The history behind the coveted British Royal Warrant of Appointment and its influence on branding.

I have always been infatuated with the British Coat of Arms you see on various British products. You know those seals that say "By Appointment to HRH ..."

I have always wondered what that meant?  It always made the product so much more distinguished. And always made the company's logo look so elegant.

When I was younger we used to visit London quite a bit and these coat of arms were seemingly ubiquitous - On the side of buildings, on trucks, on packaging, on signs, even on napkins. Seemingly any company could digitize these coat of arms and add them to their logos. Sometimes they had one and sometimes they had two and sometimes they even had three different coat of arms on top of their logo! 

One was good but three?!  That was impressive. But what did it all mean? 

I have to admit I am a sucker for tradition and heritage, and the British certainly embody both.

So here is the story -

From earliest times the monarch and court, like any other household, needed goods and services - from making robes to repairing roofs. Competition for Royal favor was intense, so the monarch had the pick of the country's most skilled and talented trades people

The first rewards for this loyal service were Royal Charters granted to the trade guilds, later known as Livery Companies. The earliest recorded Royal Charter was granted by Henry II to the Weavers' Company in 1155. In 1394 Dick Whittington helped to obtain a Royal Charter for his own company, the Mercers, who traded in luxury fabrics.

By the 15th Century Royal Tradesmen were recognized with a Royal Warrant of Appointment. An early recipient was William Caxton, England's first printer, who was appointed King's printer in 1476.

In the late 18th Century Royal tradesmen began displaying the Royal Arms on their premises and stationery. But it was Queen Victoria who ensured that Royal Warrants gained the prestige they enjoy today. During her 64 year reign The Queen and her family granted more than 1,000 Royal Warrants, eight times as many as The Queen's uncle, King George IV. They included companies such as Fortnum & Mason, Schweppes and Twinings, which still hold Royal Warrants today. 

So how do I get one? 

Three members of the Royal Family currently grant Royal Warrants. 

• HM The Queen, who has two Royal Arms, one used in Scotland.
• HRH The Duke of Edinburgh
• HRH The Prince of Wales, who also holds the title of Duke of Rothesay in Scotland.

Royal Warrants are granted, usually for five years, to a named individual, who must be the Chief Executive Officer, Managing Director, Sole Proprietor or the holder of a senior management appointment with direct access to the Board of Directors. This person, the Grantee, is personally responsible for ensuring the Royal Warrant is used correctly.

Royal Warrant holders may display the relevant Royal Arms with the words 'By Appointment' on their product, stationery, buildings, vehicles, advertising and packaging. There are strict rules on using and displaying the Royal Arms.

Royal Warrants are automatically reviewed by the Lord Chamberlain's Committee one year before they are due to expire. As part of the review, companies must provide evidence of the goods and services they have supplied to the Royal Household over the past five years. Royal Warrants are further reviewed if the Grantee dies or leaves the business, or if the company goes into liquidation or is sold and as a consequence the company name is changed.

Source: The Royal Warrant Holders Association.

How many crowns does your product have?

From clothiers, to printers and even hairdressers, the crests add an elegant touch, let alone credibility to any company. It seems that no matter what font is used, they all look so.... regal.
When you think about it, if they are good enough for Royalty they are probably good enough for you and me.