motto
//ˈmɒt.əʊ//
Noun
mottoSingular
mottosPlural
1
A short sentence or phrase expressing a belief, aim, or ideal that guides the behavior of a person, group, or institution.
Our company's motto is 'Customer first.'
2
A phrase or sentence inscribed on an object, such as a coat of arms, badge, or banner, representing its owner's principles.
The family's coat of arms bears the motto "Honor and Loyalty."