The standard term for “a phrase expressing the aim of a group or party” is slogan.

Core meaning

A slogan is a short, memorable phrase used to express the aims, goals, or ideals of a group, political party, or brand. It is designed to be easily remembered and to quickly communicate the group’s central message.

Related terms you might see

  • Mission statement: A brief description of a group’s main purpose and core objectives.
  • Vision statement: A phrase describing the future state or long‑term aspiration of the group.
  • Motto: A short traditional phrase that sums up guiding principles or values.

In everyday usage, especially in politics or advertising, “slogan” is the most common and precise answer to this clue.

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