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I walk with a new headteacher into the foyer of the upper school's sixth-form annexe where she has just been appointed. The prospectus sticking out of her Leatherex briefcase is already well-thumbed. And on its laminate cover - also etched into the assembly hall's doors - is that institution's motto or aspiration.

Mottoes have a very interesting history. The two secondary schools I went to - neither institution especially self-important - had, upon their 1950s' foundation, chosen Latin mottoes: " Honi soit qui mal y pense" (spurned be the one who evil thinks); and " Mens sana in corpore sano " (a healthy mind in a healthy body), respectively. So I knew I'd have to start any study of slogans with heraldry.

When landed families built their castles, stately homes or manors, they asked the king's permission to take up, or retain, arms. But their serfs or yeomen could not necessarily read. What better than to devise a shield of four or five colourful symbols embellished with simple text or a strapline? Then to carry that same shield into battle? A bit like hoisting a flag or blowing a trumpet. Impress friend and enemy alike. Show off your wealth and lineage.

Whole centuries later, an unassuming inner-city comprehensive discovers that the 4-by-5in breast pockets stitched onto its newly ordered maroon blazers are exactly the right size to take a shield and an end-of-year target. Very soon, after commencement of autumn term, everybody is singing from the same hymn sheet. Literally. Obviously, the governors' mission statement of 222 very solemn words is a little difficult to print on each purple football strip. Therefore brevity has to take pride of place.

In order to analyse several dozen school mottoes, and not get into a quagmire, I set myself a few simple rules. My bundle of age 11+ establishments had to span single-sex and coeducation, public and private, England and Wales, large and small, rural and urban, north and south, Roman Catholic and Church of England, rich and poor. Excluded, by definition, were a minority of schools which have chosen not to extol their virtues from a great height. Perhaps the local authority is nervous of anything so elite, so pretentious, as a motto.

That noted, I was impressed by just how many downtown, marginal, or struggling schools revealed heart-warming self-belief and resilience. Each principal, each staffroom, each school council was determined to serve its surrounding community with commitment and dedication. Their colourful websites - usually open for anybody to read - were beautifully constructed, laid out, and illustrated. I witnessed therein thousands of wholesome, contented, even glowing, teenagers - whatever the turmoil, whatever the uncertainty back home. Clearly, their schools were their anchors: places where socialising, romance and adventure, stood right there alongside scholarship.

Predictably, a majority of the independents, also former direct grants, preferred a Latin motto, helpfully supplying a rough translation for newcomers. Eton College, for instance, had unofficially retained " Floreat Etona; Esto perpetua" (may Eton flourish and may it last forever); whilst Harrow acknowledged " Donorum Dei Dispensatio" (faithful dispensation of the gifts of God). The Quaker Mount School of York looked for " Fidelis in Parvo" (faithfulness in small things), Merchant Taylors', Crosby, developing the same theme with " Concordia Parvae Res Crescunt" (small things grow in harmony). With commendable concision, Manchester Grammar School dared to be wise: " Sapere Aude", while Roedean honoured the worthy: " Honneur aulx Dignes ".

Yet none of these crests deterred two very modern state schools from opting for " Cor ad Cor Loquitur" (heart speaks to heart); or " Murus Aeneus Conscientia Sana" (a sound conscience is a wall of brass). Occasionally, there was a direct quotation from scripture: Marlborough's " Deus Dat Incrementum" translated as "God gives the increase"; or a slogan in Welsh: " Glewa't Grefft Gloynsa'r Graen " (the better prepared, the stronger).

Back on the title page of a school's report books - plainer badge, fewer italics - very few establishments choose only two bold words in order to sum up their aspirations. Far more institutions of learning choose three words. Here are a few of the twos: "Great Expectations", "Bright Futures", "Succeeding Together", "Believe, Aspire", "Inspiring Understanding", "Maximising Potential", "Right Prevails" and "Achieving Excellence".

In rhetoric, the number "three" is of great importance. It is often said we hear nine pieces of information, pay attention to three, remember one! Also three possibilities don't sound as narrow, as abrupt, as two. Here are a tiny few of the omnipresent threes: "Passport for Life", "Let Right Prevail!", "Integrity, Creativity, Respect" and "Praise God Always!" My favourite in this category is: "THIS GIRL CAN!"

Four-word mottoes are relatively rare: "Highest Standards for Everyone", "Believe You Can Achieve!", "Working Together, Achieving More" and "Inspiring People, Achieving Excellence". And already we are seeing that a certain clutch of virtues are heavily over-represented - however short or long the eventual motto or mission statement. I was absolutely sure, when starting out, that that "weasel word", challenge, would be emblazoned on every alternate badge. Mercifully, that proved not to be the case.

Five separate and distinct concepts are extremely hard to reel out. That did not deter one community college trying "Honesty-Pride-Respect-Aspiration-Resilience". Moreover, and imaginatively, that same college arranged these words in a circle, so that any child, any parent, could begin wherever they wished.

