Trademark Registration dispute over Keep Calm and Carry On

  WE NEED YOU! Join us to fight for the right of UK businesses to use the much loved slogan ‘KEEP CALM AND CARRY ON’

When ‘KEEP CALM AND CARRY ON’ was used by the British Government in 1939, Britain was facing a possible invasion. Today, we are seeing the long arm of Europe encroaching on our national heritage again.


The EU has granted an EU Community Trade Mark to ‘KEEP CALM AND 
CARRY ON’ meaning that only one company may use the slogan for 
clothing, mugs, posters and other memorabilia. This could potentially put 
many companies out of business.


This is wrong and we do not believe it would have been accepted by the UK Trade Mark Registry for the following reasons:

  • ‘KEEP CALM AND CARRY ON’ is part of the UK’s national heritage, first being used in 1939 on government posters to strengthen morale in the face of a possible German invasion
  • Prior to the trade mark being registered, many businesses used ‘KEEP CALM AND CARRY ON’ as decoration on a wide variety of goods
  • This means that it’s highly unlikely that the public would associate ‘KEEP CALM AND CARRY ON’ with any particular business or recognise it as an indication of origin for any of the goods in the trade mark registration


Therefore we are arguing that the EU Community Trade Mark does not satisfy the requirements of the Directive and should not have been registered on these grounds.

Trade Mark Direct is fighting, at its own cost, to make this quintessential British phrase once again free for use by everyone. Please help us to create a groundswell of public opinion to persuade the EU trade mark office to act in the interests of fair play and decency.

Case Study

Simply Printing 4 U, a start-up Dorset company run by the wife of an Armed Forces Officer, which produced ‘KEEP CALM AND CARRY ON’ mugs, mouse mats and posters, has been forced to cease trading on eBay due to the new trade mark registration. Kerry Cade, wife of serving British Army Officer Jason Cade, said: “We are bitterly disappointed that we cannot sell items featuring ‘KEEP CALM AND CARRY ON’. To be an Armed Forces family and to be told we cannot use what is essentially a British phrase feels like a real kick in the teeth. It’s a huge blow to our business”.

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