Possible Clues:

• Phrase such as with a coat of arms
• Banner-borne words
• Phrase on, eg, family coat of arms
• 'Semper fidelis,' e.g.
• ''Live free or die,'' e.g.
• "Eureka" in California, e.g.
• 'Blood and Fire' for the Salvation Army
• Slogan encapsulating self-image
• California's is Eureka!
• Bottoms up? Nothing extreme in this saying