Motto (noun)

1. A short sentence or phrase chosen as encapsulating the beliefs or ideals of an individual, family, or institution.
2. A phrase or slogan that expresses a goal or purpose.

Origin:

Late middle english: from latin muttum "a word", later "a word or phrase chosen as a device or slogan", from muttire "to mutter".

Examples:

1. The company"s motto is "quality and service".
2. The school"s motto is "Excellence in education".
3. The motto of the organization is "Empowering youth".
4. The motto of the country is "Liberté, égalité, fraternité" (liberty, equality, fraternity).
5. The motto of the military unit is "Courage and Honor".