Arms of Halliday granted to w:William Holliday (aliter "Hollidaie", "Halliday", etc) (c. 1565 – February 14, 1624) was a wealthy London merchant and chairman of the East India Company. 
Shortly before his death in 1624, William obtained a grant of arms from the College of Arms. The arms were: Sable, three helmets argent a bordure of the last, i.e. a black shield displaying three silver helmets all within a silver border.  The crest was a demi-lion guardant holding an anchor. This crest serves as the footrest of the effigy of Margaret Hungerford at Farleigh Castle. These arms  bear close resemblance to those granted in 1605 to his cousin Sir Leonard Holliday, Lord Mayor of London in 1605:[1]Sable, three close helmets argent garnished or within a bordure engrailed of the second (Guillim, Display of Heraldry[2]), 

the differences being in the garnishing of the helmets, the form and tincture of the bordure and (for the crest) the direction in which the lion faces.[3]
own work, using File:CloseHelmet English 16thCentury svgElement.svg by Lobsterthermidor (talk) 16:38, 12 April 2020 (UTC)
Lobsterthermidor (talk) 16:38, 12 April 2020 (UTC)