To create a new brand identity for Museum of London as part of its largest ever redevelopment - the first time the identity has undergone a radical change since the late 1970's. Also to pave the way for the opening of spectacular new galleries in Spring 2010.

The bold 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 its past, present and future. The logotype draws influences from typographic heritage echoing iconic street signage.Each of the 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 each site are drawn from the layers of the core logo so they form a relationship to the main brand identity.

The brand identity has created a lot of noise in the design community with Creative Review and other sites debating it on their blogs. The identity has already won a Mobius award and was shortlisted in the overall best in show for brand identity.It has created an increase in awareness and interest in the Museum and is already proving a talking point in the run up to the opening of the new galleries.