Hi MLE,
Of course, the old logo was looking a dated, but at least it had an idea. "Shadows," as found in the shadowed type, is not only something we have all seen before, but it's not really an interesting idea, at least not in the way it executed here.
In application, the tone of voice is not clear. In the blue and orange cards, it's a bit edgy, jarring and somehow aggressive. In the more muted colours of the bus shelter ads, it's more approachable and subdued, like a different person.
Sadly, this is actually quite prominent museum here in East London, I do think it deserved better.
Or maybe I'm being too harsh? Maybe next time we talk, it will have grown on me. Or maybe not. Let's see... :)
More info here at Under ConsiderationSuzan
