To be able to unlock the effect symbols, you need to complete achievements and collect achievement points.
In the table below you can see the coat of arms symbols and find out when and for how much they can be unlocked and what effect they will give you.
If you have already achieved enough points and unlocked your first symbols with effects, you need to put them on the coat of arms. You have two options, a larger symbol (with double bonus) or 2 small symbols (with basic bonus). So, for example, you can combine the coat of arms on the food with the coat of arms for the glory bonus with small symbols.
In conclusion. By choosing and completing the suitable achievements you can very quickly reach coats of arms with a bonus on honey and mead. 