motto

A motto is a short phrase or sentence that expresses a guiding rule or principle for a person or group. In heraldry, a motto is a component of an armorial achievement, which is the complete display of a coat of arms. While not technically part of the arms themselves, mottoes are often included in modern grants of arms.12345

Mottoes can be old war cries, puns on a name or title, or simply expressions of inspiration or exhortation. They are typically written in French or Latin, but other languages like Gaelic and Greek also appear. In most countries, a motto can be changed at the owner's discretion, though in Scotland, changes require approval from the Lord Lyon. Mottoes are usually displayed below the shield, except in Scotland where they may appear above the crest.5