As part of its £437 million project to relocate to Smithfield Market, the Museum of London has officially rebranded as London Museum, marking a significant transformation for the historic institution. Alongside this name change, the museum has introduced a quirky new logo featuring a white clay pigeon and a gold glitter poo splat, designed to capture the unique essence of London.
A Symbol of London’s Dualities
The rebrand, developed by Uncommon Creative Studio, aims to reflect both the grit and glitter of London life. “A good logo gets people talking,” said London Museum director Sharon Ament. “Our pigeon, cast from London clay, and its splat, rendered in glitter, prompts people to reconsider London.” The pigeon was chosen as a symbol of humility and impartial observation, representing a city shared with millions of animals.
Nils Leonard, co-founder of Uncommon Creative Studio, explained the inspiration behind the new icon: “We wanted more than a new identity for this amazing museum; we wanted to find a new icon for London itself. The pigeon, proud in every borough, now immortalised in this identity, reflects the diversity and constantly changing beauty of the city.”
Extensive Public Consultation
The rebranding process involved consultation with 500 Londoners and tourists through focus groups, workshops, and surveys. The museum’s head of design, Josh Green, noted, “Over time, people will come to recognise the pigeon and splat as signifiers of London Museum and everything it stands for.”
A Modern Digital Experience
Alongside the rebrand, London Museum has launched a new website designed to enhance user experience. The site features London Stories, an editorial layer comprising 1,000 tales about the city’s most significant people, places, and events, both historic and contemporary. This content is aimed at making the museum’s stories more accessible and engaging.
Trish Thomas, head of digital innovation at the museum, highlighted the use of AI to digitise and standardise data for the museum’s 7 million objects. The AI-powered system uses natural language processing to create alt text for 130,000 object images, making them accessible to users with screen readers. This innovative approach addresses key user challenges, such as finding relevant content and navigating the collections.
Ambitious Redevelopment
The rebrand comes as London Museum undertakes one of the most ambitious cultural redevelopment projects of the coming decade. The museum is transforming the Victorian-era Smithfield Market building in Farringdon into a world-class facility. The permanent exhibition spaces are due to open in 2026, while the adjacent 1960s Poultry Market building, housing temporary exhibitions and learning spaces, is scheduled to open in 2028.
The relocation project involves the careful removal of 10,000 objects from the museum’s former Barbican site, which closed in December 2022. This massive undertaking is part of the museum’s broader mission to preserve and showcase London’s rich history and vibrant culture.
Looking Forward
With its new name, logo, and digital presence, London Museum is poised to redefine how locals and tourists alike engage with the city’s history. The institution’s bold rebrand and ambitious redevelopment project underscore its commitment to celebrating the dualities and dynamism of London life. As the museum prepares to open its new doors, it aims to become an even more integral part of the city’s cultural landscape, inviting everyone to explore and appreciate the diverse stories that make London unique.
