The heraldic term for the color red, depicted on heraldic shields and coats of arms, representing bravery and strength in medieval tradition.
From Old French 'gueules', plural of 'gueule' (throat). The term entered English heraldic vocabulary in the medieval period. Originally referring to the red inside of the mouth, it became the technical term for red in heraldic art and description.
When a medieval knight wanted his coat of arms described in writing so it could be recreated anywhere, heralds used color code-words like 'gules'—this was the technical language of medieval official identity, basically the medieval version of registering a trademark!
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