royal seals and bulla were used strategically to represent the desired image of the ruler. Depending on the respective political situation – a new dynasty coming to power, two candidates contesting for the throne or a young son being introduced as king during his father’s reign – the strategies employed differed, sometimes emphasising continuity, sometimes painting a picture distinctly different from the king’s predecessor. Mareikje Mariak explores the evolution of seal design from the times of Otto I to Frederick II taking into account elements of visual representation as well as inscriptions and aspects of the imprints’ materiality. Possible reasons for designing a new seal are also considered, as are situations in which two or more seals were in use at the same time.