motto [mottos](sentence, phrase or word forming part of an heraldic achievement) noun [UK: ˈmɒ.təʊ] [US: ˈmɑːto.ʊ]Do you have a motto? = Har du ett motto?
watchword [watchwords](word used as expressive of a principle) noun [UK: ˈwɒt.ʃwɜːd] [US: ˈwɑːˌt.ʃwərd]
