In July 1917, King George V, in response to the growing anti-German sentiment in Britain during World War I, issued a significant proclamation. The royal family had traditionally borne the name Saxe-Coburg and Gotha, reflecting their German heritage. However, as nationalism surged and the British public expressed increasing animosity towards Germany, the king recognized the necessity of rebranding the royal dynasty. In a historic move, he declared that all male line descendants of the royal family would henceforth bear the surname Windsor, named after the Windsor Castle which has been a royal residence since the time of Edward III.

The proclamation was emblematic of the broader changes taking place within British society at the time. It was not just a shift in nomenclature, but symbolized the monarchy's effort to align more closely with British identity, distancing itself from its German ties. This decision was also part of broader efforts to maintain public support during challenging wartime circumstances, as the royal family sought to reinforce its standing in the eyes of the British people. The change was met with public approval, allowing the monarchy to navigate the consequences of a war that had pitted Britain against Germany in a monumental conflict.

The surname Windsor has since remained synonymous with the British royal family, reinforcing a sense of unity and nationality that persists today. The public reception of this proclamation and its alignment with national interests would shape royal identity and royal public relations approaches for decades to come.