How the Museum of London got the wow factor

Agency: Coley Porter Bell
Client: Museum of London
Category: Museums, Galleries, Events and Visitor Attractions

Executive summary

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 in 2007, visitor figures were falling1, at a time when museum visits in the UK were increasing2.

The logo was seen as 'business like', a 'no frills establishment' and created uncertainty over what the museum was for and what to expect3.

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.