The evolution of heraldry over time & how brands use it to fake authenticity

Heraldry may sound like a foreign word to many but most people have heard the term ‘coat of arms’. And if not, then they’ve definitely been exposed to its unique and well defined visual system (shields, motifs etc).

Heraldry is a system of symbols, a discipline developed in the early 1200s in Western Europe for the purpose of identification on the battlefield. Throughout its time, it has evolved, both in meaning and visual presence.

Many brands use heraldic design systems to create brand identities. While a lot of the brands rightly use this design system to communicate prestige and honour, some of them use it to create a false sense of reliability.

This piece of writing showcases various writings on heraldry presenting its history, design, overall evolution and many interpretations across time — leading back to question its presence in todays modern world.

Brief History of Heraldry

The term ‘herald’ stands for messengers who aided the war by passing messages between the prince and the troops. While this was the main purpose of their position, they were also expected to conduct tournaments and ceremonies. It was vital for them to identity individual from knight.

The heralds developed rules surrounding heraldry, which they based on their experience with medieval military craft. The main aim of this was to ensure that every person is identified easily and as quickly as possible under unfavourable conditions.

As heraldry evolved, knights began embroidering their arms onto a surcoat which he would then wear over his armour. This gave rise to the expression ‘coat armour.’ (Spurrier, 1997:29)

“After the baron or knight had returned home from a military campaign with his men, all of whom would probably have been agricultural labourers, and normal village life resumed, his shield and banner would have been put in some prominent place for all to see and admire the scars of war. Many churches and chapels today display battle soiled flags and colours in honour and memory of past glories. So the device on the shield and on the flag would become well known to the villagers who would regard it as their own village badge. When a knight died, his son would continue to use the device rather than confusing his tenant villagers by adopting a different one. In this way the whole idea of a hereditary system fell into stem with titles, surnames and privileges. “ (Spurrier, 1997:29)

The Design system

The language used to describe heraldic devices is called ‘blazonry’. Heraldry is composed of many visual elements. These elements follow a defined pattern and significant reasoning.

The full design is referred to as ‘an achievement of arms.’ It may consist of some or all of the following; coat of arms, the crest, the supporters, the torse, the mantling, the helmet, the motto, the compartment and the badges. The coat of arms is usually displayed on the shield and is considered an essential part of any achievement. The crest is placed above the helmet. The supporters are placed on either side of the shield to support it. Not everyone who is qualified to arms is entitled to have supporters. The torse which is also known as crest wreath is placed around the helmet. Mantling is a decorative material covering the helm. It is often used by artists to glorify their design of the coat of arms. The helmet is placed above the shield and usually the type of helmet denotes the rank of the individual. The motto has typography placed within a scroll, which is placed below the shield. The compartment is the base which enabled stability. Badges are repeating symbols or elements which may or may not be displayed alone. (Diagram Group,1997: 10)

The lion is the most frequently used of all heraldic beasts. So often is it used that there is a French saying: Qui n’a pas d’armes porte un lion(He who has no arms bears a lion) (Neubecker,1988:110)

“When Heraldry was in its infancy, the designs were simple and easy to recognise, but with the passing years, many of the basic devices were used and cannot be used again. Therefore the designs became more complicated and more monsters appeared which were either drawn from existing bestiaries or created by the heraldic artist.” (Spurrier, 1997:12)

Catchet Heraldry vs Para Heraldry

“Although in the nature of things few commercial firms have arms of their own, many use designs which give the impression of being armorial so as to give a cachet to their products; for this reason this type of heraldry may conveniently be referred to as ‘cachet heraldry.’

Arms suggest excellence, permanence and reliability and there is no doubt in the advertising trade that certain products, if adorned with arms or colourable imitations of arms, will appeal to certain people. That is why automobiles, cigarettes, and a host of other goods are embellished with cachet heraldry. Sometimes, as on wine labels, the arms used are genuine and are those of the owner or eponym of the vineyard, but usually they represent what a commercial artist imagines noble heraldry should look like. There is an abundance of barred helms, plumes, crowns and supporters, which usually take the form of lions since it is believed, and quite rightly that the rampant lion is the very essence of ancient heraldic design.

Another form of heraldic display relates to the use of summons that are also not real heraldry, but are not intended to deceive and which, to a great extent, are accepted by everyone. This may be called ‘para-heraldry.’ It relates to the use of badges, often looking like arms, by sporting clubs, schools, masonic lodges, military corps, divisions and regiments, and certain logos and symbols frequently found spattered over the ties and stationery of clubs and societies.” (Neubecker,1988:262)

Is it modern heraldry or Is it bait?

Once you start looking, you will find traces of heraldry all around you — incorporated in different types of brands. Clothing, cars, cigarettes, universities, all kinds of institutions and corporations that are drastically different from each other.

There are brands that use this design system to their advantage and are perfectly represented considering their values and heritage. But most brands use this existing system to seem authentic and to create a false sense of reliability. In fact, it is possible to purchase a created coat of arms online and utilise it for one’s personal brand.

This creates a fake sense of heritage and honour — one that a brand hasn't worked to achieve. But by using a few design principles, they are able to exploit and create an aura around the brand, one that doesnt match it’s offerings.

As a graphic designer, I tried to tackle the concept of ‘catchet heraldry’ by re-creating logo designs based on the heraldic design system. This exercise also considers what constitutes modern heraldry, in terms of design. I picked five famous fast food chains — considering that their sole function is to sell cheap fast food. By rendering them as something of royalty, I attempt to provoke the viewer to question the content we willingly consume and mock the concept of using heraldry for misfits.

https://www.behance.net/gallery/95701533/Heraldry-Ironic-Rebranding

Bibliography

Counter Print (2015) Modern Heraldry; Seals, Stamps, Crests & Shields.London

Diagram Group (1997) Understanding the Basics Heraldry.London:Brockhampton Press

Friar & Ferguson (1993) Basic Heraldry.London:W.W.Norton & Company

Gardner Bill (2013) Logo Creed.Beverly, MA : Rockport Publishers

Hyland Angus & Bateman Steven (2011) Symbol. London:Laurence King Publishing Ltd.

Muller Jens & Wiedermann Julius (2015) Logo Modernism. Koln: Taschen

Mukada Naoki (1987) Emblems. Tokyo:Bijutsu Shuppan-sha

Neubecker Ottfried (1988) Heraldry : Sources, symbols & meaning. London:Black Cat

Piercy Joseph (2017) Symbols : A universal Language.London:Michael O’Mara Books Ltd.

Spurrier Peter (1997) The Heraldic Art Source Book. London:Blandford