watchword

[ woch-wurd ]

noun

1. a word or short phrase to be communicated, on challenge, to a sentinel or guard; password or countersign.

   Synonyms: shibboleth

2. a word or phrase expressive of a principle or rule of action; slogan:

   Conservation has been our watchword.

   Synonyms: shibboleth

3. a rallying cry of a party, club, team, etc.

   Synonyms: motto

watchword

/ ˈwɒtʃˌwɜːd /

noun

1. another word for password
2. a rallying cry or slogan

Word History and Origins

Origin of watchword¹

Middle English word dating back to 1350–1400; watch, word

Example Sentences

A few watchwords of Tuesday night's presidential debate in Philadelphia were "same," "old" and "tired."

From Salon

The watchword of the defunct Biden campaign — "democracy" — has faded into the background as this "freedom" messaging takes over.

From Salon

Or, in the watchword of the election, it's weird.

From Salon

After surviving a failed assassination attempt in Pennsylvania days before the start of the convention, Trump impulsively declared that "unity" was the watchword of the week.

From Salon

“Contraction” is the watchword now as CEOs realize that you cannot live by statuary alone.

From Los Angeles Times