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When the content is the trademark

Karen Bolipata, Washington DC

In 2000, a bookstore owner in the UK found a poster in the shop with the words “Keep Calm and Carry On.” The owner hung it in the store and, when customers inquired about it, began selling copies. Since then, the phrase and the lone graphic—the crown of King George VI­­—have become iconic. Others have even registered the phrase as a trademark.

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