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While there are many modern methods of showing one's support for a team, organisation or club - heraldic shields are the original way in which support and appreciation are shown.  In feudal Europe, family crests often took the form of a coat of arms, representing important themes that families wanted to promote and associate themselves with.  These distinctive designs would be embroidered on tunics, woven into flags and painted or engraved on plaques.  By creating its very own distinct coat of arms, each noble family could easily identify their troops in the chaos of battlefields.

While heraldic shields were originally limited to nobility, the common people eventually adopted their own, resulting in gradual regulation by some countries.  Either way, heraldry became more or less consistent, and was based largely on tradition and practical design.  In some countries, families maintained coats of arms, while in others like Scotland and England, they were given to individuals who would pass them down through generations.  Eventually, these images would be included in the emblems of universities, trade guilds and other organisations.

Modern day heraldry shields are much more frequently used.  One of the most popular use of the modern heraldic shield is representing sports clubs.

Rugby, cricket, sailing and rowing clubs are very well known for their custom shields, representing not only their organisation's philosophies but also a sense of family unity.  While these vary in appearance, replicas are often awarded to team members for special achievements. 

Because heraldry typically includes both symbolic imagery and a motto, they are especially popular with modern educational institutions like schools, colleges and universities.  As schools often have several sporting teams, shields represent a united school spirit,and provide a greater focal point than a simple logo-type can achieve.