“Keep Calm and Carry On” is now one of the most recognizable slogans in British history. Its resilient message has become extraordinarily commonplace, with the phrase used to sell everything from mugs to flight bags and baby clothes. Its formula is instantly recognizable, whether referring to zombies or Vikingism.
This pervasiveness has served to reinforce a popular view of life on the Home Front during World War II. It also obscures the complicated history of a poster that was designed on this day 75 years ago, but surprisingly was not seen in public until very recently, in 2001.
Lost and found
The slogan was coined following a meeting between Ministry of Information officials and the Treasury on 27 June 1939. It was designed to lead a series of three “Home Publicity” posters that would be issued in the event of war and 2.45 million copies were printed in the days before World War II was declared. But its display was never officially authorised, and so never went ahead.
Only a handful of the originals survived when stocks were pulped during an extensive wartime recycling campaign. Some of the posters had been distributed to police stations for safe-keeping and were accidentally overlooked, but even these remained hidden from view for more than 60 years.
This would all change when a dusty copy of the “Keep Calm” poster was re-discovered at the turn of the 21st century. It was found in 2000 within a box of books bought at auction by Stuart and Mary Manley, the owners of a second hand book shop in Alnwick, Northumberland. The Manleys decided to display the poster it in their shop and began to sell reproductions in 2001.
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