136:
400:
587:
568:
391:. 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.
471:
544:
40:
124:
556:
380:
436:", 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.
415:, 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,
461:
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
421:
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
457:
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
366:
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
183:
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:
346:
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
254:
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
1552:
505:), 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.
1548:
95:", 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
1869:
179:
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.
453:
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.
448:
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
836:
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
1612:
489:. 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
1199:
999:
586:
1859:
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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
216:, 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;
1387:
859:
516:", 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
1802:
1678:
429:, 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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1604:
1243:
788:
2082:
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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
371:
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.
567:
458:
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.
171:
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 "
1457:
485:
As the popularity of the poster in various media has grown, innumerable parodies, imitations and co-optations have also appeared, making it a notable
362:
as being too long, confusingly worded, and generally annoying due to the sheer number of posters. In particular some had interpreted the message of
189:
2117:
1189:
387:
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
1321:
989:
1526:
1022:
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1099:
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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
57:
1351:
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1582:
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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
2087:
2067:
72:
did in fact take place, the poster was only rarely publicly displayed and was little known until a copy was rediscovered in 2000 at
1895:
Clampin, David (2009). "'To Guide, Help and Hearten Millions': The Place of Commercial Advertising in Wartime Britain, 1939–1945".
1377:
236:
228:
156:
80:. 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.
855:
1140:
718:
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922:
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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
1810:
756:
244:
243:
on 27 June 1939. Roughs of the poster were completed on 6 July 1939, and the final designs were agreed by the Home Secretary
65:
31:
676:
1668:
2072:
513:
135:
1483:
681:
Keep Calm and Carry on and other Second World War Posters: British Home Front Propaganda Posters of the Second World War
520:) made widespread use of a poster with the slogan "Don't Keep Calm Get Angry and Save Lewisham A&E". The efforts of
399:
1989:
957:
185:
1233:
2016:
1710:
778:
652:
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1431:
1166:
53:
1836:
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1298:
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analysis of the public response to the campaign was overwhelmingly negative. Criticisms of the posters included
354:
The remainder of the poster campaign was cancelled in October 1939 following criticism of its cost and impact.
27:
1453:
543:
517:
383:"Keep Calm" merchandise, including the original slogan and variants such as "Keep Calm and Drink Tea", 2013
256:
2107:
2052:
1673:
248:
159:
from 27 June to 6 July 1939. It was produced as one of three "Home Publicity" posters (the others read "
1329:
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1514:
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on 4 August 1939. Printing began on 23 August 1939, the day that Nazi Germany and the USSR signed the
2032:
1897:
1238:
304:
2102:
2097:
1347:
1085:
1664:
1860:"Mayor Nenshi has captured Calgary's heart, but the worst, at least politically, is yet to come"
1574:
577:
205:
196:, responsible overall as Director of Home Publicity; William Surrey Dane, managing director at
172:
555:
1054:
334:
501:, "Keep Calm and Call Batman" (with the Batman logo), "Keep Calm and Switch to Linux" (with
351:, and thus to a population as yet completely unaffected by direct encounter with the enemy.
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445:
193:
102:
8:
2112:
2057:
2036:
1981:
1382:
1135:
1027:
529:
475:
264:
625:, another older motivational phrase that also became popular on decor in the late 2000s.
1943:
1914:
1864:
1055:"England at War Floyd Davis shows how British live and Play after four years of battle"
994:
479:
330:
309:
221:
2012:
1995:
1985:
1947:
1918:
1767:
918:
648:
622:
597:
470:
388:
317:; a photograph discovered in 2016 shows it on the wall of a government laboratory in
251:, and the posters were ready to be placed up within 24 hours of the outbreak of war.
97:
20:
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1964:
1935:
1906:
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573:
355:
746:
1773:
1194:
1090:
684:
433:
303:
were retained until April 1940, but stocks were then pulped as part of the wider
213:
92:
811:"Original collection of 'Keep Calm And Carry On' posters could be worth ÂŁ15,000"
2062:
532:
made him the subject of parody "Keep Calm and Nenshi On" fundraising T-shirts.
217:
1939:
1264:
1023:"Wartime rebels who broke the ban by displaying Keep Calm and Carry On poster"
39:
2046:
1999:
1910:
1479:
1130:
616:
528:, Alberta, Canada, to encourage and motivate his citizens in the wake of the
521:
486:
339:
201:
84:
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1634:
783:
723:
502:
417:
408:
326:
318:
197:
73:
1968:
1421:
1095:
619:, an American World War II poster which also became popular decades later
474:"Keep Calm and Candy On" painted on boards covering smashed windows of a
232:
123:
1162:
379:
1832:
1782:
1131:"If Invasion Comes. Mr. Churchill's Orders. "Stand Firm and Carry On.""
1081:
348:
422:
trivialised; but of course now it's been trivialised beyond belief."
