Possible Clues:

• Guiding maxims
• Words to live by
• Catchwords
• Sayings to live by
• Guiding principles
• "E Pluribus Unum" and others
• "Can Do" and "Be Prepared," e.g.
• The family sayings for that drunkard, Thomas, up here
• They're saying that one sounds beastly about a teetotaller
• Words on coats of arms