A phrase on a coat of arms is known as a MOTTO. It is usually a short phrase or sentence that expresses a belief or sentiment. The most common type of MOTTO is a Latin phrase, but they can also be in other languages. The MOTTO is often displayed prominently on the coat of arms and is used to represent the values and beliefs of the family or organization it belongs to. In this case, the answer to the crossword is MOTTO, which is a five letter word.