“We designed the new identity for the London Museum to be as divisive as the city itself with a new city-dwelling icon: a pigeon, complete with glittering splat. It’s an icon for London as much as the museum, created to be a blank canvas for the city to leave its mark. We built the identity from interviews with voices across every borough, from a new scrawl to shaping London clay in a Londoner’s hands to studying bird poo and making it shine. Now, the next iteration of the design system wraps around the museum’s new home in Smithfield, where designers and artists pay tribute to London and its 32 boroughs.”