In England The College of Arms and in Scotland The Court of the Lord Lyon administer the granting of arms on behalf of the monarch. The right to bear arms is granted to individuals, not surnames or families (but it is inherited by heirs when the holder dies). The patent, a legal document that makes the grant of an Achievement of Arms, includes a description in words called a Blazon. The blazon is the legally enforceable description. Modern patents do include a pictorial representation which makes them very attractive, but early patents had no illustration. The blazon is written in heraldic language and describes how the shield is divided up, the colours used and the types and position of charges. There is some leeway for artistic interpretation. For example using a different shade of red (gules) or drawing an heraldic lion in a slightly differnt style would still match the blazon.
Fox-Davies A complete guide to Heraldry is a good reference for heraldic terms.