The Grit & The Glitter

The London Museum’s new identity, "The Grit & The Glitter," was forged from a "Book of Boroughs" research project involving 500 voices across 32 boroughs. Moving away from tired icons, the brand centres on an immortal Londoner: the pigeon. Sculpted from clay dug from the River Thames and paired with a "glitter splat," a icon represents the city's dualities. The system uses "Museum Sans" and "London Hand" typography to blend 19th-century heritage with modern human stories. Renamed the "London Museum," the brand puts the city first—a bold, kaleidoscopic home for 10,000 years of history.