motto

A motto is a short phrase or sentence that expresses a guiding principle, belief, or aspiration for a person, family, organization, or institution. It is often intended as a durable rule that informs actions and decisions over time. While a slogan is typically used for advertising or campaigns, a motto is meant to endure as a point of reference and inspiration. In heraldry and institutional insignia, mottos are commonly inscribed on coats of arms, seals, banners, or plaques and may be in Latin or another language.

The term motto derives from Italian motto, meaning a word or inscription, a usage that reflects its early association with heraldic devices and seals. In English, the word has broadened to cover any compact, guiding statement, regardless of language, that a group or individual adopts as a point of reference.

Mottos appear in many contexts, including personal mottos that reflect an individual’s values, family mottos passed down through generations, institutional mottos used by universities or corporations, and national or royal mottos adopted by governments or monarchies. They are typically concise, memorable, and expressive of core aims or virtues.

Notable examples include the United States national motto “In God We Trust,” adopted in 1956. The phrase “E pluribus unum” features on the Great Seal and has served as a historic motto for the United States. Canada’s official motto is “A Mari Usque Ad Mare.” The royal motto of the United Kingdom is “Dieu et mon droit.” These examples illustrate the variety and enduring role of mottos in public and private life.

See also: Heraldry, Slogan, Maxim, Coat of arms.