Sangfroid

Keep Calm and Carry On

Sangfroid [sahn-frwa] is a noun meaning  self-possession or imperturbability especially under strain. The word derives from French, c. 1712 and translates literally as, ‘cool blood.’

‘Keep Calm and Carry On’ was a poster produced by the British government in 1939 during the beginning of World War II, to raise the morale of the British public in the case of invasion. It was little known and never used. The poster was rediscovered in 2000 and has been re-issued by a number of private sector companies, and used as the decorative theme for a range of other products.

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