260:
148:
During 1938, newspapers were sold with a poster "Keep Calm and Dig".
69:
1926:
Inkster, Nigel; Nicoll, Alexander (2010). "Keep Calm and Carry On".
1605:"Trademark Status & Document Retrieval - KEEP CALM AND CARRY ON"
1294:
1426:
970:
For distinctive features, see for example the terminals of the "C".
751:
88:
26:
This article is about the poster. For the Stereophonics album, see
1955:
Lewis, Bex (2012). "The Renaissance of 'Keep Calm and Carry On'".
1325:
525:
494:
425:
In early 2012, Barter Books debuted an informational short film,
412:
77:
490:
61:
1611:. United States Patent & Trademark Office. 15 March 2024.
1581:. European Union Intellectual Property Office. 15 March 2024.
1515:"Serial Number: 85297485 Keep Calm and Carry On USA Trademark"
279:
were printed between 23 August and 3 September 1939 but while
16:
Motivational poster produced by the British government in 1939
1522:
509:
432:
The poster has become an evocation of British stoicism: the "
343:
magazine in 1944, suggesting a more widespread distribution.
314:
1322:"The Vicious Trademark Battle Over 'Keep Calm and Carry On'"
1454:"Keep calm and carry on items removed from my ebay account"
856:"Keep Calm and Carry On – The Compromise Behind the Slogan"
240:
209:
322:
105:
member. A few further examples have come to light since.
1772:. Hrisztalina Hrisztova-Gotthardt, Melita Aleksa Varga,
990:"Ban on Silk Stockings: Should They Have Been Rationed?"
224:
was the artist tasked with creating the poster designs.
64:
of the British public, threatened with widely predicted
407:
In 2000, Stuart Manley, co-owner with his wife Mary of
1766:
Diligence Brings Delight: A Festschrift in honour of
1378:"Battle rages over 'Keep Calm and Carry On' souvenirs"
68:. Although 2.45 million copies were printed, and
1635:"Frequently Asked Questions - Keep Calm and Carry On"
1480:"IP group aims to reclaim 'Keep Calm & Carry On'"
1190:"First person: 'I am the Keep Calm and Carry On man'"
1711:"New Batman Easter egg from 'Man of Steel' revealed"
394:
1978:
Keep Calm and Carry On: The Truth Behind the Poster
779:"Keep calm and carry on … bidding for rare poster"
2044:
1139:. Perth, WA, Australia. 26 May 1941. p. 6.
1021:Sawer, Patrick; Hooley, Paul (30 October 2016).
719:"How we made the Keep Calm and Carry On poster"
508:In March–April 2012, the British pop-rock band
235:on 26 June 1939 and between officials from the
19:"Keep Calm" redirects here. For the novel, see
367:reaction to the first two posters resulted in
270:
2083:United Kingdom home front during World War II
1925:
1785:Yearbook of International Proverb Scholarship
1657:
1641:. Keep Calm and Carry On Ltd. 15 March 2024.
1422:"Battle over trademark of 'keep calm' phrase"
329:. An example also features in a drawing of a
1857:
1778:Josip Juraj Strossmayer University of Osijek
1708:
403:An original poster displayed at Barter Books
1341:
1339:
1155:
1020:
2009:Home Front Posters of the Second World War
1575:"EUIPO - eSearch - KEEP CALM AND CARRY ON"
647:. London: Imperial War Museum. p. 6.
493:), "Keep Calm and Have a Cupcake" (with a
52:was a motivational poster produced by the
1835:. Save Lewisham Hospital campaign. 2013.
1371:
1369:
1319:
1280:
1278:
1407:
1405:
1345:
1336:
1234:"Keep Calm and carry on ... into a feud"
849:
847:
845:
843:
747:"The Greatest Motivational Poster Ever?"
642:
469:
398:
378:
38:
2118:Political posters of the United Kingdom
2033:The Truth Behind Keep Calm and Carry On
1894:
1228:
1226:
919:"Keep Calm and Carry On – WWII Posters"
677:"1939: The Three Posters (PhD Extract)"
645:British Posters of the Second World War
60:. The poster was intended to raise the
2045:
2006:
1928:Survival: Global Politics and Strategy
1800:
1663:
1486:from the original on 24 September 2011
1434:from the original on 22 September 2011
1375:
1366:
1275:
1187:
960:from the original on 14 September 2014
853:
759:from the original on 12 September 2017
744:
712:
710:
708:
706:
704:
702:
612:British propaganda during World War II
129:"Freedom Is in Peril" (reconstruction)
1975:
1954:
1872:from the original on 20 November 2015
1770:on the occasion of her 60th birthday
1402:
1301:from the original on 14 February 2014
925:from the original on 15 November 2014
840:
674:
670:
668:
666:
664:
374:
321:; and a large version displayed in a
313:reports the poster hung in a shop in
245:Samuel Hoare, 1st Viscount Templewood
32:Keep Calm and Carry On (Supernatural)
1839:from the original on 27 January 2013
1555:from the original on 12 January 2013
1460:from the original on 26 October 2012
1376:Rayner, Gordon (24 September 2011).
