Keep Calm and Avoid the Hysteria

Exactly what is the origin of the ‘Keep Calm and Carry On’ motto adorning posters and merchandise worldwide? If you haven't seen it, you don't get out enough.

The motto actually dates back to the Second World War when King George VI was in power. The Ministry of Information (MOI) was formed by the British Government and responsible for publicity and propaganda. A number of posters with morale-boosting slogans were created and displayed across Britain, but the popular ‘Keep Calm and Carry On’ slogan was never officially seen by the public. It was only to be released upon Germany’s invasion of Britain, which didn’t happen. It was eventually discovered and reproduced by historians. And, thanks to modern marketing, this slogan has now become a British icon.

This is nice, because in a subtle way it recognises an appreciation for British troops. But it's also nice for all the companies jumping on the bandwagon using it in their slogans. The words on the original propaganda poster have been trivialised by their use on everything from t-shirts to lame office coffee mugs and even iphone covers.

As an Australian consumer I only became aware of these products last year, and I was immediately curious about their success. The original slogan has evolved to reflect more peaceful times. Latest additions include: Keep Calm and Eat Cupcakes, Keep Calm and Drink Up, Keep Calm and Cuddle Up. Some of these products have cheekily replaced the iconic crown figure on the authentic 'Keep Calm and Carry On' branding, with a logo of their own. And there's been a whole range of copy cat designs appearing worldwide, desperately trying to stand out from the crowd.

It'd be safe to say that most consumers familiar with all, or any, of these products don't even know the slogan's original identity. Which is a shame.