147:
411:
598:
579:
402:. The leaflet begins "If invasion comes..." and exhorts the populace to "Stand Firm" and "Carry On". The two phrases do not appear in one sentence, as they applied to different segments of the population depending on their circumstances, with those civilians finding themselves in areas of fighting ordered to stand firm (i.e., stay put) and those not in areas of fighting ordered to carry on (i.e., continue vital war work). Each mandate is identified as a "great order and duty" should invasion come. The leaflet then lists 14 questions and answers on practical measures to be taken.
482:
555:
51:
135:
567:
391:
447:", self-discipline, fortitude and remaining calm in adversity. Susannah Walker comments that it is now seen "not only as a distillation of a crucial moment in Britishness, but also as an inspiring message from the past to the present in a time of crisis". She goes on to point out, however, that such an interpretation overlooks the circumstances of its production, and the relative failure of the campaign of which it formed a part.
426:, Northumberland, was sorting through a box of second-hand books bought at auction when he uncovered one of the original "Keep Calm and Carry On" posters. The couple framed it and hung it up by the cash register; it attracted so much interest that Manley began to produce and sell copies. In late 2005,
472:
The company's EU trademark expired on 18 October 2020, and its US trademark was cancelled on 13 July 2018. The company still operates a storefront in which they provide worldwide shipping of Keep Calm and Carry On branded clothing and other accessories. They describe themselves as "The only official
432:
journalist Susie
Steiner featured the replica posters as a Christmas gift suggestion, raising their profile still further. Other companies followed the Manleys' example, and the design rapidly began to be used as the theme for a wide range of products. Mary Manley later commented, "I didn't want it
468:
An application was submitted by
British intellectual property advisor and UK trademarking service Trade Mark Direct to cancel the registration on the grounds that the words were too widely used for one person to own the exclusive rights, but the request for cancellation was rejected and the trade
377:
to imply that the common people would suffer for the benefit of the upper classes. Design historian
Susannah Walker regards the campaign as "a resounding failure" and reflective of a misjudgement by upper-class civil servants of the mood of the people. Stuart Manley suggests that the negative
194:
A career civil servant named A. P. Waterfield came up with "Your
Courage" as one of several suggestions to be used as "a rallying war-cry that will bring out the best in everyone of us and put us in an offensive mood at once". Others involved in the planning of the early posters included:
357:
The posters had been conceived on the assumption that enemy attacks of the civilian population would begin as soon as war was declared, and that there would be a great need for "a copious issue of general reassurance material". In practice, the initial poster campaign co-incided with the
265:
The posters were produced in 11 different sizes, ranging from 15 Ă— 10 inches (38 Ă— 25 cm) up to large 48-sheet versions. The background colour was either red or blue. The lettering was probably hand-drawn by
Wallcousins: it is similar, but not identical, to
1563:
516:), and "Keep Calm and Wash Your Hands". The phrase has been modified in many ways, as noted in the title of a book chapter '“Keep Calm and Carry On” – From Wartime Slogan to One of the Most Frequently Modified Proverbs' by Sabine Fiedler.
1559:
106:", self-discipline, fortitude, and remaining calm in adversity – the poster has become recognised around the world. It was thought that only two original copies survived until a collection of approximately 15 was brought in to the
1880:
190:
was intended to be distributed to strengthen morale in the event of a wartime disaster, such as mass bombing of major cities using high explosives and poison gas, which was widely expected within hours of an outbreak of war.
464:
products. The company's right to claim the trademark was questioned by, among others, the
Manleys of Barter Books, as the slogan had been widely used before registration and was not recognisable as indicating trade origin.
