The Museum of London has unveiled a new logo as part of its rebranding effort, but it hasn’t been met with universal approval. The institution, soon to be renamed London Museum, will relocate to Smithfield Market in 2026 after significant delays and budget overruns.
The new logo features a white clay pigeon with a glittery golden excrement, a design intended to symbolize the city’s mix of “grit and glitter,” according to museum director Sharon Ament as per Artnet. Senior curator Francis Marshall emphasized that pigeons have been a part of London’s landscape for over a millennium, thus becoming a symbol of the city.
However, the logo has not won over all Londoners. Maxwell Blowfield, who writes for the museum industry newsletter maxwell museums, criticized the choice. “In 15 years of living here, I can tell you nobody talks about pigeons,” Blowfield said. He also questioned the logo’s uniqueness, pointing out that Paris is using pigeon-themed merchandise for the 2024 Olympics.
The museum asserts that the rebrand aims to keep the institution engaging and relevant by reflecting London’s diverse realities and stories. The new logo was designed by Uncommon Creative Studio, which consulted with 33 Londoners from various fields, including artists, chefs and museum professionals.
Ament defended the logo, stating it encourages people to reconsider London and acknowledge its coexistence with its animal inhabitants. Despite the detailed rationale behind the design, some remain skeptical. Blowfield remarked, “The logo seems to lack a meaningful representation of what makes London exceptional, which is, in itself, quite exceptional.”
London Museum
150 London Wall
Barbican, London EC2Y 5HN
United Kingdom
