The definition of a motto is a phrase or quote that is representative of a person or brand's ideals and values.
An example of a motto is Apple Computer's "Think Different" phrase.
nounpl. mot·toes or mot·tos
A brief statement used to express a principle, goal, or ideal: “Exuberance over taste!” is my motto.
Origin of mottoItalian, word, motto, probably from Vulgar Latin *mōttum, word; see mot.
(plural mottos or mottoes)