459:
in the EU, CTM No: 009455619, and in the United States, No. 4066622, after failing to obtain its registration as a trademark in the United
Kingdom. The company issued a take-down request against a seller of
847:
West
Australian, 29 September 1938, page 20. "KEEP CALM AND DIG. Grim London Posters. LONDON, Sept. 27. ...Rain-sodden posters exhort Londoners to "Keep Calm and Dig,"". British Pathe video "Keep Calm and
1623:
500:. Messages range from the cute to the overtly political. Examples have included "Now Panic and Freak Out" (with an upside-down crown), "Get Excited and Make Things" (with a crown incorporating
1210:
1010:
597:
1870:
1043:
1751:
821:
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was not sanctioned for immediate public display. It was instead decided that copies should remain in "cold storage" for use after serious air raids (with resources transferred to
227:, MP; W. G. V. Vaughan, who became Director of the General Production Division (GPD); H. V. Rhodes, who later wrote an occasional paper on setting up a new government department;
1398:
870:
527:", promoted with a poster closely based on that of 1939. In late 2012 and early 2013, the "Save Lewisham Hospital" campaign (a protest against proposed cuts in services at
1813:
1689:
440:, providing visual insight into the modernisation and commercialisation of the design and the phrase. As of February 2022 this is no longer available on YouTube.
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1615:
1254:
799:
2093:
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In August 2011, it was reported that a UK-based company called Keep Calm and Carry On Ltd (managed by entrepreneur Mark Coop) had registered the slogan as a
382:
being held back, and that this was an error of judgement: "If they had started with this one, I think it would have been just as popular then as it is now.
578:
469:
mark was still protected in all EU countries. The company subsequently tried to register the slogan as its trademark in both the United States and Canada.
182:
Resolution Will Bring Us
Victory" and "Freedom Is in Peril / Defend It With All Your Might"). Each poster showed the slogan under a representation of a "
1468:
496:
As the popularity of the poster in various media has grown, innumerable parodies, imitations and co-optations have also appeared, making it a notable
373:
as being too long, confusingly worded, and generally annoying due to the sheer number of posters. In particular some had interpreted the message of
200:
2128:
1200:
398:
In late May and early June 1941, 14,000,000 copies of a leaflet entitled "Beating the
Invader" were distributed with a message from Prime Minister
1332:
1000:
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1033:
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1110:
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Detailed planning for the posters had started in April 1939 and the eventual designs were prepared after meetings between officials from the
68:
1362:
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1593:
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campaign. Some copies do appear to have been displayed, but such instances were rare and unauthorised. An October 1940 edition of the
2098:
2078:
83:
did in fact take place, the poster was only rarely publicly displayed and was little known until a copy was rediscovered in 2000 at
1906:
Clampin, David (2009). "'To Guide, Help and Hearten Millions': The Place of Commercial Advertising in Wartime Britain, 1939–1945".
1388:
247:
239:
167:
91:. It has since been re-issued by a number of private companies, and has been used as the decorative theme for a range of products.
866:
1151:
729:
509:
933:
622:
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icon), "Don't Panic and Fake a British Accent", "Keep Spending and Carry On Shopping", "Keep Calm and Don't Sneeze" during the
17:
1821:
767:
255:
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on 27 June 1939. Roughs of the poster were completed on 6 July 1939, and the final designs were agreed by the Home Secretary
76:
42:
687:
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2083:
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146:
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Keep Calm and Carry on and other Second World War Posters: British Home Front Propaganda Posters of the Second World War
531:) made widespread use of a poster with the slogan "Don't Keep Calm Get Angry and Save Lewisham A&E". The efforts of
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2000:
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196:
1244:
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64:
1847:
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analysis of the public response to the campaign was overwhelmingly negative. Criticisms of the posters included
365:
The remainder of the poster campaign was cancelled in October 1939 following criticism of its cost and impact.
