How Goddess Kali Inspired The Rolling Stones' Iconic Tongue and Lips Logo

In 1969, as The Rolling Stones were already cementing their place as rock legends, Mick Jagger began searching for a visual identity that could represent the band's rebellious attitude. It was around this time that Jagger's brother, who had been an early visitor to India, introduced him to Indian culture through literature.

One image that particularly caught Jagger's eye was the disembodied tongue of the Hindu goddess Kali. This depiction of Kali, with her fierce expression and outstretched tongue, struck a chord with Jagger, who saw in it a symbol of defiance, anti-authoritarianism, and power—qualities that resonated deeply with the Rolling Stones' ethos.

Seeking to translate this vision into a logo, Jagger approached John Pasche, a student at London’s Royal College of Art, in 1970. Pasche had already designed a tour poster for the Stones and was then tasked with creating a logo for their new label. Inspired by Jagger’s fascination with the Kali image but wanting something simpler, Pasche designed the now-famous “Tongue and Lips” logo.

Contrary to popular belief, the logo wasn’t created to represent Jagger’s lips, though many people have made that connection due to the likeness. Instead, it was intended as a symbol of protest and defiance. Pasche’s design reflected the Stones' raw energy and their position as the “bad boys” of rock, standing in opposition to mainstream authority and conventionality.

The logo made its first appearance in 1971 on the inner sleeve of Sticky Fingers, an album famous for its daring cover designed by Andy Warhol. Though many mistakenly credit Warhol for the creation of the logo, it was Pasche’s work that gave the Stones their visual identity.

Over the years, the logo underwent small modifications, such as those made by designer Craig Braun for the U.S. release of Sticky Fingers, but its essence remained unchanged. Despite the logo’s enormous success, Pasche initially received just £50 for his design in 1970, though he did begin receiving royalties by 1976. In 1982, however, legal complications led him to sell the copyright to the band for £26,000.