The original German is Wappen.
English rules have translated that variously as Pennant, Banner, Shield, or Coat of Arms.
The Rio Grande edition called it Pennant.
The Z-Man edition called it Banner.
And when Z-Man printed "Carcassonne II" (art by Pätzke instead of Matthäus), they called it Coat of Arms.
From the German forum:
Das Wappen in dem ...