- The Governor General of Canada
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Labatt Brewing Company Limited
Toronto, Ontario
Grant of Arms, Supporters, Flag and Badge
June 15, 2017
Vol. VI, p. 731
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Blazon
Arms
Or an arrowhead Gules double-fimbriated Argent and Sable between three hops proper;
Crest
A Labatt Streamliner truck affronty proper;
Supporters
On 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;
Symbolism
Arms
The 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.
Crest
The 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.
Supporters
The 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.