38:
1464:
554:
528:
394:"Keep Calm" merchandise, including the original slogan and variants such as "Keep Calm and Drink Tea", 2013
267:
2118:
2063:
1684:
259:
170:
from 27 June to 6 July 1939. It was produced as one of three "Home Publicity" posters (the others read "
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on 4 August 1939. Printing began on 23 August 1939, the day that Nazi Germany and the USSR signed the
2043:
1908:
1249:
315:
2113:
2108:
1358:
1096:
1675:
1871:"Mayor Nenshi has captured Calgary's heart, but the worst, at least politically, is yet to come"
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588:
216:
207:, responsible overall as Director of Home Publicity; William Surrey Dane, managing director at
183:
566:
1065:
345:
512:, "Keep Calm and Call Batman" (with the Batman logo), "Keep Calm and Switch to Linux" (with
362:, and thus to a population as yet completely unaffected by direct encounter with the enemy.
1799:
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204:
113:
8:
2123:
2068:
2047:
1992:
1393:
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1038:
540:
486:
275:
636:, another older motivational phrase that also became popular on decor in the late 2000s.
1954:
1925:
1875:
1066:"England at War Floyd Davis shows how British live and Play after four years of battle"
1005:
490:
341:
320:
232:
2023:
2006:
1996:
1958:
1929:
1778:
929:
659:
633:
608:
481:
399:
328:; a photograph discovered in 2016 shows it on the wall of a government laboratory in
262:, and the posters were ready to be placed up within 24 hours of the outbreak of war.
108:
31:
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1975:
1946:
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366:
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were retained until April 1940, but stocks were then pulped as part of the wider
224:
103:
822:"Original collection of 'Keep Calm And Carry On' posters could be worth ÂŁ15,000"
2073:
543:
made him the subject of parody "Keep Calm and Nenshi On" fundraising T-shirts.
228:
1950:
1275:
1034:"Wartime rebels who broke the ban by displaying Keep Calm and Carry On poster"
50:
2057:
2010:
1921:
1490:
1141:
627:
539:, Alberta, Canada, to encourage and motivate his citizens in the wake of the
532:
497:
350:
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95:
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734:
513:
428:
419:
337:
329:
208:
84:
1979:
1432:
1106:
630:, an American World War II poster which also became popular decades later
485:"Keep Calm and Candy On" painted on boards covering smashed windows of a
243:
134:
1173:
390:
1843:
1793:
1142:"If Invasion Comes. Mr. Churchill's Orders. "Stand Firm and Carry On.""
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359:
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trivialised; but of course now it's been trivialised beyond belief."
271:
159:
During 1938, newspapers were sold with a poster "Keep Calm and Dig".
80:
1937:
Inkster, Nigel; Nicoll, Alexander (2010). "Keep Calm and Carry On".
1616:"Trademark Status & Document Retrieval - KEEP CALM AND CARRY ON"
1305:
1437:
981:
For distinctive features, see for example the terminals of the "C".
762:
99:
37:
This article is about the poster. For the Stereophonics album, see
1966:
Lewis, Bex (2012). "The Renaissance of 'Keep Calm and Carry On'".
1336:
536:
505:
436:
In early 2012, Barter Books debuted an informational short film,
423:
88:
501:
72:
1622:. United States Patent & Trademark Office. 15 March 2024.
1592:. European Union Intellectual Property Office. 15 March 2024.
1526:"Serial Number: 85297485 Keep Calm and Carry On USA Trademark"
290:
were printed between 23 August and 3 September 1939 but while
27:
Motivational poster produced by the British government in 1939
1533:
520:
443:
The poster has become an evocation of British stoicism: the "
354:
magazine in 1944, suggesting a more widespread distribution.
325:
1333:"The Vicious Trademark Battle Over 'Keep Calm and Carry On'"
1465:"Keep calm and carry on items removed from my ebay account"
867:"Keep Calm and Carry On – The Compromise Behind the Slogan"
251:
220:
333:
116:
member. A few further examples have come to light since.
1783:. Hrisztalina Hrisztova-Gotthardt, Melita Aleksa Varga,
1001:"Ban on Silk Stockings: Should They Have Been Rationed?"
235:
was the artist tasked with creating the poster designs.
