The clever thing about the brand 'keep calm' is that their brand is aimed at almost everyone. Their slogan 'keep calm and carry on' anyone can relate to in their everyday life. The simple slogan is all that the product needs. If the product had any information written around it, the company's target audience would change and they would most likely not be able to reach the mass audience they are reaching. For example a teenager isn't going to want to carry around a coffee cup with a lot of text on, they would prefer a cool, simple slogan. The font is large to emphasize the point and make the brand more recognizable to the human eye. The gender of the audience hasn't influenced this text as the slogan both sexes can relate to.