Wix installed app (and shortcut) shows admin symbol - installation

Question

After successfully creating and testing an application I've also manually created the installer for this app using Wix instead the ClickOnce provided by VS.
Anyway, the installation is successful, places all the registry keys in correct locations, same for files where they need to be, and the shortcuts (and all is cleaned up afterwards).
The issue is not critical, I'm just really picky :D
On the main exe file that the Wix setup is installing, and on the shortcuts that points to this, they have the little blue and yellow admin shield on the bottom right of the icons. The application does not require admin permissions to work properly, nor does the application actually bring up the UAC or run as admin anyway (unless explicitly done through right-click > Run as admin).
The question is how do I prevent the shield from being applied to the application and shortcut icons?
<?xml version="1.0" encoding="UTF-8"?>
<Wix xmlns="http://schemas.microsoft.com/wix/2006/wi"
xmlns:netfx="http://schemas.microsoft.com/wix/NetFxExtension">
<?include "Macros.wxi" ?>
<!-- Installation Settings -->
<Product Id="*"
Name="$(var.NameApp)"
Language="1033"
Version="1.0.0.0"
Manufacturer="$(var.NameCompany)"
UpgradeCode="$(var.GUID_Upgrade)">
<Package InstallerVersion="200"
Compressed="yes"
InstallScope="perMachine"
Comments="Windows Installer Package"/>
<Media Id="1"
Cabinet="product.cab"
EmbedCab="yes"/>
<MajorUpgrade DowngradeErrorMessage="A newer version of this software is already installed" />
<!-- .NET Framework Check -->
<PropertyRef Id="NETFRAMEWORK40CLIENT" />
<Condition Message="This application requires .NET Framework 4.0. Please install the .NET Framework then try again">
<![CDATA[Installed OR NETFRAMEWORK40CLIENT]]>
</Condition>
<!-- Installation files, folders, reg-keys, shortcuts, etc -->
<Directory Id="TARGETDIR" Name="SourceDir">
<!-- Program Files Folder -->
<Directory Id="ProgramFilesFolder">
<!-- Company Application Folder -->
<Directory Id="INSTALLDIR" Name="$(var.NameCompany)">
<!-- Main Application Files -->
<Component Id="CmpAppMain" Guid="$(var.GUID_CmpAppMain)">
<File Id="FileAppMainEXE" Source="$(var.PathExe)" Vital="yes" />
<RegistryKey Root="HKLM"
Key="SOFTWARE\$(var.NameCompany)\$(var.NameApp)">
<RegistryValue Name="installed"
Type="integer"
Value="1"
KeyPath="yes" />
</RegistryKey>
</Component>
<!-- Common DLLs for multiple apps -->
<Component Id="CmpAppLibs" Guid="$(var.GUID_CmpAppLibs)">
<File Id="FileDeviceDLL" Source="$(var.PathLibDevice)" Vital="yes" />
<File Id="FileUtilDLL" Source="$(var.PathLibUtil)" Vital="yes"/>
<RemoveFile Id="FileClrDevice" Directory="INSTALLDIR" Name="Comms.log" On="uninstall"/>
<RegistryKey Root="HKLM"
Key="SOFTWARE\$(var.NameCompany)">
<RegistryValue Name="Lib Path"
Type="string"
Value="[INSTALLDIR]" />
<RegistryValue Name="Lib Ver"
Type="string"
Value="1.0.0"
KeyPath="yes" />
</RegistryKey>
</Component>
<!-- Common Resource Files -->
<Directory Id="FolderResource" Name="rsc">
<Component Id="CmpAppRsc" Guid="$(var.GUID_CmpAppRscs)">
<File Id="RscOilDb" Source="$(var.PathRscOil)" Vital="no" KeyPath="yes"/>
</Component>
</Directory>
</Directory>
<!-- END - Company Application Folder -->
</Directory>
<!-- END - Program Files Folder -->
<!-- Start Menu Folder -->
<Directory Id="ProgramMenuFolder">
<!-- Start Menu Company Folder -->
<Directory Id="ProgramMenuCompany" Name="$(var.NameCompany)">
<Component Id="CmpLnks" Guid="$(var.GUID_CmpLnks)">
<Shortcut Id="LnkStartMenu"
Name="$(var.NameApp)"
Description="$(var.NameApp)"
Target="[INSTALLDIR]$(var.NameExe)"
WorkingDirectory="INSTALLDIR">
<Icon Id="IconApp" SourceFile="$(var.PathRscIco)" />
</Shortcut>
<RegistryKey Root="HKCU"
Key="SOFTWARE\$(var.NameCompany)">
<RegistryValue Name="Lnk"
Type="integer"
Value="1"
KeyPath="yes" />
</RegistryKey>
<RemoveFolder Id="RemoveStartLnk" Directory="ProgramMenuCompany" On="uninstall" />
</Component>
</Directory>
<!-- END - Start Menu Company Folder -->
</Directory>
<!-- END - Start Menu Programs Folder -->
</Directory>
<!-- END - TARTGETDIR -->
<Feature Id="FeatCore" Title="Core Application Files" Level="1">
<ComponentRef Id="CmpAppMain" />
<ComponentRef Id="CmpAppLibs" />
<ComponentRef Id="CmpAppRsc" />
</Feature>
<Feature Id="FeatLnks" Title="Start Menu Shortcut" Level="1">
<ComponentRef Id="CmpLnks" />
</Feature>
</Product>
</Wix>

Answer 1

Does the app have a manifest at all? I'm wondering if it's got a
highestavailable or asInvoker setting that means that it might
sometimes elevate, and I'm assuming from what you said that it doesn't
have a requiresAdministrator setting there.
A manifest is nearly always embedded in the exe itself, that's what
needs verifying. I'm guessing that the exe is being built with an
embedded manifest. No need to include it in the install.
Thanks for the info. The issue was with the manifest which wasn't being generated in the first place due to ClickOnce settings, and then once I've generated or made my own manifest for the project it's also not being embedded into the executable.
ClickOnce publishing places it within the installation directory with the installer it generates for you. Because I didn't want to use click once (and I assumed after reading about the manifest it would be embedded in exe) my app didn't have a manifest...
The only thing I'm curious about now is why the default behavior is to ask for admin rights (I thought that would be the worst thing to do by default).
Anyway... Thanks for the help