There is something timeless about a coat of arms. For centuries, coat of arms have symbolised authority, credibility and heritage, qualities many modern businesses still want to project. What most people don’t realise, though, is that coats of arms are not just for noble families or universities. Under English heraldic law, companies can apply for one too.
This guide explains how the process works, who qualifies, what it costs and how to protect your design. It also explores practical alternatives for businesses that love the heraldic look but don’t need (or qualify for) a formal grant.
If you are exploring heritage-style branding or need advice on protecting a new design, our trade mark solicitors can help you secure the rights that protect your brand identity.
Contents:
Who can apply for a grant of arms?
Coats of arms in England are granted by the College of Arms, an official heraldic authority dating back to the 15th century. Grants are not automatic, they are awarded at the discretion of the Kings of Arms to individuals or organisations deemed to be “of good standing.”
**Historically, coats of arms were marks of personal honour and distinction, often granted to knights, nobles, and individuals who had rendered notable service to the Crown or country. Over time, this evolved into a broader system that recognises both personal merit and institutional achievement. Today, the right to apply for a grant is open to anyone, individual or corporate, who meets the College’s standards of respectability, integrity, and permanence.
Applicants must generally be UK citizens or corporations registered in the UK, though citizens of Commonwealth countries where the Crown remains Head of State may also apply. For individuals, “good standing” typically means professional accomplishment, public service, or contribution to society, for example, through law, academia, charity, or leadership. For companies, it means being well-established, reputable and financially sound.
The College of Arms also assesses an applicant’s character, history and community contribution, ensuring that the honour reflects both personal achievement and enduring legacy. A grant of arms is therefore more than decorative, it’s a form of national recognition that binds the recipient to centuries of heraldic tradition and civic pride.**
Several household names, including Tesco and Marks & Spencer, hold coats of arms that reflect their history and social contribution. For them, the honour conveys prestige and trustworthiness, a visual shorthand for heritage that’s especially valuable in consumer and investor communications.
How does a company obtain a coat of arms?
The process starts with a formal petition to the College of Arms. A herald (a professional officer of arms) is assigned to guide the applicant through the process and advise on eligibility.
The College will ask for information about the company’s background, including its founding date, structure, achievements, and reputation. This helps the herald determine whether a grant of arms is appropriate and if so, what symbolism might suit the organisation.
During this stage, it’s common for the herald to conduct research into the company’s origins, previous branding and any historical connections that might influence the design. If the company’s founders have personal coats of arms, these can inspire elements of the corporate version. The herald may also consult archives or armorial records to ensure that proposed designs don’t duplicate existing arms,,maintaining the legal distinctiveness of each new grant.
Applicants are encouraged to think about their values, mission and legacy, as these are often reflected in heraldic symbols. Colours, animals and patterns (known as “charges”) each carry traditional meanings,for instance, gold represents generosity, blue denotes loyalty and lions or eagles often symbolise courage and leadership. The final composition is meant to tell a visual story of who the company is and what it stands for.
If approved, the design process begins. Each coat of arms is unique and tailored to the applicant’s story. The herald creates the design, which must then be approved by one of the Kings of Arms and issued under letters patent, a formal legal document.
Cost and timeframe
The current fee for a grant of arms for a company is around £24,510 and the process can take several months from start to finish. It’s a significant investment, but for businesses seeking to underline their legacy or institutional gravitas, it’s one with long-term value.
Using a coat of arms in a commercial setting
Once granted, a company can use its coat of arms freely for business purposes, on stationery, websites, signage, packaging, or even as part of its logo. There are some restrictions: employees, for example, cannot wear ties or badges bearing the arms unless a separate licence or grant has been issued to them personally.
From a branding perspective, a coat of arms can be a powerful asset. It conveys heritage, stability, and credibility, helping businesses present themselves as trustworthy and well-established. Some companies integrate heraldic elements subtly, such as shields or crests, into modern logo designs to balance tradition with contemporary appeal.
Take major retailers or universities, for example; their coats of arms don’t just appear on letterheads but also on campus branding, merchandise, packaging and advertisements. In this way, they serve as shorthand for longevity and integrity, qualities that inspire confidence in customers and partners alike.
How can you protect a coat of arms?
Historically, disputes over coats of arms were resolved in the Court of Chivalry, but that court is now largely dormant, with only one sitting since the 18th century. Today, protection depends on modern intellectual property law.
There are two key sources of protection:
- Copyright: The artistic design of the arms is automatically protected as an original work of art, preventing others from copying it directly.
- Trade mark registration: This is the practical route for most companies. Registering your arms (or a heraldic-style logo) as a trade mark with the UK Intellectual Property Office gives you exclusive rights for commercial use, allowing you to stop others using similar designs that could cause confusion.
Without trade mark protection, enforcing rights in a coat of arms used for business purposes can be difficult. Copyright protects the creative expression of the image itself but trade marks protect signs used in commerce to identify the source of goods or services, which is usually what matters most to a business.
Can you trade mark your coat of arms?
Yes, companies can apply to register their coat of arms as a trade mark. Doing so offers a number of advantages:
- Exclusive rights to use the design in connection with your goods or services.
- Stronger enforcement tools, including the ability to prevent others from using confusingly similar imagery.
- Commercial security, making the mark an asset that can be licensed, sold, or leveraged in brand partnerships.
Before applying, it’s wise to consult both a trade mark solicitor and the Garter King of Arms to ensure the design meets heraldic standards and doesn’t conflict with other registered marks. Once registered, you should also monitor your trade mark for unauthorised use to maintain exclusivity.
Trade mark protection complements rather than replaces the heraldic grant, the one formalises status and tradition; the other provides legal strength in the modern marketplace.
Coats of arms prohibited from registration as trade marks
Not all heraldic imagery can be registered as a trade mark. UK law prohibits marks that include or closely resemble royal insignia, official emblems, or state symbols unless explicit permission is granted by the Crown or relevant authority.
This prevents misleading associations with government or royal patronage. Designers inspired by regal or institutional motifs should tread carefully, even subtle references, for example, to crowns or national symbols, can trigger objections from the UK Intellectual Property Office.
If your design draws on heraldic traditions, professional legal review before use or registration is essential to avoid infringing protected symbols or misleading consumers.
Summary
If you are contemplating this type of branding for your company, expert legal advice is crucial. Our trade mark solicitors regularly assist clients in developing commercially effective, legally compliant brand strategies. We will review your ideas and business goals and consider any possible legal implications under the law of arms, trade mark law and any other relevant legal principles. We will work with you to develop a powerful branding strategy that aligns with your corporate identity, adheres to all applicable laws and is eligible for trade mark protection.
