The design shows a silver deer on a red background and therefore has a slightly Christmassy vibe, though the official account from the Presidential Chancellery describes it more soberly: "This deer heraldically shows Sēlija's historical connection with the Duchy of Kurzeme-Zemgale, fits harmoniously into the line of the coats of arms of the existing historical lands, and shows Sēlija's story – its uniqueness, identity and history."
President Egils Levits has made identifying and codifying what constitute Latvia's "historical lands" one of the central themes of his presidency. As far back as July 2020 he started a series of discussions on the matter before submitting laws to the Saeima in line with his presidential prerogative that include Sēlija as a region alongside Vidzeme, Latgale, Kurzeme, and Zemgale.
