'Keep Calm, Carry On' poster set to be offered for first time at auction in Newcastle

Daniel Hall

24 June 2024 at 6:58 am·2-min read

Fred Wyerley-Birch of Anderson and Garland, with three "Keep Calm, Carry On" posters that are up for auction — -Credit: (Image: Anderson and Garland)

An original set of three "Keep Calm, Carry On" posters is set to be auctioned in Newcastle.

The posters are being auctioned during Anderson & Garland's Militaria Auction on Thursday, July 4 - coinciding with Election Day. Prospective buyers will be able to see the posters at a viewing day at Anderson House in Westerhope, Newcastle on Wednesday, July 3.

The "Keep Calm, Carry On" poster was one of three motivational designs created by the British government before World War II. The other two posters, "Your Courage, Your Cheerfulness, Your Resolution will bring us Victory" and "Freedom is in Peril. Defend it with all your Might" were widely distributed and seen by many during the early months of the war.

However, "Keep Calm, Carry On" was held in reserve, intended to be used during severe crises which did not immediately occur, so was never publicly displayed during the war. In fact, it is thought that many found the first two entries of the series to be patronising or insulting, which was the cause of nearly all of the 2.5 million posters being pulped down for re-use.

The Ministry of Information, formed at the war's outset, aimed to reassure the public with these posters, promoting a positive mindset rather than direct action. The phrase "carry on" was reminiscent of World War I, but was seen as old-fashioned and possibly patronising, also contributing to its initial lack of use.

Over time, the Ministry's poster strategies evolves, becoming more dynamic and engaging. Notable designs included "Careless Talk Costs Lives," made by sophisticated designers such as Fougasse and Abram Games. The estimates for the posters to sell are £800 - £1,200 for the smaller poster, £1,000 - £2,000 for the mid-sized poster, and £2,000 to £3,000 for the large poster.

The posters were formerly the property of a policeman, who was based in Suffolk just after the war ended. They are part of a wider auction with 150 lots of specialised military items including WWII German bayonets, military scopes, gallantry medal including a DSO and bar group, and a rare American pre-Revolutionary cow-horn flask.

Fred Wyerley-Birch, director at Anderson & Garland, said: "The three “Keep Calm” posters, which to the best of our knowledge have never before appeared as a complete set at auction, encapsulate a pivotal moment in British history and stand as an inspiring message from the past."

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