By Natalie Bennett
We like to think of branding as a modern invention, part of our sophisticated media age, something that you might even have to study to understand. But back in what we used to call the “Dark Ages”, they were just as aware of the usefulness of creating images of themselves for others to absorb – just that the technology to do it was a little more basic. All it required was a suitable carving or cast and a lump of wax, and you could send your self-presentation around the world – or at least around Europe, where its imagery would be “read” just as though it were text.
According to “Good Impressions, Image and Authority in Medieval Seals”, a small but nicely formed and informative exhibition now at the British Museum, by about 1100 people recognised the authority of seals. So you get a tiny lead pilgrim flask of about 1185 from the shrine of Thomas Beckett at Canterbury. It would have been used for a mix of holy water and a drop of the saints blood. The back has a seal design showing the saint’s murder and in Latin “Thomas is the best doctor of the worthy sick”. Simple but clear, and apparently very effective branding.
But it wasn’t just saints who had their own brand, or even kings. Richard de Lucy, Chief Justiciar to Henry II moaned: ‘It was not the custom of old for every lesser knight to have a seal, they are proper only for kings and great men.”
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