The shield on a family crest is usually called an escutcheon , or simply the shield / arms in heraldry. It’s the main part of a coat of arms, while the crest is the separate symbol above the helmet.

Quick distinction

  • Escutcheon : the shield itself.
  • Crest : the figure or symbol above the helmet, not the shield.
  • Coat of arms : the full heraldic design, including the shield and other elements.

Plain-language answer

If someone says “family crest” casually, they often mean the whole design, but in proper heraldic terms the shield is the escutcheon. The crest is only one part of the full achievement, usually placed on top.