[A]s nothing is more dishonorable and shameful to a Captain or general than the loss of his Banner, Standard, or Guydon, etc. so no service in field of greater worship,
and better worthy of reward, than to preserve the same from the hands and dishonor of the enemy.

– From The Blazon of Gentrie by Sir John Ferne (1586), p101

The term standard properly refers to the long tapering flag used in battle, and under which an overlord mustered his retainers in battle. This did not display his armorial bearings.

A Complete Guide to Heraldry by A. C. Fox-Davies, p. 474