Go much longer than five words and you are presented with a mini-sermon: still by no means without influence or impact: "Contemporary Education rooted in Gospel Values", "Feeling Proud & Confident about our Learning", "Well-founded Tradition of Teaching & Learning", "Ambitious for Excellence in All we Do". My own ideal in this category is the millennial: "Grasping the Opportunities, and Facing the Challenges, of the 21st Century." No panic concerning stacks of redundant notepaper there!

So would schools suffer if they had never acquired, inherited, borrowed, or adopted all these slogans? Probably they would. When times get tough, when Ofsted inspectors are on the prowl, everyone needs a common goal. And as long as that goal is not silly: "Woodmarsh: A Nuclear-Free Zone" or "The Grange School for Boys: Always Polite", there is considerable merit in a shared identity, an instantly recognisable logo.

Just as some high masters mimicked earls, whereupon some comprehensives mimicked the ivy-clad quadrangles of those same high masters, we are now in the position where almost every captain of industry, every hospital trust chief executive, every priest or parson, and every charity is mimicking whichever comprehensive has come up with the crispest, finest, or most inventive, mission statement.

" Stet Fortuna Domus ": let the fortune of this - and every other - house stand.

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Can school mottoes really inspire students when times get tough?

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I walk with a new headteacher into the foyer of the upper school's sixth-form annexe where she has just been appointed. The prospectus sticking out of her Leatherex briefcase is already well-thumbed. And on its laminate cover - also etched into the assembly hall's doors - is that institution's motto or aspiration.

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The first interaction a prospective parent as with your school is the school's name. A school name like Oregon Episcopal School (OES) denotes many pieces of information: firstly that the school is geographically located in Oregon, and that it is large enough and well-known enough to hold the name of the state. This may not always be true, but the simple name denotes "size", and "importance". Secondly, the name will indicate a religious affiliation. A tagline will help to extend the branding image that the name can have. OES' tagline is "Always Open". These two very simple words connote transparency, accessibility, and availability. The total of five (5) words have a substantial effect on the school's brand. They tell a story with immense efficiency.

This private Catholic preparatory school has the motto: "Enter to Learn, Leave to Serve." This brilliantly explains their mission and values. They are telling you that you may enter as a student for no other reason than to learn, but they are looking to transform you into a person looking to serve. It's more than simply that; the expression has the opposites "Enter/Leave" connoting the idea of transformation as you pass through the school. There is a sense from these words that the school is looking to equip you for the world. The secondary expressions of Learn/Serve are not in contrast, but they show the two sides of the school's goals: education and service.

Their tagline is "Education as formation and Transformation". The school is very obviously a Catholic School, as is seen in their name, but their motto helps prospects understand their goal a little more. The idea is that they offer "Education", but the goal is to change ("Transformation") the individual student. This simple motto is actually a definition of their view of education; it is to form the child and transform their lives.
Don't use the same old tired cliches
When looking to create a school's motto or even a tagline for a campaign, make sure to not use the old cliches. Taglines like: Making Your Child's World Better, No child should be left behind, Opportunities For Lifelong Learning, Preparing Students For Success In A Changing World or even Putting Children First are quite tired and have lost all effectiveness. Choose a tagline that fits with the school's mission. Is your mission about openness? then use words like open, clear, free, and direct. If your school is Christian, then use words like Christ, values, service, Bible, and faith.

Remember that in the end if your tagline is Education is power, you might as well not have one.
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A school's tagline or motto is an underused tool

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School mottos, taglines or slogans may seem like an afterthought when looking at marketing a school, but nothing can be further from the truth. In the mind of prospective parents, it is important to apply the proper theories of branding, and a proper tagline helps immensely.

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School Slogans

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Milton Hershey School students and staff are sparking excitement and anticipation for the new school year. Through the nurturing environment and strong support system offered at MHS, students are driven to excel both in and out of the classroom.

To encourage success and set clear expectations, several MHS teachers shared their favorite inspirational quotes to motivate students throughout the school year!

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1. "If you knew there was no tomorrow, how hard would you play today?"

I tell students, 'you are in the driver's seat-I just help you make the map and choose your destination.' - George Pecchio, MHS high school English teacher

2. "It matters not what someone is born but what they grow to be." (Albus Dumbledore)

My back-to-school and, quite frankly, daily motto comes from Harry Potter! -Megan Heister, MHS second grade teacher

3. "Give a man a fish, feed him for a day. Teach a man to fish, feed him for a lifetime." (Maimonides)

I start every school year by sharing this quote with my students. Teenagers aren't often viewed as having respectable world views, but when asked to explain their opinion on this quote, they are spot-on. My main goal is for my students to begin looking at the world around them with . -Casey Ainsworth, MHS middle school social studies teacher

4. "A new school year means new beginnings, new adventures, new friendships, and new challenges."

The slate is clean and anything can happen. - Denise Witmer, MHS second grade teacher

5. "Don't let yourself down."

- Brian Nowotnik, MHS high school English teacher

6. "We can do hard things."

I first heard this from another MHS teacher, Mrs. Halliday, and I've adopted it in the Innovation Lab as our motto. -Joel Crowley, MHS elementary Innovation Lab instructor

7. "It's a brand new year to become the best 'you' that you can be."

