The logo has remained on all post-1970 albums and singles by the Rolling Stones, in addition to the band's merchandise (from t-shirts to fire lighters) and their stage sets.

Pasche said at the time, "The design concept for the tongue was to represent the band's anti-authoritarian attitude, Mick's mouth, and the obvious sexual connotations.

[13] In New York, Craig Braun as the owner and creative director of the Sound Packaging Corporation,[12] had a deadline to complete the artwork for the band's Sticky Fingers album and he needed the logo from Pasche.

And Marshall Chess, the newly-named president of Rolling Stones Records, was in London said, All I have is a rubber stamp from the sketch, so I said for him to stamp it a few times, put it on a fax which, on a thermal fax machine, the quality is just shit, but I could see the silhouette of it, where the art student was going, very fuzzy, and about 3⁄4 of an inch, so I blew that up to about 12" and I had an illustrator working for me and I said, 'I want you to re-draft this for me'.

– Craig Braun[14]Illustrators at Craig Braun's Sound Packaging Corporation finished the logo by narrowing the tongue, adding more white around the lips and tongue, with black to highlight the throat, then blew it up to cover the entire inside sleeve of the American release of Sticky Fingers album.

[16] In 2008, London's Victoria and Albert Museum (V&A) bought Pasche's original artwork of the Rolling Stones tongue and lips logo for £51,000 ($92,500).

Victoria Broakes, head of exhibitions at the V&A said, "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.

I think the logo not only captures Mick Jagger's signature lips and tongue, but also the essence of rebellion and sexuality that is the allure of all rock & roll at its finest.

[20][21] While The New York Times[9] and others have previously stated that John Pasche created the tongue and lips logo, older sources have indicated otherwise.

It is now used widely on most of the Rolling Stones' merchandise, including t-shirts, sweatshirts, socks, coasters, luggage tags, whisky flasks, belts, baseball caps, credit cards etc.

In 2017, Remi Matsuo designed a variation of the logo for merchandise sold as part of a collaboration between the Rolling Stones and her band Glim Spanky.