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DictionarymottoGuiding phrase
noun

motto

MAH-toh/ˈmɑːtəʊ/

A short phrase expressing a guiding principle, aim, or ideal.

The hiker follows the motto 'Keep going' while persisting uphill.

A hiker's small plain badge bears only the essential guiding motto 'KEEP GOING', while they persist uphill.
Etymology
mottoLatina grunt; a word

From muttum, “a grunt” or “a word,” motto came to mean a short phrase explaining an emblem. Such a phrase could then express a principle adopted as a rule of conduct.

In context

TED4:45
including those whose motto might be "don't do evil," to pay taxes
Chrystia Freeland: The rise of the new global super-rich

More examples

  • She chose a motto for the club.
  • The motto appears above the entrance.
  • His personal motto guided difficult decisions.

Forms

motto · mottos · mottoes

Similar words

slogan
A memorable promotional or political phrase.
maxim
A brief statement of a general rule or truth.