Image: The newly launched logo (London Museum)
The newly named London Museum has updated its branding ahead of opening in Smithfield
The upcoming London Museum, formerly the Museum of London, has made its new name and branding public.
The museum’s refreshed logo is revealed after consultations with focus groups of 500 Londoners and tourists.
The focus groups told the museum that its old logo, adopted in 2008, was now “unpopular, representing neither our identity nor aspirations”.
It explained: “Londoners told us they wanted the museum to address big issues, be grounded in the realities of London life, and put on entertaining, thought-provoking programming.”
The museum then worked with Uncommon Creative Studio to develop a new logo, and recruited 33 Londoners, from the 32 boroughs and the City including tattoo artists, DJs, chefs to children’s TV producers, boxers and museum conservators. The museum said “Uncommon added some of their own magic and from there the pigeon and its poop was born, becoming a symbol of London’s dualities.”
Sharon Ament, Director of the London Museum, said: “A good logo gets people talking. Our pigeon, cast from London clay, and its splat, rendered in glitter, prompts people to reconsider London.
“The pigeon and splat speak to a historic place full of dualities, a place where the grit and the glitter have existed side by side for millennia. We share our city with others, including millions of animals. Pigeons are all over London and so are we.”
Josh Green, Head of Design at London Museum added: “London Museum’s new brand is characterful and distinctive, and communicates something important about London. Over time people will come to recognise the pigeon and splat as signifiers of London Museum and everything it stands for.”
