Possible Clues:

• "Excelsior," to New York
• Maxim to live by
• Catchphrase for Frenchman and German
• "Eureka," to California
• Words often framed
• Words on a coat of arms
• New York's is "Excelsior"
• "Deeds not words," for the Merchant Marine Academy
• Each state has one
• Saw flash catching too much