![]() However their efforts were constrained by an earlier agreement that these activities would not begin until later into any future war (with the MOI to initially focus wholly on the issue of official news and censorship). The MOI’s planners had first considered ‘Home Publicity’ in August 1937 and returned to the subject in July 1938. The ‘Keep Calm’ design was never officially issued and only a very small number of originals have survived to the present day. It was produced as part of a series of three posters that would be issued in the event of war (the others read ‘Your Courage, Your Cheerfulness, Your Resolution Will Bring Us Victory’ and ‘Freedom is in Peril Defend it with all Your Might’). 'Keep Calm and Carry On’ was coined by the shadow Ministry of Information (MOI) at some point between 27 June and 6 July 1939. This blog post marks the 75th anniversary of this significant cultural artefact by exploring its place in the British government’s preparations for the Second World War and drawing attention to the Treasury compromise which led to the poster’s creation. Yet its popularity also obscures a more complicated history. The phrase has reinforced a popular view of life in the Second World War and has been reproduced on everything from champagne flutes to smartphone cases. They have to be incredibly unique or it will seem like a ‘me-too’ attempt.The instruction to ‘Keep Calm and Carry On’ has become one of the most recognisable slogans in British history. “Even if brands put their own spins on it, it’s a double-edged sword. “It has jumped the shark,” said Gutfreund. That number dropped to 14,577 posts in 2014. Between 20, the hashtag has been used in over 108,586 posts out of which 47,340 posts were from 2013. A survey of the use of the hashtag #keepcalmandcarryon hashtag on Twitter between September 2010 and present day by social analytics firm Crimson Hexagon, as shown in the chart below, shows that the volume has dwindled after peaking in 2013. More recently, the phenomenon seems to be waning. “You can put anything in it, and it goes.” “It’s just a simple design that can be used in a lot of different ways,” said Fernanda Suarez, social media manager at Huge. The original typeface by the British Ministry of Information was designed to be hard for the Germans to counterfeit it. ![]() The slogan’s classic design has also contributed to its appeal. It helped that it could be easily personalized. In the 2000s, America’s global war on terror had begun, to be followed by the recession, which helped the slogan take off and develop a life of its own, said Christian Hughes, principal and president at agency Cutwater. Retailer Juicy Couture came up with “Keep Calm and Choose Juicy” a few years ago, while Major League Baseball promoted inter-team rivalry by selling sports merchandise such as “Keep Calm and Beat the Red Sox.” E-retailers like Amazon and Etsy have thousands of products with various versions of the slogan. Brands haven’t hesitated to incorporate it over the years. There’s “Keep Calm and Have a Cupcake” merchandise for sweets lovers and “Keep Calm and Kill Zombies” for wannabe zombie slayers. It has also spawned remixes and parodies, in part because brands have come up with their own versions and in part because one U.K.-based company has trademarked the phrase across the European Union and the U.S.Įither way, there seems to be a version for everyone. Since then, it has become a global cultural meme, plastered on everything from T-shirts to coffee mugs to cuff links. “Keep Calm and Carry On” was discovered in 2000 on an abandoned propaganda poster from the Second World War in a second-hand bookshop in England.
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