Posters featuring the slogan Keep Calm and Carry On, once distributed throughout London during World War II, have seen resurgence in popularity. The iconic design is recognized by its recognized by the capital lettering set against a bold red backdrop with a crown atop the text. It is near impossible to go a day without seeing a tote bag, coffee mug, or Web page (namely the Visual Rhetoric course site) sporting the statement. Though the intended message has long been forgotten, the posters’ minimalist design has enabled the creation of countless incarnations and has popularized a style of design from a bygone era.

Arguably, the source of the Keep Calm logo’s popularity is its variability. The bold, sans-serif typeface lends an air of authority, making even goofy statements inserted in place of Keep Calm and Carry On seem witty. The small size of the crown allows for the insertion of a variety of symbols relating to the changed text. For example, decorative Keep Calm and Eat a Cupcake posters (left) substitute the icon with the silhouette of the pastry. The color palate is limited to only two hues, making for added changeability depending on the product or motto being shown. Design adaptations range from functional, like for advertisement purposes to silly, such as for apparel items. With the ease of making new posters (Keep Calm generators are abundant online), it does not look like the trend will die out anytime soon.

Given the number of variations that have come about since the documents’ publication in the 1930s, relatively few people likely know of their original utilitarian purpose. In fact, few people would probably credit it as being a government-issued document as it is bold, clever, and classic due to its sleek font and vivid coloring. The posters’ simplicity and timelessness will keep Keep Calm and Carry On in the cultural lexicon for some time.