The Museum of London, has revealed a new logo as part of its rebranding , which has sparked mixed reactions. The museum, scheduled to move to Smithfield Market in 2026 after delays and budget issues, unveiled a new log featuring a white clay pigeon with glittery golden excrement.

Museum Director Sharon Ament explained to Artnet that the design symbolizes London’s blend of “grit and glitter.” Senior curator  Francis Marshall highlighted pigeons as long-standing symbols of the city.

The logo has faced criticism, Maxwell Blowfield, writing for the museum industry newsletter maxwell museums, disapproved of the choice, stating, ” In 15 years of living here, I can tell you nobody talks about pigeons.” He also doubted its originality, considering Paris’s pigeon-themed merchandise for the 2024 Olympics.

Despite the criticism, the museum aims to stay relevant by mirroring London’s diverse stories. Designed by Uncommon Creative Studio, the logo was developed with input from 33 Londoners, including artist, chefs, and museum professionals. Ament defended the logo, proposing a new interpretation of London and  its animal cohabitation.

Though London is fairly extraordinary in and of itself, Blowfield said that the embled “seems to lack a meaningful representation of what makes London exceptional.”

#MaltaDaily