![]() “Today you can find a lot of images that somehow blend the ‘Keep Calm and Carry On’ quote with a brand however, most of these are generated by super fans as opposed to being created by a brand. “Brands are always trying to talk to their audiences in a way they want to be spoken to, so they did this initially,” added Suarez. They have to be incredibly unique or it will seem like a ‘me-too’ attempt.” “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. Pages 178-194 Received, Accepted, Published online. Rebecca Moosavian School of Law, Northumbria University, Newcastle, UK Correspondence .uk. “You can put anything in it, and it goes.” Original Articles ‘Keep Calm and Carry On’: informing the public under the Civil Contingencies Act 2004. “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. Keep Calm And Dance Mambo Dance T Shirt Starts at 12.99 BUY Keep Calm Im An Elphick Last Name T Shirt Starts at 16.99 BUY Keep Calm And Let Oesterreich Handle It Funny Parody Name Hooded Pullover Starts at 37.98 BUY Keep Calm And Let Comrie Handle It T Shirt Starts at 12. 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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