The correct answer is: motto.
Explanation
A motto is a short phrase expressing the guiding principle or aim of a person, group, institution, or political party. It summarizes core values or goals in a memorable way.
- Example mottos: Liberté, égalité, fraternité (France), Semper Fidelis (U.S. Marine Corps).
- Related terms: slogan (more promotional or campaign-focused, e.g., “Yes We Can”), mission statement (longer, formal description of aims), tagline (branding-oriented).
Use “motto” when you mean a concise phrase that encapsulates the group’s purpose or guiding belief.