London Museum: Glittery pigeon poo splat logo divides opinion

Josh Green, from designers Uncommon Creative Studio, which came up with the logo, said: “London Museum’s new brand is characterful and distinctive, and communicates something important about London.”

Nils Leonard, co-founder at Uncommon, added: “We wanted the pigeon to also become a reflection of the diversity and constantly changing beauty of the city.

“So we designed it as a blank canvas that could mirror the influences, identities, ideas or events shaping London.”

The designers said they recruited someone from each of the capital’s 32 boroughs who had “made their mark on London”, ranging from tattoo artists to DJs, to help them come up with the idea.

They also consulted 500 other Londoners about the rebrand.

Ms Ament added: “A good logo gets people talking. Our pigeon, cast from London clay and its splat, rendered in glitter, prompts people to reconsider London.”