75:
of the British public, threatened with widely predicted
418:
In 2000, Stuart Manley, co-owner with his wife Mary of
1777:
Diligence Brings Delight: A Festschrift in honour of
1389:"Battle rages over 'Keep Calm and Carry On' souvenirs"
79:. Although 2.45 million copies were printed, and
1646:"Frequently Asked Questions - Keep Calm and Carry On"
1491:"IP group aims to reclaim 'Keep Calm & Carry On'"
1201:"First person: 'I am the Keep Calm and Carry On man'"
1722:"New Batman Easter egg from 'Man of Steel' revealed"
405:
1989:
Keep Calm and Carry On: The Truth Behind the Poster
790:"Keep calm and carry on … bidding for rare poster"
2055:
1150:. Perth, WA, Australia. 26 May 1941. p. 6.
1032:Sawer, Patrick; Hooley, Paul (30 October 2016).
730:"How we made the Keep Calm and Carry On poster"
519:In March–April 2012, the British pop-rock band
246:on 26 June 1939 and between officials from the
30:"Keep Calm" redirects here. For the novel, see
378:reaction to the first two posters resulted in
281:
2094:United Kingdom home front during World War II
1936:
1796:Yearbook of International Proverb Scholarship
1668:
1652:. Keep Calm and Carry On Ltd. 15 March 2024.
1433:"Battle over trademark of 'keep calm' phrase"
340:. An example also features in a drawing of a
1868:
1789:Josip Juraj Strossmayer University of Osijek
1719:
414:An original poster displayed at Barter Books
1352:
1350:
1166:
1031:
2020:Home Front Posters of the Second World War
1586:"EUIPO - eSearch - KEEP CALM AND CARRY ON"
658:. London: Imperial War Museum. p. 6.
504:), "Keep Calm and Have a Cupcake" (with a
63:was a motivational poster produced by the
1846:. Save Lewisham Hospital campaign. 2013.
1382:
1380:
1330:
1291:
1289:
1418:
1416:
1356:
1347:
1245:"Keep Calm and carry on ... into a feud"
860:
858:
856:
854:
758:"The Greatest Motivational Poster Ever?"
653:
480:
409:
389:
49:
2129:Political posters of the United Kingdom
2044:The Truth Behind Keep Calm and Carry On
1905:
1239:
1237:
930:"Keep Calm and Carry On – WWII Posters"
688:"1939: The Three Posters (PhD Extract)"
656:British Posters of the Second World War
71:. The poster was intended to raise the
14:
2056:
2017:
1939:Survival: Global Politics and Strategy
1811:
1674:
1497:from the original on 24 September 2011
1445:from the original on 22 September 2011
1386:
1377:
1286:
1198:
971:from the original on 14 September 2014
864:
770:from the original on 12 September 2017
755:
723:
721:
719:
717:
715:
713:
623:British propaganda during World War II
140:"Freedom Is in Peril" (reconstruction)
1986:
1965:
1883:from the original on 20 November 2015
1781:on the occasion of her 60th birthday
1413:
1312:from the original on 14 February 2014
936:from the original on 15 November 2014
851:
685:
681:
679:
677:
675:
385:
332:; and a large version displayed in a
324:reports the poster hung in a shop in
256:Samuel Hoare, 1st Viscount Templewood
43:Keep Calm and Carry On (Supernatural)
1850:from the original on 27 January 2013
1566:from the original on 12 January 2013
1471:from the original on 26 October 2012
1387:Rayner, Gordon (24 September 2011).
1234:
1213:from the original on 12 October 2011
1097:"Cheer up, the worst is yet to come"
1091:
1058:
802:from the original on 4 November 2016
727:
1365:from the original on 8 October 2011
1357:Phillips, Jeremy (22 August 2011).
1331:Bustillos, Maria (5 October 2011).
1277:The Story of Keep Calm and Carry On
1113:from the original on 7 October 2020
1046:from the original on 5 October 2018
927:
710:
523:undertook a theatre tour entitled "
450:
438:The Story of Keep Calm and Carry On
231:; "Mr Cruthley"; and "Mr Francis".
