a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.

a war cry or gathering cry, as formerly used among the Scottish clans.

noun

byword , catchphrase , catchword , expression , idiom , jingle , phrase , proverb , rallying cry , saying , shibboleth * , trademark * , war cry * , watchwordnotes:a motto is a short phrase that usually expresses a moral aim or purpose; a slogan is a catch phrase used by a political party or other organization in advertising or promotion , logo , maxim , motto , password , shibboleth , war cry , watchword