1223:
1202:from the original on 12 October 2011
1086:"Cheer up, the worst is yet to come"
1080:
1047:
791:from the original on 4 November 2016
716:
1354:from the original on 8 October 2011
1346:Phillips, Jeremy (22 August 2011).
1320:Bustillos, Maria (5 October 2011).
1266:The Story of Keep Calm and Carry On
1102:from the original on 7 October 2020
1035:from the original on 5 October 2018
916:
699:
512:undertook a theatre tour entitled "
439:
427:The Story of Keep Calm and Carry On
220:; "Mr Cruthley"; and "Mr Francis".
204:, former head of publicity for the
13:
1888:
1801:Little, Mandy (21 December 2012).
1645:from the original on 15 March 2024
1615:from the original on 15 March 2024
1585:from the original on 15 March 2024
1169:from the original on 16 March 2015
1143:from the original on 23 March 2022
745:Hughes, Stuart (4 February 2009).
661:
514:The Keep Calm and Play Louder Tour
14:
2129:
2026:
1721:from the original on 13 June 2017
1681:from the original on 9 April 2018
1529:from the original on 4 April 2012
1390:from the original on 14 June 2018
1002:from the original on 4 March 2016
862:from the original on 10 July 2014
395:Rediscovery and commercialisation
208:; William Codling, controller of
190:Professor of Industrial Relations
101:in 2012 by the daughter of an ex-
30:. For the TV series episode, see
2088:Propaganda in the United Kingdom
2068:Cultural history of World War II
1188:Manley, Stuart (25 April 2009).
995:Yorkshire Post and Leeds Mercury
585:
566:
554:
542:
325:appears in a 1941 photograph by
134:
122:
66:mass air attacks on major cities
54:Government of the United Kingdom
1851:
1825:
1794:
1759:
1741:"Keep calm and switch to Linux"
1733:
1702:
1693:
1627:
1597:
1567:
1541:
1507:
1498:
1472:
1456:. justanswer.com. August 2011.
1446:
1414:
1313:
1287:
1258:
1246:from the original on 6 May 2013
1214:
1181:
1123:
1114:
1074:
1065:
1061:. 3 April 1944. pp. 64–65.
1014:
982:
973:
954:"Keep Calm and Carry On: Fonts"
946:
937:
910:
901:
892:
883:
874:
717:Jack, Malcolm (20 April 2020).
675:Lewis, Rebecca (5 April 2009).
594:metro station in Washington, DC
141:"Your Courage" (reconstruction)
1780:. Online Supplement Series of
1163:"About Keep Calm and Carry On"
998:. 22 October 1940. p. 4.
858:. History of Government Blog.
854:Irving, Henry (27 June 2014).
830:
821:
803:
771:
738:
636:
287:were both widely distributed,
28:Keep Calm and Carry On (album)
1:
1858:Dean Bennett (28 June 2013).
1551:. IC.GC.CA. 13 October 2011.
629:
465:
257:humanist sans-serif typefaces
1709:Chris Begley (9 July 2013).
1295:"Keep Calm and Carry On Ltd"
518:University Hospital Lewisham
7:
1674:The New York Times Magazine
889:Lewis 2017, pp. 42, 44, 47.
605:
275:Almost 2,500,000 copies of
271:Production and distribution
175:" (a symbol of the state).
155:poster was designed by the
56:in 1939 in preparation for
10:
2134:
2073:World War II and the media
1787:, Volume 2, 13-28 (2024),
1549:"Canadian Trade-mark Data"
1297:. Keepcalmandcarryon.com.
643:Slocombe, Richard (2010).
535:
108:
25:
18:
2007:Walker, Susannah (2012).
1940:10.1080/00396331003764777
1898:Journal of Macromarketing
1833:"Save Lewisham Hospital!"
1239:The Sydney Morning Herald
592:Electronic sign inside a
478:in Birmingham during the
113:
1911:10.1177/0276146708328054
1809:. London. Archived from
2093:World War II propaganda
1803:"Protestors show unity"
943:Lewis 2017, pp. 44, 47.
499:2009 swine flu pandemic
249:Molotov–Ribbentrop Pact
237:Ministry of Information
229:Ministry of Information
157:Ministry of Information
1639:Keep Calm and Carry On
1071:Lewis 2017, pp. 52–57.
979:Lewis 2017, pp. 49–50.
578:Charlie Hebdo shooting
482:
451:Keep Calm and Carry On
404:
384:
301:Keep Calm and Carry On
277:Keep Calm and Carry On
206:Empire Marketing Board
153:Keep Calm and Carry On
49:Keep Calm and Carry On
44:
1525:. 20 September 2011.
