What's a Motto?

I remember a few years ago Guilford County was in search of the perfect motto to represent what the County was about. I fail to understand why this is such big deal, but apparently it is. The County asked for input from the community. I'm not sure what the results were. All I know is my suggestion didn't make the cut. "Guilford County -- we kill our mentally ill."

It appears other places have slogan issues as well.