215:, former head of publicity for the
24:
1899:
1812:Little, Mandy (21 December 2012).
1656:from the original on 15 March 2024
1626:from the original on 15 March 2024
1596:from the original on 15 March 2024
1180:from the original on 16 March 2015
1154:from the original on 23 March 2022
756:Hughes, Stuart (4 February 2009).
672:
525:The Keep Calm and Play Louder Tour
25:
2140:
2037:
1732:from the original on 13 June 2017
1692:from the original on 9 April 2018
1540:from the original on 4 April 2012
1401:from the original on 14 June 2018
1013:from the original on 4 March 2016
873:from the original on 10 July 2014
406:Rediscovery and commercialisation
219:; William Codling, controller of
201:Professor of Industrial Relations
112:in 2012 by the daughter of an ex-
41:. For the TV series episode, see
2099:Propaganda in the United Kingdom
2079:Cultural history of World War II
1199:Manley, Stuart (25 April 2009).
1006:Yorkshire Post and Leeds Mercury
596:
577:
565:
553:
336:appears in a 1941 photograph by
145:
133:
77:mass air attacks on major cities
65:Government of the United Kingdom
1862:
1836:
1805:
1770:
1752:"Keep calm and switch to Linux"
1744:
1713:
1704:
1638:
1608:
1578:
1552:
1518:
1509:
1483:
1467:. justanswer.com. August 2011.
1457:
1425:
1324:
1298:
1269:
1257:from the original on 6 May 2013
1225:
1192:
1134:
1125:
1085:
1076:
1072:. 3 April 1944. pp. 64–65.
1025:
993:
984:
965:"Keep Calm and Carry On: Fonts"
957:
948:
921:
912:
903:
894:
885:
728:Jack, Malcolm (20 April 2020).
686:Lewis, Rebecca (5 April 2009).
605:metro station in Washington, DC
152:"Your Courage" (reconstruction)
1791:. Online Supplement Series of
1174:"About Keep Calm and Carry On"
1009:. 22 October 1940. p. 4.
869:. History of Government Blog.
865:Irving, Henry (27 June 2014).
841:
832:
814:
782:
749:
647:
298:were both widely distributed,
39:Keep Calm and Carry On (album)
13:
1:
1869:Dean Bennett (28 June 2013).
1562:. IC.GC.CA. 13 October 2011.
640:
476:
268:humanist sans-serif typefaces
1720:Chris Begley (9 July 2013).
1306:"Keep Calm and Carry On Ltd"
529:University Hospital Lewisham
7:
1685:The New York Times Magazine
900:Lewis 2017, pp. 42, 44, 47.
616:
286:Almost 2,500,000 copies of
282:Production and distribution
186:" (a symbol of the state).
166:poster was designed by the
67:in 1939 in preparation for
10:
2145:
2084:World War II and the media
1798:, Volume 2, 13-28 (2024),
1560:"Canadian Trade-mark Data"
1308:. Keepcalmandcarryon.com.
654:Slocombe, Richard (2010).
546:
119:
36:
29:
2018:Walker, Susannah (2012).
1951:10.1080/00396331003764777
1909:Journal of Macromarketing
1844:"Save Lewisham Hospital!"
1250:The Sydney Morning Herald
603:Electronic sign inside a
489:in Birmingham during the
124:
1922:10.1177/0276146708328054
1820:. London. Archived from
2104:World War II propaganda
1814:"Protestors show unity"
954:Lewis 2017, pp. 44, 47.
510:2009 swine flu pandemic
260:Molotov–Ribbentrop Pact
248:Ministry of Information
240:Ministry of Information
168:Ministry of Information
1650:Keep Calm and Carry On
1082:Lewis 2017, pp. 52–57.
990:Lewis 2017, pp. 49–50.
