Society for Creative Anachronisms. It's a re-enactment group.
Y'know how you see those Civil War reenacters on TV, where they replay great battles in Civil War History? Same sorta thing, but the SCA is all about more medieval times, you'll see everything from people dressed as samurai of feudal japan to vikings to hoplites to...the list goes on and on. But many of the "purist" SCAdians (the self-given term for those who are members of the SCA) have a big thing with everything being "period," that is, accurate to the time period from which it comes. No science fiction stuff, no fancy fake armor, none of that kinda stuff.
And heraldry is a large part of it, there are entire huge groups in the SCA devoted to accurately knowing heraldry and reproducing authentic "Coat of Arms" or "Arms" or "Devices" however they are termed by the user, to use on your own armor and shields and whatnot.
And when I say armor and shields, I'm talking 12-16 guage steel, totally authentic (often handmade as well), and the "swords" they use are 3-4 inch thick pieces of ratan (a very strong, durable wood) that they beat the tar out of with. People regularly walk away with concussions and broken bones from it.
It's like hardcore nerdom. :(