The 2017 College of Arms fee schedule for a coat of arms and crest is shown below. "Impersonal" arms would be for a city or town or church. The arms without crest would be the shield.
The crest is above the shield and typically adorns a helmet. In the North Warwickshire Borough Council coat of arms the crest is a lion rampant holding a cross fleury.
A "badge" is an armiger's equivalent to a logo. It would appear on clothing worn by staff, for example. It is interesting that the badge is priced only for commercial companies.
Any graduate of a good college with no identifiable character blemishes and a connection to England or Wales (as would be the case for any graduate of an English University) can petition to the Queen for a coat of arms.
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