watchword
watch.word \-.w*rd\ n 1: a word or phrase used as a sign of recognition among members of the same society, class, or group 2: a motto that embodies a principle or guide to action of an individual or group : SLOGAN
Webster's English Dictionarywatch.word \-.w*rd\ n 1: a word or phrase used as a sign of recognition among members of the same society, class, or group 2: a motto that embodies a principle or guide to action of an individual or group : SLOGAN