motto(на гербе; (a short sentence or phrase which expresses) a principle of behaviour etc.); slogan; posy(на кольце и т. п.); watchcry; logotype(рекламный; на упаковке); watchword(a motto or slogan used by members of a group of people who think (or act) alike • Let freedom be our watchword); tag line(bookworm); bearings(на гербе); bearing(на гербе); word; banner(Interex); battle cry(1 : a word, phrase, or sound that is shouted by soldiers in a battle : war cry 2 : a phrase or saying that is used to make people support an idea, a cause, etc. "Just Say No!" was the President's battle cry [=rallying cry] for stopping the use of illegal drugs. MWALD. 'Reclaim the night' was the battle cry of women fighting for the right to walk safely at night. CALD. * "Power to the people!" was their battle cry. * And we bear the glorious stars for the Union and the right, Shouting the battle cry of Freedom! * The new battle cry was: Year-Round Casual. * Their battle cry at the moment is: To know synchronized swimming is to love synchronized swimming. LDOCE Alexander Demidov); mission statement(In practice, Sputnik's mission statement–"Telling the Untold"–means that Sputnik's content should reflect the Russian side of any news story4uzhoj); devise; impress(на щите, печати); ethos(suburbian); spread
