The slogan Keep Calm and Carry On was a British public announcement designed to boost the public’s morale in case of a massive invasion during  World War II. The poster was never used and most copies were destroyed. But in 2000, a British book store owner found a copy of the poster and almost immediately, a trend was born.

It may not  be the first public announcement that was adapted and became a cultural icon, but it is one that has managed to inspire numerous slogans and designs and capture our imagination. Some memorable off-shoots include:

• Now Panic and Freak Out
• Panic Dumbass and Behave Like Headless Chickens
• Keep Calm Harry is Still Single
• Keep Calm and Carry On Shopping
• Keep Calm Nobody Else Knows What They’re Doing Either

Why do we like it so much? It’s simple, elegant, and communicates a timeless message. In the age where businesses have 140 characters to express themselves, it’s obvious we like to keep things short and simple. This slogan appeals to us today because we can all relate to those words; who doesn’t need to keep calm during their hectic life and just carry on? So how does the poster stay relevant today? Here’s what  we can learn from the successful slogan:

Keep the message simple

If you’re trying  to connect  with your audience, remember to  keep  your message simple and sincere. The simpler it is, the more people can relate to it. Also keep in mind that you have to catch people’s attention. Some of the best slogans of all times use a declarative statement that can be applied beyond the product  or company and often become a mantra.

Know your audience

The Ministry of Information designed two other posters that were used during  the war. They all had the same simple design of the crown and the all-caps writing on a solid color background. King George’s crown appeared on the upper part of the poster, which was a clever way of saying: “This message is brought to  you by the King.” The Ministry of Information knew that the British public would associate the message with the King by placing a graphic of the crown.

Use continuity to keep your audience’s attention

All three posters used the same style to create a cohesive brand. The font was consistent  throughout the three posters and the only  thing that  was changed was the message and the color of the background. All posters had a solid color background- blue, green and red. These primary colors helped the audience recognize the posters easily and understand the newly developed brand of public announcements.

So there you have it. Follow these guidelines to strengthen your brand identity and keep it relevant. And remember, no matter what  you do, just keep calm.