The Museum of London has changed its name and unveiled an unexpected new logo in a bid to spruce up the museum’s brand ahead of its planned relocation to Smithfield.

The ‘out-of-the-box’ new logo shows a white ceramic pigeon standing over what can only be described as a golden glitter poo splat – which supposedly showcases the city’s ‘grit and glitter’.

Engaging with 500 locals and tourists via multiple focus groups, workshops and surveys, the museum’s new brand is the result of extensive public consultation.

“A good logo gets people talking. Our pigeon, cast from London clay – and its splat, rendered in glitter – prompts people to reconsider London,” said the museum’s director, Sharon Ament.

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“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. We share our city with others, including millions of animals. Pigeons are all over London and so are we.”

The museum is currently in the process of removing 10,000 objects from its old site after the closure of its former Barbican home in December 2022.

The museum’s head of design, Josh Green added: “[The new brand] communicates something important about London,”

“Over time people will come to recognise the pigeon and splat as signifiers of London Museum and everything it stands for.”