The Enduring Power of 'Keep Calm and Carry On Clapping'

The iconic logo 'Keep Calm and Carry On' has come to symbolize an era defined by austerity nostalgia. Since its inception, it has evolved from a typically English phenomenon to a global design icon, transcending borders and cultures. The image of the red background with white sans serif font and the crown above is now instantly recognizable, rivaling the likes of Coca-Cola or Apple.

My own epiphany occurred when I stumbled upon a collection of notebooks and mouse pads featuring this exact logo at the flagship Warsaw branch of Empik, a Polish department store. It was then that I realized the 'Keep Calm' phenomenon had gone global, with permutations popping up everywhere from memes to propaganda posters.

One notable example is the use of the logo by Islamic State, which adapted it for their own purposes with phrases like 'Keep Calm and Fight Isis' and 'Keep Calm and Support Isis.' Other instances include opportunistic political slogans, such as a Liberal Democrat poster reading 'Keep Calm and Survive Floods,' and more mordant takes, like 'Keep Calm and Make a Photo of Floods.'

In recent days, I've seen the logo plastered on pub advertisements for New Year's Eve parties, in souvenir shops, and even accompanying an article about the upcoming doctors' strike. It's been subject to numerous internet memes, further solidifying its status as a cultural phenomenon.

The sheer ubiquity of 'Keep Calm and Carry On' is staggering. Try counting the number of times you see some permutation of this poster in a week – it's no wonder it has become the most successful meme in history. Its enduring power lies in its ability to be projected onto any canvas, retaining an air of ironic reassurance that transcends borders and cultures.

Keep calm and carry on clapping