589:Charlie Hebdo shooting
493:
462:Keep Calm and Carry On
415:
395:
312:Keep Calm and Carry On
288:Keep Calm and Carry On
217:Empire Marketing Board
164:Keep Calm and Carry On
60:Keep Calm and Carry On
55:
18:Keep Calm And Carry On
1536:. 20 September 2011.
1441:. 22 September 2010.
1422:Lewis 2017, pp. 74–5.
891:Lewis 2017, pp. 45–6.
484:
473:and licensed store".
413:
393:
346:Floyd MacMillan Davis
53:
1980:10.1386/post.2.1.7_1
1824:on 28 September 2013
1800:University of Osijek
1176:. 14 November 2011.
1131:Walker 2012, pp.6–7.
572:T-shirt parody, 2009
457:community trade mark
205:Cambridge University
114:Royal Observer Corps
54:Original 1939 poster
2048:Imperial War Museum
1993:Imperial War Museum
1987:Lewis, Bex (2017).
1493:. freelanceuk.com.
1394:The Daily Telegraph
1359:"Monday miscellany"
1295:Walker 2012, p. 45.
1147:The West Australian
828:. 23 February 2012.
560:Poster parody, 2009
541:2013 Alberta floods
308:Freedom is in Peril
296:Freedom is in peril
2119:2000 introductions
2064:Propaganda posters
1876:The Globe and Mail
1818:South London Press
1710:Lewis 2017, p. 66.
1680:"Remixed Messages"
1515:Lewis 2017, p. 75.
1231:Lewis 2017, p. 64.
918:Lewis 2017, p. 53.
909:Lewis 2017, p. 47.
838:Lewis 2017, p. 63.
798:. 2 October 2016.
494:
491:2011 England riots
416:
396:
386:Later developments
342:London Underground
233:Ernest Wallcousins
98:belief in British
56:
2022:. Oxford: Shire.
1779:Anna T. Litovkina
1758:on 12 August 2014
1361:. IPKitten blog.
634:Live, Laugh, Love
609:COVID-19 pandemic
400:Winston Churchill
109:Antiques Roadshow
94:Evocative of the
32:Keep Calm (novel)
16:(Redirected from
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2014:
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1754:. Archived from
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1530:Official Gazette
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1354:
1345:
1344:
1343:on 1 March 2016.
1339:. Archived from
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1095:(20 July 2011).
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694:. Archived from
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1736:13 February
1676:Walker, Rob
1316:24 February
1107:BBC Radio 4
1093:Rees, Nigel
1017:17 November
607:during the
535:, mayor of
344:station by
244:HM Treasury
197:John Hilton
184:Tudor Crown
2124:Snowclones
2069:Motivation
2058:Categories
1991:. London:
1968:The Poster
1854:27 January
1828:27 January
1794:Proverbium
1397:. London.
967:. K-Type.
806:2 November
702:4 February
641:References
587:event for
487:sweet shop
477:Imitations
360:Phoney War
2011:979568000
1959:154196367
1930:144461596
1620:USPTO.gov
1570:7 October
1544:7 October
1217:20 August
1050:5 October
380:Keep Calm
300:Keep Calm
272:Gill Sans
188:Keep Calm
174:Courage,
96:Victorian
81:the Blitz
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1881:Archived
1848:Archived
1787:(eds.).
1730:Archived
1696:21 March
1690:Archived
1660:15 March
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1630:15 March
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1600:15 March
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1178:Archived
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871:Archived
800:Archived
774:18 March
768:Archived
763:BBC News
617:See also
502:spanners
429:Guardian
422:Ltd. in
276:Johnston
270:such as
100:stoicism
2089:Slogans
1762:29 June
1405:4 April
1337:The Awl
1282:YouTube
1117:20 July
877:27 June
741:1 April
547:Gallery
537:Calgary
506:cupcake
424:Alnwick
120:History
102:– the "
89:Alnwick
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2074:Memes
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1534:USPTO
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521:McFly
326:Leeds
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2007:OCLC
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1698:2012
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1070:Life
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