The anniversary was celebrated with a series of special events at the Museum and online. Having created the current Jane Austen's House brand, Pentagram was delighted to be asked to create a new visual identity for the celebratory year.
The design incorporates a range of botanical and historical elements, including the delicate Blush Noisette rose, which frames the House’s front doorway. The rose was introduced to Europe in 1817, the year of Austen’s death at age 41.
Born in 1775, the novelist Jane Austen can only be described as a cultural phenomenon. In 2025, she is more popular than ever, selling 1.5 million books annually, many to young readers. Driven by ‘BookTok’ influencers and a wave of romanticism fans, the #JaneAusten hashtag has amassed over 200 million views on TikTok. A new Netflix adaptation of Pride and Prejudice is set to boost Austen’s profile even further.
One of England’s most visited literary landmarks, Jane Austen’s House in Chawton welcomes tens of thousands of visitors each year. As Austen's final home and the most treasured Austen site in the world, it has become a place of pilgrimage for devoted fans from across the globe.
2025 marks the 250th anniversary of Jane Austen’s birth, which was celebrated with a series of special events both at the Museum and online. Having created the current Jane Austen's House brand, Pentagram was delighted to be asked to create a new visual identity for the celebratory year.
The design draws inspiration from Austen’s love of nature and the outdoors. It incorporates a range of botanical and historical elements, including the delicate Blush Noisette rose, which frames the House’s front doorway. Introduced to Europe in 1817, the year of Austen’s death at age 41, the rose carries both symbolic and aesthetic significance.
Other elements include an oak leaf and acorn, referencing a Wedgwood dinner service owned by the Austen women at Chawton. Jane mentioned the set in a letter to her sister Cassandra in 1811. The oak leaf also pays homage to a tree in the museum garden that descends from one planted by Jane herself over 200 years ago. Also featured is the ‘Chawton Leaf’ wallpaper from the Dining Room, which is home to Austen’s writing table. The wallpaper design was recreated from a historic fragment discovered in 2018, dating to the period when Austen lived in the house.
Pentagram’s Domenic Lippa explains: “Without distracting from the original Jane Austen House logo, we tried to bring a sense of occasion and celebration to the 2025 identity. The use of recognisable iconography from the House and Jane Austen's life have been graphically adapted to frame and embellish the existing logo mark.
As well as the Chawton Leaf from the Dining Room wallpaper, and the Blush Noisette rose from the front of the House, the new design references the acorn and oak leaf—each rooted in Jane Austen’s world and the natural beauty that surrounded her. We hope we’ve given the museum a modern graphic identity that honours both the House and the many celebrations throughout 2025.”
