The Stone's Steel Wheels tour of 1989/90 was a watershed moment in the history of touring rock'n'roll shows. An enormous financial success, it marked The Stones' return to full commercial power after a seven-year hiatus in touring marked by well-publicized acrimony among band members. With merchandise sales underwriting the concert, sponsorship, merchandising, radio, television, and film rights, it became the most financially successful rock tour in history up to that time. Our design the overall graphic 'look' of the Steel Wheels package, from album to stage graphics, from update of the band's famous lips logo to a 100-item range of tour apparel, created the visual cement for the definitive touring rock brand.