1430:. 22 September 2010.
1411:Lewis 2017, pp. 74–5.
880:Lewis 2017, pp. 45–6.
473:
462:and licensed store".
402:
382:
335:Floyd MacMillan Davis
42:
1969:10.1386/post.2.1.7_1
1813:on 28 September 2013
1789:University of Osijek
1165:. 14 November 2011.
1120:Walker 2012, pp.6–7.
561:T-shirt parody, 2009
446:community trade mark
194:Cambridge University
103:Royal Observer Corps
43:Original 1939 poster
2037:Imperial War Museum
1982:Imperial War Museum
1976:Lewis, Bex (2017).
1482:. freelanceuk.com.
1383:The Daily Telegraph
1348:"Monday miscellany"
1284:Walker 2012, p. 45.
1136:The West Australian
817:. 23 February 2012.
549:Poster parody, 2009
530:2013 Alberta floods
297:Freedom is in Peril
285:Freedom is in peril
2108:2000 introductions
2053:Propaganda posters
1865:The Globe and Mail
1807:South London Press
1699:Lewis 2017, p. 66.
1669:"Remixed Messages"
1504:Lewis 2017, p. 75.
1220:Lewis 2017, p. 64.
907:Lewis 2017, p. 53.
898:Lewis 2017, p. 47.
827:Lewis 2017, p. 63.
787:. 2 October 2016.
483:
480:2011 England riots
405:
385:
375:Later developments
331:London Underground
222:Ernest Wallcousins
87:belief in British
45:
2011:. Oxford: Shire.
1768:Anna T. Litovkina
1747:on 12 August 2014
1350:. IPKitten blog.
623:Live, Laugh, Love
598:COVID-19 pandemic
389:Winston Churchill
98:Antiques Roadshow
83:Evocative of the
21:Keep Calm (novel)
2125:
2022:
2003:
1972:
1951:
1922:
1882:
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1849:
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1829:
1823:
1822:
1820:
1818:
1798:
1792:
1763:
1757:
1756:
1754:
1752:
1743:. Archived from
1737:
1731:
1730:
1728:
1726:
1706:
1700:
1697:
1691:
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1688:
1686:
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1536:
1534:
1519:Official Gazette
1511:
1505:
1502:
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1465:
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1400:
1399:
1397:
1395:
1373:
1364:
1363:
1361:
1359:
1343:
1334:
1333:
1332:on 1 March 2016.
1328:. Archived from
1317:
1311:
1310:
1308:
1306:
1291:
1285:
1282:
1273:
1267:
1262:
1256:
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1084:(20 July 2011).
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768:
766:
764:
742:
736:
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733:
731:
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697:
696:
694:
692:
683:. Archived from
672:
659:
658:
640:
589:
574:Trafalgar Square
570:
558:
546:
440:Trademark claims
356:Mass Observation
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1868:. Toronto.
1725:13 February
1665:Walker, Rob
1305:24 February
1096:BBC Radio 4
1082:Rees, Nigel
1006:17 November
596:during the
524:, mayor of
333:station by
233:HM Treasury
186:John Hilton
173:Tudor Crown
2113:Snowclones
2058:Motivation
2047:Categories
1980:. London:
1957:The Poster
1843:27 January
1817:27 January
1783:Proverbium
1386:. London.
956:. K-Type.
795:2 November
691:4 February
630:References
576:event for
476:sweet shop
466:Imitations
349:Phoney War
2000:979568000
1948:154196367
1919:144461596
1609:USPTO.gov
1559:7 October
1533:7 October
1206:20 August
1039:5 October
369:Keep Calm
289:Keep Calm
261:Gill Sans
177:Keep Calm
163:Courage,
85:Victorian
70:the Blitz
1963:: 7–23.
1870:Archived
1837:Archived
1776:(eds.).
1719:Archived
1685:21 March
1679:Archived
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860:Archived
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763:18 March
757:Archived
752:BBC News
606:See also
491:spanners
418:Guardian
411:Ltd. in
265:Johnston
259:such as
89:stoicism
2078:Slogans
1751:29 June
1394:4 April
1326:The Awl
1271:YouTube
1106:20 July
866:27 June
730:1 April
536:Gallery
526:Calgary
495:cupcake
413:Alnwick
109:History
91:– the "
78:Alnwick
2015:
1998:
1988:
1946:
1917:
651:
600:, 2020
114:Design
62:morale
2063:Memes
1944:S2CID
1915:S2CID
1579:EUIPO
1523:USPTO
1250:4 May
1173:1 May
837:Dig".
510:McFly
315:Leeds
2013:ISBN
1996:OCLC
1986:ISBN
1878:2014
1845:2013
1819:2013
1753:2014
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