Museum of London unveils new brand identity

Museum of London unveils its new brand identity, created by Coley Porter Bell, as part of its largest ever redevelopment. This is the first time the Museum has undergone a radical change in identity since the late 1970s.

The re-branding will bring together the Museum's venues and values with new naming and identity. The roll out paves the way for the opening of spectacular new galleries at Museum of London in Spring 2010.

The positioning behind the re-brand stems from the life blood of the organisation: the vibrant, rich, culturally diverse histories and ever-changing city which lends its name to the Museum - London.

The bold new visual identity resembles a thumbprint signifying the people that have left their 'mark' on London throughout its history. Designed to represent an ever-changing city, the coloured layers map out the shape of London's past, present and future. The logotype draws influences from the city's typographic heritage echoing iconic street signage.

The different sites of the Museum will now be known as Museum of London, Museum of London Docklands and Museum of London Archaeology. The colour palettes for the Museum of London Docklands and Museum of London Archaeology are drawn from the layers of the core logo so they form a relationship to the main brand identity. It creates a family of three destinations all united to inspire a passion for London past, present and future.

It's an exciting time in the run up to the opening of the new galleries, with Museum of London Archaeology turning up extraordinary finds, from Shakespeare's first theatre to early Londoners on the Olympic site, and Museum of London Docklands celebrating its 5th birthday with record visitors to its Jack the Ripper and the East End exhibition.

Professor Jack Lohman, director of Museum of London, says, ''Our new brand perfectly captures the vitality of the city and the people whose stories we tell. The new logo unites our three sites and the extraordinary diversity of the Museum's activities. These are exciting times for Museum of London, and I'm thrilled that the energetic, provocative and vibrant nature of our project has found such a striking visual identity."

Stephen Bell, Creative Director at Coley Porter Bell added, ''It was great as a London design agency to change perception of a Museum that celebrates London and Londoners. Our identity avoids clichés - no landmarks or skylines but is a living, breathing entity which reflects diversity and change.''