motto
n. countablen. a short sentence or phrase that expresses the aims or beliefs of a person or group. You use it to remind yourself or others of what is important to you.
n. a short sentence or phrase chosen as encapsulating the beliefs or ideals guiding an individual, family, or institution.
My personal motto is 'never give up'.
The school's motto is printed on every student's uniform to remind them of the value of hard work.
While many corporate entities adopt a catchy motto for marketing purposes, the most enduring ones reflect a genuine commitment to a specific set of ethical principles.
Borrowed from Italian motto (“a word, a saying”), from Latin muttum (“a mutter, a grunt”), late 16th c. Doublet of mot.
Often appears in italics or quotation marks when cited directly; frequently paired with the verb 'to live by'.