watchword
noun
watch·word
ˈwäch-ˌwərd
ˈwȯch-
1
: a word or phrase used as a sign of recognition among members of the same society, class, or group
2
a
: a word or motto that embodies a principle or guide to action of an individual or group : slogan
"safety" is our watchword
b
: a guiding principle
change is the watchword for both parties
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Merriam-Webster unabridged
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