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  • Writer's pictureMarc Johnson

Keep Calm


And Carry On…

I just bought a nifty coffee mug emblazoned with the five words – Keep Calm and Carry On. (It seemed like the right kind of mantra at home and the office!)

After the second cup from the handsome mug, I got to wondering about the origins of that phrase. Turns out the British government during some of the toughest days of the Second World War commissioned a limited series of posters aimed at keeping the British upper lip adequately stiff.

The “Keep Calm” poster was the third of the trio and would have been rolled out only under the most dire circumstances, like the Nazis invading across the English Channel. While the other posters – Your Courage, Your Cheerfulness, Your Resolution, Will Bring Us Victory and Freedom is in Peril, Defend it With All Your Might – were widely used to buck up the hard pressed population of the Empire, the Keep Calm slogan was never used publicly.

The third poster disappeared for years until discovered, wouldn’t you know, by a used bookstore owner in a box of old books in his shop in the north of England.

Bookstore owner Stuart Manley told the Guardian that he originally thought the poster was, “a big piece of paper folded up at the bottom [of a box]. I opened it out, and I thought, wow. That’s quite something. I showed it to Mary, and she agreed. So we framed it and put it up on the bookshop wall. And that’s where it all started.”

The British version of the public television series Antiques Roadshow recently featured a woman who had been given 15 of the original posters by her father. It was estimated the posters – maybe the largest stash of originals – are worth several thousand pounds.

Now the slogan – approp in almost any circumstance and really great simple, positive messaging – has a whole new lease on life. In many ways, its the perfect melding of message, design, simplicity and elegance and you see the wording everywhere, on coffee mugs, tee shirts, wallpaper, posters, even in parody.

My favorite parody, complete with an image right out of the old Hitchcock film North by Northwest, is “Keep Calm and Cary Grant.”

Here is a link to a neat little video history of the posters. Keep Calm, an iconic image from the darkest days of the 20th Century and a testament to how something classic never goes out of style.

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