This has been around for so long.
It's 'in your face' too.
Scroll down for the family logo and read all about it.
"Depiction of the biscione swallowing a child, the coat of arms of the House of Visconti, on the Archbishop's palace in Piazza Duomo in Milan, Italy"
https://en.wikipedia.org/wiki/Biscione
"The biscione (Italian pronunciation: [biʃˈʃoːne]; Milanese: bissa [ˈbisa], plural: "biscioni"), also known as "the vipera" ([ˈviːpera]; "viper"), is a heraldic charge showing on argent an azure serpent in the act of consuming a human; usually a child and sometimes described as a Moor or an Ottoman Turk."
I ran across this post on voat that started me down that rabbit hole...
https://voat.co/v/pizzagate/2999410
The post itself might be a complete larp but the family logo is definitely not a larp.
Creepy.
And the moto is latin for I will not violate the customs of the serpent.