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SUNSETTING THE KEEP CALM-O-MATIC

Published December 21st, 2023 — Updated December 29th, 2023
By Andrew Dancy Ethics & fact-checking

Do you remember the Keep Calm-o-Matic? Odds are if you were a British teenager
in the early 2010s you would either have been on the site or known someone who
was.

The story of how we built one of the world’s largest social content sites is an
unusual one. Back in 2009, I was spending way too much time on social media
sites looking at memes ranging from classics such as All Your Base right through
to the then brand new phenomenon that was Lolcats. I noticed that there was a
huge surge in interest in a classic British World War 2 poster that simply said
“Keep Calm and Carry On”. Although the poster was never distributed during the
war, and afterwards all copies were believed to have been destroyed, a copy
survived and was discovered by a Northumbrian bookshop in 2000. Interest in the
slogan grew and by the late 2000s a number of variations had cropped up, most
notably a poster which changed the wording to “Now Panic and Freak Out” and
turned the famous crown motif upside down.

I realised that it would be simple to create a site that would let people type
in their own slogan, choose from a range of colours and fonts, and add their own
logos or background images. A couple of weekend’s worth of frantic coding later
and the Keep Calm-o-Matic was born.

Almost immediately the site was a huge success. It capitalised on the latent
demand for social content creation which was emerging in the late 2000s, as
epitomised by sites such as Wattpad, which at that time was rapidly becoming the
home for creative writing. Internet technology was also improving, with the mass
adoption of technologies such as broadband allowing for a richer and more
immersive experience on websites, rather than the plain text sites of old. Users
soon demonstrated their creative skills, with early favourite slogans emerging
such as “We’re all Doomed” under a skull and crossbones, or the more
quintessentially British “Keep Calm and Have a Cup of Tea”. However things
really took off in 2011 after the American comedy humour online forum Something
Awful discovered the site. Within a year one million posters had been created,
and a further million were created just three months after that. Product and
merchandising options were soon added, allowing site users to have their newly
created poster images printed onto items such as mugs, t-shirts, mouse-mats and
similar.

At its peak, the Keep Calm-o-Matic was in the top 0.001% of websites in the
world, and was one of the highest visited websites in the UK outside of the big
players such as Facebook, Google and YouTube. Keep Calm was at the forefront of
a wave of new content generation sites, with site like Canva (valued at $40bn)
launching at this time in late 2013, and Path.

Sadly, all things change. Running such a huge site takes a lot of time and
effort, and at the same time, the team at Reincubate had built and launched
iPhone Backup Extractor, the world’s first data recovery software for Apple
devices, and the entire team was dedicated to supporting that product line. More
recently the team came up with Camo, a tool that gives you video superpowers to
make you look excellent on video calls and provide top-quality content creation
tools to streamers and other content professionals.

Thus we come to 2023, and we think it’s now the right time to retire the Keep
Calm-o-Matic. For 14 years it’s delighted hundreds of millions of users, who
have created tens of millions of posters on the site covering topics as diverse
as One Direction, Covid-19 and JoJo Siwa.

To everyone who played a part in the community, and to all of its customers:
thank you. We couldn’t have done it without you.



ANDREW DANCY

About the author About our ethics and fact-checking

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