motto
US /ˈmɑː.t̬oʊ/
UK /ˈmɑː.t̬oʊ/

1.
lema, divisa
a short sentence or phrase chosen as encapsulating the beliefs or ideals of an individual, family, or institution
:
•
Their family motto is 'Strength in Unity'.
El lema de su familia es 'La fuerza en la unidad'.
•
The school's motto encourages perseverance.
El lema de la escuela fomenta la perseverancia.