watchword

Motto to follow

A watchword is a word or phrase expressing a core principle or rallying cry: Efficiency became the company's watchword.

The term originally meant a password—a word that, when spoken, would allow passage past a guard or into a secret meeting.

The older sense survives in military and ceremonial contexts but has been largely displaced by the figurative meaning.

password

countersign

Reply to a watchword

passphraseAuthentication word sequence
credentialsEvidence of qualification or identity
authenticationConfirming genuine identity

access code · PIN · key phrase · challenge · response · shibboleth · entry code · security code · cipher · codeword

slogan

motto

Guiding behavioral phrase

catchphraseSignature line of words
mantraRepeated focus phrase
rallying cryPhrase uniting supporters

tagline · byword · credo · battlecry · creed · maxim · adage · dictum · precept · axiom

signal

countersign

Reply to a watchword

alertWarning or watchfulness
warningAlert about danger
cueTrigger for action

indicator · alarm · beacon · call sign · challenge · response · code

principle

guiding principle

Rule that directs conduct

tenetHeld principle or doctrine
doctrineEstablished body of teachings
credoGuiding personal doctrine

standard · ethic · rule · code · canon · directive · philosophy · benchmark · creed · ideal

Categories

code wordspassphrase, pin code, code name, cipher, key phrase
word phraseslost for words, at a loss for words, in other words, put into words, beyond words
proverbsproverbs, sayings, maxims, adages, aphorisms
beliefsbelief, beliefs, creed, creeds, faith
brevitybrevity, concise, succinct, terse, pithy
catchphrasescatchphrase, why so serious, cowabunga, good grief, yabba dabba doo

Opposites

brevity and focus

watchwordmanifesto

Published statement of principles

treatise · tome · dissertation · essay · white paper

secrecy and access

watchwordpublic announcement

Official communication to all

proclamation · broadcast · transparency · common knowledge · open secret

clarity of purpose

watchwordvagueness

Absence of precision

ambiguity · equivocation · mixed message · hedging · fence-sitting

Family

Familiarity: Top 500,000
Profile: Used worldwide · Timeless · Abstract · Everyday, not technical · Rated G