE ROLLING STONES: Back in 1970, a young art student from the Royal College of Art got a call from Mick Jagger, who had called the school looking for a talented young artist to create a tour poster - the student obliged, and thus began John Pasche's successful relationship with the Stones. According to an article in Businessweek, ''Later, Jagger called back. The Stones were going to launch their own label and they needed a logo, could Pasche design it? He met with Jagger again where the singer ''talked about things he liked and things he didn't like, nothing too specific,'' explains Pasche, ''and then I just had this idea''. While an obvious reference to Jagger's features (not especially flattering, but Jagger didn't seem to mind) Pasche says that the main reason that the thick red lips and sticking out tongue seemed so right was because it was blatantly anti-authoritarian and ''they were still the bad boys of rock and roll at the time''. The style came out of Pasche's fascination with Pop Art-its directness and simplicity, he says, ''is probably why it stood the test of time''. The fact that both it and the band have (save one or two personnel changes) remained basically the same has turned it into an icon.'' A few years back, The V&A Museum bought the original logo artwork for a whopping $92,500! According to the head of exhibitions at the museum, ''The Rolling Stones 'Tongue' is one of the first examples of a group using branding and it has become arguably the world's most famous rock logo.''
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