Making a splat: Museum of London reveals new name and bird-themed identity

A “humble observer of London life” wanders Hyde Park
Photo: Conrad
It is in the middle of a massive, £400m-plus move and now the Museum of London has taken the next logical step: announcing a rebrand centred around the image of a defecating pigeon.
The institution, which has also given itself the radical new name of, wait for it, London Museum, says on its website that the re-imagination came about following consultation with “500 Londoners and tourists”. Thirty three London creatives then helped to form a visual identity based on the findings.
The pigeon is a “humble observer of London life”, according to the museum. The museum's director Sharon Ament adds that the logo represents “a historic place full of dualities, a place where the grit and the glitter have existed side by side for millennia.” The “glitter”, naturally, is represented by the bird logo’s glistening faeces.
The London Museum is edging closer to opening its Smithfield location—currently expected to happen in 2026—making this a sensible time to make a statement. After all, “a good logo gets people talking”, Ament says. The issue being, of course, that a not so good one does too.

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