Possible Clues:

• "Forward," for Wisconsin
• Non-drinker in low slogan
• "Excelsior," to New York
• "Eureka," to California
• The French have a word for it to go under the crest
• Identifiable catchphrase
• "In God We Trust" is one
• 'Carpe diem,' for one
• Catchphrase for Frenchman and German
• 'E pluribus unum,' e.g