Keep Calm and Carry On: Origins and Story
“Keep Calm and Carry On” is one of the most iconic slogans of the 20th century, embodying
resilience and a stoic attitude in the face of adversity. Despite its modern-day ubiquity, the
phrase has a fascinating history rooted in World War II.
The Origins
The slogan was originally conceived in 1939 by the British government, specifically the
Ministry of Information. At the time, the United Kingdom was on the brink of war with Nazi
Germany, and the government sought to bolster public morale and prepare citizens for the
trials to come. The Ministry designed a series of motivational posters, each featuring a short,
reassuring phrase accompanied by the simple yet striking image of the Tudor Crown (a
symbol of the state).
Three key slogans were developed as part of this campaign:
1. “Your Courage, Your Cheerfulness, Your Resolution Will Bring Us Victory.”
2. “Freedom Is in Peril. Defend It with All Your Might.”
3. “Keep Calm and Carry On.”
The third slogan, “Keep Calm and Carry On,” was meant to be deployed in the event of a
major crisis, such as a German invasion or sustained bombing campaign. Its purpose was to
encourage citizens to remain composed and steadfast in the face of danger.
Limited Use During the War
Interestingly, the "Keep Calm and Carry On" poster saw very limited use during World War II.
While the first two slogans were widely distributed and displayed in public spaces, the third
poster was largely kept in reserve. It was printed in significant quantities—approximately 2.5
million copies—but was never officially released on a large scale. The government’s decision
to withhold it may have been due to concerns about its tone or relevance as the war
progressed.
Most of the printed copies were eventually recycled as part of Britain’s wartime paper drives.
As a result, the slogan remained largely unknown to the public during the war years.
Rediscovery and Modern Popularity
The "Keep Calm and Carry On" slogan was rediscovered decades later, in 2000, when a
single surviving copy of the poster was found in a secondhand bookshop in Alnwick,
Northumberland. The shop’s owners, Stuart and Mary Manley, displayed the poster in their
store, and it quickly captured the imagination of visitors.
Recognizing its appeal, the Manleys began reproducing the design on a range of
merchandise, including postcards, mugs, and posters. The simple yet profound message
struck a chord in the early 21st century, resonating with people seeking inspiration and
reassurance in uncertain times.
Cultural Impact
Since its rediscovery, "Keep Calm and Carry On" has become a global phenomenon,
spawning countless parodies and adaptations. Variations on the original slogan, such as
“Keep Calm and Drink Tea” or “Keep Calm and Code On,” have been embraced across a
variety of contexts, from pop culture to corporate branding.
The slogan’s enduring popularity lies in its timeless message: the importance of maintaining
composure and perseverance in the face of challenges. Though born in a specific historical
moment, it has transcended its wartime origins to become a universal mantra for resilience
and optimism.
Conclusion
"Keep Calm and Carry On" is more than just a phrase; it is a testament to the power of words
to inspire and unite. Its journey from a little-used wartime poster to a modern cultural icon
underscores the enduring human need for reassurance and hope in difficult times. Today, it
serves as a reminder of the British wartime spirit and a call to face life’s trials with courage
and determination.