How to Say "motto" in Spanish
The most common Spanish word for “motto” is “frase” — use 'frase' when referring to a short, memorable saying or quote that acts as a personal guiding principle or a well-known expression..
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frase
FRAH-seh/ˈfɾase/
nounB1general
Use 'frase' when referring to a short, memorable saying or quote that acts as a personal guiding principle or a well-known expression.

Examples
Mi frase de cabecera es "No pain, no gain".
My motto is 'No pain, no gain'.
Su frase favorita es 'Carpe Diem'.
His favorite quote is 'Carpe Diem'.
El presidente terminó su discurso con una frase inspiradora.
The president finished his speech with an inspiring quote.
filosofía
nounB2general
Choose 'filosofía' when you mean the fundamental beliefs or a set of guiding principles that inform the overall character, values, or strategy of an organization or person.
Examples
La filosofía de nuestro equipo es la colaboración constante.
Our team's motto is constant collaboration.
Frase vs. Filosofía
Learners often confuse 'frase' and 'filosofía' by using 'filosofía' for very short, punchy sayings. Remember that 'frase' is best for concise, easily repeatable quotes, while 'filosofía' implies a deeper, more encompassing set of beliefs or principles.
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