motto

Motto is Italian for a word, a saying, or a witty remark, from Late Latin muttum (a grunt, a murmur), related to mutire (to mutter). The Latin word was the humblest possible origin for a word that now names the most exalted declarations: a sound, barely a word, more vibration than meaning. By the time it reached Italian, motto had climbed from grunt to saying. The word improved itself.

In heraldry, a motto is the short phrase on a coat of arms — usually a declaration of identity or principle. The British royal motto is 'Dieu et mon droit' (God and my right). Scotland's is 'Nemo me impune lacessit' (No one attacks me with impunity). These mottoes were chosen to intimidate, inspire, or declare. They are the opposite of grunts. They are the most considered words a family or nation can produce.

English borrowed motto from Italian in the sixteenth century. The word immediately occupied a specific niche: a brief, memorable statement of principle. It is shorter than a 'creed,' less personal than a 'mantra,' and more official than a 'slogan.' 'E pluribus unum' is the motto of the United States. 'Semper fidelis' is the motto of the Marine Corps. 'Just do it' is the motto of Nike. The word covers constitutions and sneakers.

The word has expanded to include any guiding principle, official or personal. 'My motto is: never apologize.' 'His motto was work hard, play harder.' These informal mottoes are declarations of personal philosophy, stated in the fewest possible words. The grunt became a motto. The minimum became the maximum. The least articulate sound became the most deliberate statement.