How the Museum of London got the ‘wow’ factor.


With its cutting edge research and over 2 million objects, the Museum of London has all the ingredients to be a world class museum. However, it was failing to capture the public’s imagination. When Coley Porter Bell was approached, visitor figures were falling, at a time when museum visits in the UK were increasing. CPB had to decipher how to bring the brand to life to make the Museum of London matter to visitors far and wide.

The logo was seen as ‘business like’, a ‘no frills establishment’ and created uncertainty over what the museum was for and what to expect. With funding for the redevelopment of the lower galleries recently approved, a new positioning and identity was needed – to act as a strategic blueprint for the new galleries, to raise the Museum’s profile, attract new visitors and guide everything the Museum was doing.


We needed to inject a sense of dynamism into the brand and connect the past with London’s global role today. We defined the brand idea as: “Fundamentally London – alive with contrast, ideas and discovery”. The new positioning and ‘Thumbprint’ identity Coley Porter Bell developed, defined the essence of the new Galleries of Modern London.

In the year after the rebrand visits to the Museum of London rose by 79%. The new galleries were heralded by Time Out under the headline ‘How the Museum of London got the wow factor’.