So at last we have a card of Group one of this set ! And you can read about all the rest of this fascinating group in our research blogs, under "B for Borough Arms".
This card is included not just for that reason though, for look, it shows open books, and with proper bindings. The correct description of the arms is "A chevron engrailed gules between two pigeons in chief and an uprooted oak tree in base proper. A silver cross flory on an azure chief between two open books, also proper binding and clasps of the first." There is a story to this, and it revolves round those pigeons, for the spring which brought fame to the borough was only discovered by it being repeatedly visited by flocks of birds, and when tasted it was discovered not to just be water, but to be salty, and therefore different, worthy of investigation. The trees are there because Cheltenham is also famed for its many trees.
This coat-of-arms was only granted in 1877, and the books were included simply to show that it was a centre of education, in fact the banner inscription is Latin, "Salubritas et Eruditio" - which translates to "health and learning". The oldest reference on the entire arms is that little silver cross, on the top line of the shield, for that stands for Edward the Confessor, the owner of much of the land that today lies beneath Cheltenham.
This set is a long one, with many sections, but today`s card comes from the group which was issued first of all. That was described in our Wills reference booklet part II (RB.11, issued in 1948) as :
19. BOROUGH ARMS (untitled).
This series comprises City, University, Town and Borough Arms; it is perhaps best known under the title "Borough Arms" although "Civic and University Arms" might be a more accurate description.
Fronts printed in full colour, no frame lines, with "Wills` Cigarettes" across fronts of cards. Numbered series have numbers on fronts in small circle, or on backs with text. Backs in grey, with modified star and circle ornamental design to permit insertion of Imperial Tobacco Clause at base. No "Ld." after Wills` name in circle. Later series have text and maker`s name on backs. Issue date from June, 1904
Printed by Mardon, Son & Hall.1. Unnumbered set of 50 (as detailed overleaf) with modified Star and Circle ornamental design backs, with I.T.C. Clause. Backs in blue-grey.
This comparison table, which follows in that original booklet, lists the cards in this first set in alphabetical order, but adds two columns that show the different numbering between the second and third printings, both of which were numbered, differently.
In our original World Tobacco Issues Index, tthis list is missing, but our part of the set is described as simply :
BOROUGH ARMS. (A). Sm. See W/19. ... W62-62
1. First 50 subjects
A. Scroll back. Front (a) unnumbered (b) numbered
B. Descriptive back with (a) plain numeral (b) numeral and "Second Edition".
This is exactly the same text in our updated World Tobacco Issues Index, but a new code has been generated.