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  • Place of origin:

    London, England (written)

  • Date:

    29/04/1970 (written)

  • Artist/Maker:

    Bergman, Jo (writer)

  • Materials and Techniques:

    Printed paper and type, signed in ink

  • Credit Line:

    Purchased with support from The Arts Fund, the Mavis Alexander bequest and the American Friends of the V&A through the generosity of Chris and Nicky Thom

  • Museum number:


  • Gallery location:

    In Storage

This letter, written on behalf of the Rolling Stones by their assistant, Jo Bergman, confirms their request for John Pasche to create a logo to be used in marketing and promotion of their forthcoming tour.

Mick Jagger, singer with The Rolling Stones, had seen Pasche's designs at the 1970 Royal College of Art final degree show. After later meeting to discuss ideas, Jagger showed Pasche an image of the Hindu goddess Kali. Pasche, honing in on the goddess's protruding tongue, was inspired to create his famous logo (S.6120 & 6121-2009), which captured perfectly the impudence of the band, and the prominence and sensuality of Jagger's mouth.

Physical description

Typed letter on pale green paper, headed with 'The Rolling Stones' in dark green script font, with two hole punches on the left-hand side. Signed by Jo Bergman.

Place of Origin

London, England (written)


29/04/1970 (written)


Bergman, Jo (writer)

Materials and Techniques

Printed paper and type, signed in ink


Height: 25.2 cm, Width: 20 cm

Descriptive line

Letter from The Rolling Stones (via their personal assistant, Jo Bergman) to John Pasche confirming that he will design a logo for their forthcoming tour and for merchandise


Paper; Ink




Entertainment & Leisure; Advertising

Collection code


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