It is a visual record of who is what. In the Middle Ages, most of the population could not read. The heraldic shield is a paragraph in pictures. The symbols tell specific things about the family that uses it, including the family motto (which people couldn't read in the first place.) If you were wealthy enough to need a crest, you made some pretty strong statements so that you would be noticed. The shield was/is a defensive weapon and the crests were added to identify the commoners who fought under the family name. If you were important enough to have a shield, you were a valuable fighter. So identifying a fighter was also a way for the opposite side to concentrate on those experienced fighters who could do more damage.
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To identify individuals by their name or their status.
Constantine put the sign of the cross on the shields of his men before the Battle of Milvian Bridge because it had appeared to him in a dream, a dream he thought had come from God.
Roman shields as well as the other military equipment was made by workers in the armories which were scattered throughout the empire.
Usually, roman shields were red. A few roman shields were found at Dura Europus (Modern-day Syria). These shields were red in color, some were the traditional rectangular roman shield, others were large ovals. They were made mainly of poplar wood, with leather around the edges, and a dome of iron or bronze in the center. During the second century, the decoration of lightning bolts and eagle wings were the popular design on the shield, though this trend seemed to fizzle out in the 3rd century.
The Romans did not invent the shield. Shields were a part of human weaponry before the dawn of civilization.