In a long article in the Awl about the copyright fight over the iconic ‘Keep Calm and Carry On’ posters, this nugget that very few people actually saw the poster until 2001.
Meanwhile, Sitzkrieg or no, the MoI was lumbering onward. The first two posters produced in 1939 were: "Your Courage, Your Cheerfulness, Your Resolution Will Bring Us Victory" and "Freedom is in Peril: Defend It With All Your Might." Two and a half million of the third were printed. They read, "Keep Calm and Carry On," and these last were held back in anticipation of the rain of bombs that was expected the moment war broke out. They were meant for a crisis that didn’t in the event occur. For that and a few other reasons, the British public never saw them.