motto noun (mottos or mottoes) 1 a a phrase adopted by a person, family, etc as a principle of behaviour; b such a phrase appearing on a coat of arms, crest, etc. 2 a printed phrase or verse contained in a paper cracker. 3 a quotation at the beginning of a book or chapter, hinting at what is to follow.
From Chambers 21st Century Dictionary

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About the author

Ewan Halley is a freelance editor and project manager for a range of publishing houses. Born in Dundee, he has lived and shopped in Edinburgh for 25 years. He set up Motto Publishing Ltd to publish The Edinburgh Independent Shop Guide. He hopes that the guide might help turn back the homogenization of our shopping opportunities, promote local enterprise and retain the individuality of one of the world's great cities. A purchase from an independently owned shop puts money back in to the local community; a purchase from a chainstore or branch of an international company takes money out of the local community and in to the pockets of the shareholders.