Almost halfway through the major redevelopment project of the former Museum of London, founded in 1976 and dedicated to stories of Londoners across time, the institution has launched its new quirky icon: a white clay pigeon with a gold poo splat. As stated by the Museum itself, the choice has been driven by the willingness to evolve and stay relevant by reaffirming its presence through thought-provoking and fun programming. The old icon, according to the museum's director, was old and unpopular, and no longer aligned with its identity and aspirations.

Turning to 500 Londoners and tourists through focus groups, workshops and surveys to get their thoughts, the head of the museum's design department and the co-founder at Uncommon Creative Studio chose eventually the pigeon as the new icon of the Museum. The pigeon is “an impartial and humble observer of London life”, writes London Museum director Sharon Ament, which makes it a perfect symbol for a city “ where the grit and the glitter have existed side by side for millennia”. However, the intention to do something remarkable by using the urban bird as a reflection of the diversity and ever-changing beauty of London, that the London Museum aims to share, has been met with split opinion, causing debate and discussion around its suitability and straightforwardness.

Opening image: “Pigeon and Splat” new logo for London Museum. Courtesy © London Museum.