I always tell my students on the first day of school that whatever happened last year stays in the past. -Courtney Royer, MHS second grade teacher

8. "Life is full of choices...choose wisely!"

I use this quote quite a bit throughout the school year. -Christine Cook, MHS kindergarten teacher

9. "You can't expect to succeed if you only put in work on the days you feel like it."
- Heather Dougherty, MHS high school science teacher

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9 Back-to-School Mottos That Motivate Students and Teachers - Milton Hershey School

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Milton Hershey School students and staff are sparking excitement and anticipation for the new school year. Through the nurturing environment and strong support system offered at MHS, students are driven to excel both in and out of the classroom. To encourage success and set clear expectations, several MHS teachers shared their favorite inspirational quotes to motivate students throughout the school year!

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School Slogan, Motto, & Tagline Ideas

Are you proud of your slogan, E-MAIL

A Building With Four Walls And Tomorrow Inside

A community of lifelong learners, responsible global citizens, and champions of our own success.

A community with high expectation and high academic achievement.

A Family Of Learning

A Great Place For Education

A Great Place To Be

A Great Place To Learn

A high achieving multicultural community for learning.

A learning community dedicated to building respectful and responsible citizens and empowering all learners.

A Partnership In Discovery

A Quality School

A Tradition Of Excellence

A Tradition Of Pride

A world of learners where children gain a passport to the world.

Above And Beyond The Call Of Duty

Academy Attitude Positive Attitude

Achieving Excellence Together

Achieving High Standards

An art infused school.

Attitude Is A Little Thing That Makes A Big Difference

Be a reader, be a writer, be a problem solver.

Be nice. Work hard.

Be safe. Be kind. Be smart.

Bringing Excellence To Students

Building A Better World One Student At A Time

Building community by honoring all traditions.

Centers For Excellence

Children First

Committed to educating and nurturing all students so they may grow towards responsible global citizenship.

Committed To Excellence In Education

Committed To Lifelong Learning In A Caring Environment

Creating a community of learners.

Creating A Community Of Life-Long Learners

Creating Our Children's Future

Dedicated To Excellence

Developing caring learners who are actively growing and achieving.

Educating all students to achieve today and tomorrow in a global community and economy.

Educating for human greatness.

Educating Students For Success In A Changing World

Education - Your Door To The Future

Education Is Our Business

Empowering and inspiring all students to excel as life long learners.

Empowering students to become scholars.

Enabling Our Students To Learn

Engaging all students in partnership with family and community to become informed, compassionate, global citizens.

Every adult is responsible for every student.

Every student by name and need.

Every student matters, every moment counts.

Everyone a learner everyday.

Everyone Is An Achiever

Everyone Successful Everyday

Expect Success

Expect The Best

Gather to learn.

Greatest Kids In America

Hand In Hand We Learn

Home Of Quality Schools

Hooked On Learning

I Care About Kids

Imagine greatness.

Knowledge Is Power

Learn to love to learn.

Learners Today, Leaders Tomorrow

Learning to do their best, work with others, and be safe fair and kind.

Learning Today . . . Leading Tomorrow

Learning Today For A Better Tomorrow

Learning, friendship and fun for everyone.

Making Your Child's World Better

Modeling excellence.

Motivated achievers perform, learn, excel.

One school serving all.

Opening doors through literacy.

Opportunities For Lifelong Learning

Our vision is every child known, safe, inspired, challenged, empowered.

Preparing Children For Success In Life

Preparing Students For Success In A Changing World

Pride In Excellence

Putting Children First

Quality Education . . . By Any Means Necessary

Quality Education: A Community Commitment

Quest For Excellence

Rising to justice learning with joy building our future.

School Of Excellence

School, Family, Community

Soaring To Excellence

Success And Spirit In Our School

Success, Nothing Less

Teaching Turning Today's Learners Into Tomorrow's Leaders

The family school.

The Future Begins Here!

The harder I work, the smarter I get.

The Heart & Future Of The Community

The Place To Be

The Race For Excellence Has No Finish Line

Together Everyone Accomplishes More

Together We Achieve The Extraordinary

Together we create a loving community of purposeful learning that focuses on the whole child; body, mind, and spirit.

Together We Make The Difference

Touching Lives Forever

Treat Others As You Want To Be Treated

We all belong.

We Enter To Learn, Leave To Achieve

We Expect Success

We focus on learning. We respect ourselves and others.

We Soar With Pride

We teach, model, and encourage a love of learning, collaboration, and compassion for others.

We Work Best When We Work Together!

Where Every Student Thrives

Where Kids Are #1

Where Learning Begins

Where Love Is Shown Daily

Where Students Are Achievers

Where Students Come First

Working collaboratively to ensure every student achieves academically, socially, and emotionally.

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Are you proud of your slogan, E-MAIL A Building With Four Walls And Tomorrow Inside A community of lifelong learners, responsible global citizens, and champions of our own success. A community with high expectation and high academic achievement.