In this exclusive interview, creative director Mark Norton looks back on three decades of collaboration with The Rolling Stones on their visual identity, from a first lucky contribution to the Stee...
In this exclusive interview, creative director Mark Norton looks back on three decades of collaboration with The Rolling Stones on their visual identity, from a first lucky contribution to the Steel Wheels tour to his latest work for their Sixty tourAs The Rolling Stones Sixty tour is in full swing across Europe, we talk to creative director Mark Norton of London-based agency Thinkfarm.
and was also behind the [2012] London Olympics. But then he was still a young man who worked for Pink Floyd and had designedshow, and as a young architect, decided he didn’t really want to make buildings, he wanted to make temporary architecture. And he found that the rock and roll shows were the perfect medium for it – as an articulate designer myself, I was fascinated by that.
We worked on a look and a logo and tried to get to the soul of what this idea might be. There were a lot of conversations with Mick [Jagger] at the time, and he has always been incredibly on it in terms of art and branding and what’s the story of The Rolling Stones; there was a conversation about stuff he’d been reading about, a William Gibson book called, about the life of an avatar character. This was 1989, a very early probe into the future.
From that moment, branding and identity and the role it plays in cementing [the relationship between other elements] was at the centre of everything we did.W* Tell us about the re-energised tongue logo for The Rolling Stones’ 60th anniversary. What was the process to create it?There always has been a sort of relentless drive there, never to be old, never to be retro. Every time they’re creating a new project, it actually is about the reinvention of them.
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