How Keep Calm and Carry On became a divisive 21st-Century phenomenon

Simplicity of the design

Slogans are also assigned by protesters, and “destroy the original propaganda message by adapting to new circumstances and new social challenges (“moderate and resistance”), Parry says. “This shows that existing familiarity with phrases can provide shorthand tactics to attract attention and convey the message in memorable and often humorous ways.”

The mediocreness of the poster also contributes to its resonance. “The simplicity of the design is very important to its adaptability, with the crown at the top and five big words on the red background in the white sans serif typeface. Red is a powerful color and is eye-catching. [That’s] “There are a huge number of media messages competing for our attention, why it can adapt to modern visual culture,” explains Parry.

Aramie

And the endless copying and commercialization that led posters to kitschy consumer products from serious wartime messages is almost nothing new. “Photos like Van Gogh’s self-portrait, Munch the Scream… these are extremely intense pieces, yet endlessly destroyed,” British graphic designer and typographer Jonathan Burnbook tells the BBC. He added that humans can take the most serious contexts and overturn them to something unexpected, even kindness, humor, or absurdity. “Turning pain into play or having trouble understanding helps us connect with each other,” he says.

The endless parody and reworking proves deeply unpopular with those who view it as a symbol of British elitism, wartime propaganda, or Tone’s auditory response to a genuine crisis. For years, critics have been laughing at the spirit of its stiff upper lip and questioning whether “satisfied” is always the right answer. For others, that endless parody has continued to calm down, panic and grovel in drinking wine, draining every meaning.