The contents of this Register are intended for research purposes only. The heraldic emblems found in the Register may not be reproduced in any form or in any media without the written consent of the Canadian Heraldic Authority and/or the recipient.
Toronto, Ontario
Grant of Arms, Supporters, Flag and Badge
June 15, 2017
Vol. VI, p. 731
Arms of the Labatt Brewing Company LimitedBlazonOr an arrowhead Gules double-fimbriated Argent and Sable between three hops proper; SymbolismThe spearhead, which was Labatt’s main emblem between the late 19th and mid-20th centuries, represents the company’s strength and its leadership role in the Canadian brewing industry. The hop, an important flavouring and stability agent in beer, recalls Labatt’s commitment to the values of authenticity, quality and sustainability. The gold colour commemorates the many medals won by Labatt products over the course of its history. |
CrestBlazonA Labatt Streamliner truck affronty proper; SymbolismThe iconic all-Canadian Streamliner truck, used for shipping and advertising from the 1930s to the 1950s, is emblematic of Labatt’s bold and innovative character as well as its pride in its heritage. |
SupportersBlazonOn a mount of barley Or issuant from barry wavy Argent and Azure two Budweiser Clydesdale horses each resting its interior hind leg on a beer barrel fesswise proper; SymbolismThe horses and kegs recall those that the company used until the 20th century to transport its products. The Budweiser Clydesdales also evoke one of its brands, as Labatt has brewed and distributed Budweiser in Canada since 1980. Barley, used in the brewing process, has also been widely used as a symbol in Labatt logos and advertisements for decades. The wavy lines symbolize the water used in the brewing process and the Thames River in London, Ontario, next to which the brewery sits. |
Flag of the Labatt Brewing Company LimitedBlazonOr papilloné reversed Argent, adextré Or an arrowhead Gules edged Argent and Sable; SymbolismThe symbolism of this emblem is found in other element(s) of this record. |
Badge of the Labatt Brewing Company LimitedBlazonAn octagon Gules voided Argent, overall an arrowhead Gules double-fimbriated Argent and Sable, all surmounting four maple leaves in saltire Or; SymbolismThe maple leaves around Labatt’s spearhead emblem represent the company’s patriotism. |
MottoBlazonTHROUGH PARTNERSHIP AND PERSEVERANCE; SymbolismThis phrase, inspired by the mottoes of John Kinder Labatt’s hometown of Mountmellick, Ireland (“Friendship through partnership”), and the company’s hometown of London, Ontario (“Through labour and perseverance”), highlights two core values which have defined Labatt since 1847. |
BackgroundCanada Gazette InformationThe announcement of the letters patent was made on March 31, 2018 in Volume 152, page 896 of the Canada Gazette.  |
Additional InformationCreator(s)Original concept of Samy Khalid, Saguenay Herald, assisted by the heralds of the Canadian Heraldic Authority. PainterDavid Farrar CalligrapherKathy Feig Recipient TypeCivil Institution |