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My family lineage is the Norwegian Vikings (my apologies for not yet learning the language).
In the early part of the 7th century, tribal clans sought to identify themselves through various images. These were usually something related to nature and describing the clan's attitude and manner of dealing with life. The images were displayed on banners, ship's sails, clothing and shields. They served to identify property, land boundaries, kinships and allies from enemies. In the ensuing centuries many disputes and outright battles were fought over a family's use of a specific image or even the manner it was used. The whole idea was largely unregulated and anyone could lay claim to any image so long as they could defend it.
Around the 10th century, my direct ancestors achieved such status that the King granted them, and many others, the honor and privilege of recording an undisputable banner, later known as a Coat of Arms or Armorial. Historically they had chosen a battle ready golden wolf upon a solid black field. Each of the three silver stars are separate awards bestowed over time by the then and there reigning King for specific deeds of exemplary valor in direct service and benefit to the Crown.
It was around the 11th-13th centuries that Heraldry was first truly regulated by most countries, especially Scotland, Great Britain, Ireland, France and Spain. The Scots and British were reputed to be particularly diligent and precise about it.
As my family tree extended and members migrated through Europe and North America, the features (ordinaries, charges and in some instances the tinctures) of the Armorial took on different flairs reflecting family offshoots and local culture.
The original direct depiction of the Coat of Arms is shown on this site as my established lineage and trademarked logo. My company's name and my online persona are purposely reflective of it.

'Vincit qui se vincit'.

'He conquers, who conquers himself'.