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Civic heraldry of the United Kingdom
Additions : 1974 Charlton Kings UDC
Arms : Or a Chevron engrailed Gules between two Pigeons in chief and an Oak Tree eradicated in base proper on a Chief Azure a Cross flory Argent between two open Books also proper binding and clasps of the first.
Crest : On a Wreath of the Colours upon a Mount between two Branches of Oak a Fountain thereon a Pigeon all proper.
Motto: 'SALUBRITAS ET ERUDITIO' - Health and erudition.
The arms were officially granted on February 26, 1877.
The books were incorporated to represent Cheltenham as a centre for learning as a result of the establishment of the Ladies College and the College for boys, the Cross is that of Edward the Confessor who at one time owned much of the land that is now Cheltenham. It was a very healthy flock of Pigeons feeding at a local spring that led to the discovery of the healthy effects of the Cheltenham water which later led to the fame of Cheltenham. The Blue background at the top of the shield is also symbolic of the Spa waters.
The oak symbolizes Cheltenham's position, both historical and today, as one of Britain's foremost Garden towns. The Fleece sitting on top of the crest represents the fleece of the Cotswolds Sheep which were bought and sold during Cheltenham's early role as a market town serving the surrounding area.
A loose interpretation of the Motto - Salubirtas Et Eruditio - is Through Health and Learning, the two major factors in the historic growth and development of the town.
The arms as used on a JaJa postcard +/- 1905
The arms on a Wills's cigarette card, 1906
The arms in the Coffee Hag albums +/- 1935
The arms in Sandford Park (source)
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© since 1995, Heraldry of the World, Ralf Hartemink
Literature: Image and information provided by Laurence Jones (firstname.lastname@example.org)