How to say "motto" in Japanese

• モットーCommon
  nounThe closest match for the core sense of 'motto': a short phrase expressing the guiding principle or ideal of a person, school, or company. When in doubt, this loanword is the natural choice.
• 標語ひょうごJLPT N1approx.Common
  nounLeans toward the 'slogan' and 'catchword' senses: a short, punchy phrase written for posters and public campaigns rather than a personal guiding principle. For that latter sense, モットー is the better fit.
• 合言葉あいことばCommon
  nounReally means 'password' or 'watchword': a word shared within a group as a sign of membership or a rallying cry. It matches 'motto' only loosely and is seldom the word for a guiding principle.

Use 「モットー」 for a guiding phrase adopted by a person, school, or company; 標語 for short slogans or catchphrases in campaigns and posters; 合言葉 is really a password or watchword shared within a group, not a personal motto.

Usage comparisons are AI-assisted and cross-checked by multiple models; for study reference only

• モットーmotto
• 標語ひょうごmotto
• 合言葉あいことばmotto
• 銘めいmotto
• 金看板きんかんばんslogan