The poster was initially produced by the Ministry of Information in 1939 during the beginning of World War II. It was intended to be distributed in order to strengthen morale in the event of a wartime disaster. Two-and-a-half million copies were printed, although the poster was distributed only in limited numbers. The designer of the poster is not known.
In 2000, a copy of the "Keep Calm and Carry On" poster was rediscovered in Barter Books, a second-hand bookshop in Alnwick, Northumberland. Since Crown Copyright expires on artistic works created by the UK government after 50 years, the image is now in the public domain.