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About the project
Born in 1775, novelist Jane Austen remains nothing short of a cultural icon. By 2025, her popularity has only grown, with annual book sales reaching 1.5 million copies, many purchased by younger audiences. Fueled by ‘BookTok’ creators and a resurgence of interest in romantic literature, the #JaneAusten hashtag has surpassed 200 million views on TikTok. An upcoming Netflix adaptation of Pride and Prejudice is expected to elevate her global presence even further.
Among England’s most visited literary sites, Jane Austen’s House in Chawton attracts tens of thousands of visitors every year. As her final residence and one of the most cherished Austen landmarks worldwide, it has become a destination of pilgrimage for admirers traveling from across the globe.
The year 2025 marks the 250th anniversary of Jane Austen’s birth, commemorated through a range of special events hosted both at the Museum and online. Having previously developed the existing Jane Austen’s House brand, Pentagram was invited to design a new visual identity to celebrate this milestone year.
The concept takes inspiration from Austen’s deep appreciation for nature and outdoor life. It features a blend of botanical and historical motifs, including the delicate Blush Noisette rose that frames the entrance to the House. First introduced to Europe in 1817—the same year Austen passed away at the age of 41—the rose holds both symbolic meaning and visual elegance.
Additional details include an oak leaf and acorn, referencing a Wedgwood dinner set once owned by the Austen family at Chawton, which Jane mentioned in an 1811 letter to her sister Cassandra. The oak motif also nods to a tree in the museum’s garden, descended from one planted by Austen herself more than two centuries ago. Another feature is the ‘Chawton Leaf’ wallpaper from the Dining Room, where Austen’s writing table is located. This pattern was recreated from a historic fragment discovered in 2018, dating back to the period when she lived in the house.
Pentagram’s Domenic Lippa explains: ‘Without distracting from the original Jane Austen House logo, we aimed to introduce a sense of celebration and occasion to the 2025 identity. Recognisable elements from the House and Jane Austen’s life have been reinterpreted graphically to frame and enhance the existing logo mark.’
Alongside the Chawton Leaf wallpaper from the Dining Room and the Blush Noisette rose at the House’s entrance, the updated design also incorporates the acorn and oak leaf—each deeply connected to Austen’s world and the surrounding natural landscape. ‘We hope this approach provides the museum with a contemporary visual identity that respects the House and supports the many celebrations planned throughout 2025.’
