Always a keen observer of human behavior and social trends, Baron Pierre de Coubertin noted the effectiveness, promotional transience and lasting effects of mottoes, slogans and campaign themes across the course of his career.  While many mottoes summarize the ethic, intent or guiding principle of a momentary cause, the Baron’s favorite—Citius, Altius, Fortius—has now served as the clarion call for the Olympic Movement for 122 years.  In 1931, in an article entitled “New Mottoes,” published in the Bulletin of the Internatonale de Pédagogie Sportive, the Baron surveyed the use of mottoes in contemporary sport.  If he were around today, he would no doubt marvel at the ubiquitous use of mottoes in today’s political landscape and the daily news cycle. 

“One could long debate the origins of mottoes and their various wordings. They correspond to some need or instinct in humanity, because both barbarians and civilized peoples have used them with equal promptness. The modern world, being the heir of the ancient world, does not appear to be about to give up the practice. Athletic associations, to some extent in all countries, have their mottoes ... The motto is always a call for effort, constancy, or balance. Among those in the last category, there is the well-known mens sana in corpore sano (an ardent mind in a well-trained body).”