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Civic heraldry of Canada
Incorporated into : 2010 Newfoundland and Labrador
Arms : Gules a Crosse Argent In the first Quarter of the Escocheon a Lyon Passant gardant Crowned Or In the second an Unicorne passant of the second armed maned and unguled of the third gorged with a Crowne whereunto is affixed a chaine passing between his fore leggs and reflexed over his back of the last. In the third as in the second. In the fourth as in the first.
Crest: And for the Creast Upon an Healme Mantled Gules doobled Argent and a Wreath Or & Gules an Elke passant proper.
Supporters: The Escocheon supported by two Savages of the Clyme proper armed and apparaled according to their Guise when they goe to Warre
Motto: Quaerite prime Regnum Dei
The arms were officially granted on January 1, 1637 and confirmed in 1928.
The white cross on the red background is a reversal of the Cross of St. George, the old flag of England (similar to the reversal of the cross of St. Andrew for Nova Scotia), while the lion and the unicorn are the supporters of the British coat of arms (for England and Scotland, respectively).
The crest is remarkable in that it is an elk- there are no elk in Newfoundland, and never were (barring those possibly residing in zoos). It is probably there because no English herald in the early 17th century knew what a caribou was. The supporters are members of the Beothuk first nation (now extinct).
The motto beneath the shield reads "Seek ye first the Kingdom of God".
The arms have been shown in rather different designs, see below:
The arms on a Wills's cigarette card, 1910
The arms in the Continentale Verlags-Anstalt album, +/- 1910
The arms in the Abadie albums
The badge in the Abadie albums
The arms in a French publication (+/- 1890-1900)
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