The characterful and distinctive new logo is designed to represent "a symbol of London's dualities," - and like all of the best logos, it's a little deeper than it first appears.
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... Pigeons are all over London and so are we.
After a series of focus groups and consultations with over 500 Londoners, London Museum discovered that its existing design, adopted in 2008, had become "unpopular, representing neither our identity nor aspirations".
"The answer had been strutting around in front of us the whole time. You can find it in the grit and the glitter, proud in every borough, and now immortalised in this identity."
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