An instantly-recognisable brand today, this poster was reserved for use in the event of the German invasion. Once it became obvious that the Germans were not going to invade, these posters were sent back for recycling. As they were never used, the survivors are incredibly rare.
In 1939, with invasion an ever-present threat, HM Government commissioned three posters with snippets designed to encourage the population. Bearing a crown at the top, they were clearly intended to communicate a message from the King. In the event the poster campaign was not a great success, with the people regarding it as an instruction from the powers-that-be that it was the people, not the leaders, who were going to be the ones doing the hard work. The Keep Calm posters were therefore never used. Owing to the shortage of raw materials, the paper was recycled and only a few survived.