An original Keep Calm and Carry On poster will cross the block at Richard Winterton Auctioneers in Lichfield, UK on September 30 with no reserve.
The lot was originally designed to be deployed in the towns and cities of the UK in case of bombing, but was shelved shortly after it was printed for unknown reasons.
It remained lost until a handful of copies were discovered in 2000.
Soon after its popularity exploded and companies began to print their own copies, resulting in endlessly baffling variations like "Keep Calm and Play the Clarinet" and "Keep Calm and Love Johnny Depp".
Adrian Rathbone, of Richard Winterton Auctioneers, told the Lichfield Mercury (a local newspaper): "Ironically for such a famous piece of graphic design, the artist for such a triumph remains anonymous".
"Although millions of copies were printed, the campaign was abandoned and it is believed that the posters were not displayed and destroyed.
"Original copies are rare collector's items and examples have appeared at auction recently with some fetching in excess of £13,000."
Recently an original WWI "Lord Kitchener Wants You" poster sold for £22,000 ($37,666) at Onslows Auctioneers.
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