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The Museum of London has unveiled a new logo in collaboration with Uncommon Creative Studio. The museum’s London Wall location is set to close and the museum will move to Smithfield Market in 2026.
The new logo features a large golden dove, which appears to be made of porcelain, with the bird droppings made of gold glitter. The museum’s director Sharon Ament said the design was meant to symbolize London’s “grit and glitter” mix. Chief curator Francis Marshall said the dove has been a fixture of London’s landscape for more than a millennium and is a symbol of the city.
The museum aims to make the museum attractive while reflecting the reality of London. The new logo was designed in collaboration with 33 Londoners, including artists, chefs and museum professionals.
The response was cynical. Locals said the pooping logo was embarrassing and a waste of time and money. “I lived in London for 15 years and never heard anyone talk about pigeons,” said Maxwell Bloufield of the museum’s newsletter, the Maxwell Museum.
This logo completely changes the impression that comes to mind when thinking of a museum. It is appealing in that it causes conflicting interactions in people who see it. The visual clash of what is considered dirty with smooth porcelain and gold glitter is interesting. The question that comes from describing oneself as a pigeon that poops gold and the realism that it represents animals that live together on the streets of London instead of famous things are strangely mixed. It would have been a good fit for a modern art gallery, but I have mixed feelings about it representing London.
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