watchword

watchword
/ˈwɔtʃwɜ:d; `wɑtʃˌwəd/ n
1 word or phrase that expresses briefly the principles of a party or group; slogan or catchphrase 口号; 标语
    Our watchword is: `Evolution, not revolution'. 我们的口号是
    ｀要循序渐进, 不要剧烈变革.＇
2 = password (pass1).

牛津英汉双解词典