Other terminologyA totem is specifically an animal emblem that expresses the spirit of a clan. Heraldry knows its emblems as charges. The lion passant serves as the emblem of England, the lion rampant as the emblem of Scotland.An icon consists of an image (originally a religious image), that has become standardized by convention. A logo is an impersonal, secular icon, usually of a corporate entityEmblems in historySince the 15th century the terms of emblem (emblema) and emblematura belong to the termini technici of architecture. They mean an iconic painted, drawn, or sculptural representation of a concept affixed to houses and belong — like the inscriptions — to the architectural ornaments (ornamenta). Since the publication of De architectura libri decem by Leon Battista Alberti (1404–1472) the emblems (emblema) are related to Egyptian hieroglyphics and are considered as being a secret iconic language. Therefore the emblems belong to the Renaissance knowledge of antiquity which comprises not only Greek and Roman antiquity but also Egyptian antiquity as proven by the numerous obelisks built in 16th and 17th century Rome.
The 1531 publication in Augsburg of the first emblem book, the Emblemata of the Italian jurist Andrea Alciato launched a fascination with emblems that lasted two centuries and touched most of the countries of western Europe. "Emblem" in this sense refers to a didactic or moralizing combination of picture and text intended to draw the reader into a self-reflective examination of his or her own life. Complicated associations of emblems could transmit information to the culturally-informed viewer, a characteristic of the 16th century artistic movement called Mannerism.
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