For many years we have been advised to “Keep Calm and Carry On”. The iconic poster has become one of the most recognizable pieces of British design in history, though its journey to cultural prominence follows a fascinating path. The poster was originally designed in 1939 by the British Ministry of Information as part of a series of three motivational posters intended to boost morale during the anticipated bombing of major cities at the outbreak of World War II. The three posters shared the same distinctive design: a bold typeface, the Tudor crown symbol of King George VI, and a simple color scheme. The series included: “Freedom Is In Peril. Defend It With All Your Might”, “Your Courage, Your Cheerfulness, Your Resolution Will Bring Us Victory”, and “Keep Calm and Carry On”.
While the first two posters were widely distributed in September 1939, the “Keep Calm” poster was held in reserve for times of crisis or invasion—a moment that officials believed never quite arrived. Consequently, the poster was never officially displayed during the war. So, in a strange way, those who designed the motto managed to practice what they preached. Clearly Great Britain, a small but resolute country under severe attack, was extremely good at keeping a proverbial stiff upper lip and hanging on to the shreds of its dignity for better or for worse. No movie exemplifies this better than The Bridge Over the River Kwai, with Sir Alec Guinness playing the rigid Colonel Nicholson in a Japanese POW camp in the jungles of Thailand.
The poster remained largely forgotten until 2000, when Stuart and Mary Manley, owners of Barter Books (a second-hand bookshop in Alnwick, Northumberland), discovered a copy among a box of old books purchased at auction. They framed it and displayed it in their shop, where it caught customers’ attention. With no copyright restrictions, the Manleys began printing and selling copies of the poster. Its simple message resonated with the British public’s appreciation for understatement and stoicism during difficult times. From 2005 onward, the poster’s popularity exploded. It appeared on everything from mugs and t-shirts to tea towels and mobile phone cases. The design has spawned countless parodies and adaptations, replacing “Keep Calm and Carry On” with various humorous alternatives.
The poster’s resurgence coincided with periods of national uncertainty—including the 2008 financial crisis and later, Brexit—perhaps explaining why its message of resilience in the face of adversity became so appealing. What began as a contingency plan for wartime morale has transformed into a symbol of British identity and stoicism. The slogan encapsulates what many consider quintessentially British traits: remaining level-headed in crisis, understatement, and “carrying on” regardless of circumstances. But as we see in the case of Colonel Nicholson and his bridge-building fixation, sometimes it is simply wrong-minded to hang on by tooth and nail as he does. The mission can get distorted by stoicism and the perspective skewed. The greater good may well be served by stepping back and simply letting go.
The fine line between staying the course and letting go is surely a difficult one to determine in times of duress. Our grip while carrying on may steal precious perspective from our minds due to the adrenaline rush from our brain stem (technically the hypothalamus with an assist from the amygdala or “fear center”). An adrenaline rush comes from the rapid release of epinephrine (adrenaline) and norepinephrine into our bloodstream, primarily triggered by our body’s “fight-or-flight” response. When our brain perceives danger, excitement, or stress, it immediately signals our adrenal glands (located on top of our kidneys) to release these hormones. This happens through our sympathetic nervous system, part of our autonomic nervous system that controls unconscious bodily functions. The physiological effects we feel during an adrenaline rush include increased heart rate and blood pressure, dilated airways for better oxygen intake, redirected blood flow from digestive organs to muscles, dilated pupils, heightened awareness and focus, decreased pain sensitivity and a surge in energy as glucose is released into our bloodstream.
This response evolved as a survival mechanism to prepare humans for immediate physical action—either fighting a threat or fleeing from danger. In modern life, we experience adrenaline rushes during various situations like public speaking, competitive sports, watching scary movies, or engaging in extreme activities like skydiving. I would actually add to that traditional list the act of standing our ground in the face of adversity. In any of these circumstances, after the rush subsides, we might experience a “crash” as our body returns to normal functioning, often leaving us feeling tired as the excess glucose and oxygen consumption takes its toll. This is the price, as it were, of staying calm and carrying on.
I feel like the most challenging moment in our recent American lives in upon us right now. Our amygdalas are twitching and sending signals to our hypothalamus to release adrenaline for our existential fight or flight. At least many of us are feeling this sensation on a daily basis. I imagine that in nature, the reaction time of this mechanism is prone to age-related suppleness as are most other reflexes. That means that older folks like us are slower to jerk our knees than are younger folks. I sense that is happening in this crisis. I am always surprised when I speak to my daughter, who is busy raising two daughters of her own, to hear her comments when asked how’s everything. The first thing on her mind seems to be whatever latest farcical news has come out of Washington D.C.. it seems I have an easier time not having this nonsense be front of mind than she does. And for good reason. The impact of the dramatic changes underway have a far greater impact on her life than on mine and that is a distressing fact for any father.
This is where I must tread a careful line. I admire people who stand up and make sure that their voice is heard in protest of things with which they do not agree. I admire strong-willed people with tenacity and grit. But I also understand the cost and the pain of that struggle and I hate to see people turn bitter in the face of unrelenting opposition and insurmountable odds. But I do not want bitterness for my sweet daughter and her daughters. It is hard to overcome bitterness in life once it sets in. That is why I hope that she and we all can define that line where holding on tight becomes less productive than letting go. Sometimes in life, letting go not only does not prevent you from getting where you want to be, but it actually helps. In some ways, “Stay Calm and Carry On” can mean to resist and I think in other ways it can mean that letting go is the best way to stay calm. I hope for my daughter the wisdom to understand the difference.