Well, to be totally open, it’s not the country of England, but the American trucking firm C.R. England Global Transportation.
I was driving down the highway when I passed one of England’s tractor-trailer rigs, and noticed that the logo on it wasn’t the one I had been used to seeing on their trucks. That one can be seen in this picture here, taken some years ago for a presentation on the use of heraldry in the United States.
They’ve also added a thin gold outline to the shield (it really can’t be called a bordure), and some more blue into the mantling, not to mention changing the torse above the helm from azure and gules to argent/gray and gules. The helm has become slightly more stylized, and added some epaulets, so that it’s less like a helmet than it is an armored bust.
Overall, I suppose, it’s a bit of an improvement over their old logo, but it seems to me that they could have done even better with it than they did. Still, it’s heraldry of a sort, and I have to applaud anyone who is actively using heraldic display as a part of their “branding” or identity.
4 months ago