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

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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