slogan

Etymology

First recorded in 1513 as slogorne, in Gavin Douglas,^[1][2][3] borrowed from Scottish Gaelic sluagh-ghairm (“battle cry”),^[2][1] from sluagh “army, host” + gairm “cry, shout”.^[2][1]

It was the battle cry of Scottish Highland or Irish clans;^[3] the sense “distinctive phrase used by a political or other group” is attested from 1704.^[3]

References

1. [1] [2] [3] Merriam-Webster's Collegiate Dictionary, Springfield, Mass.: Merriam-Webster
2. [1] [2] [3] Simpson, J. A.; Weiner, E. S. C., eds. (1989), The Oxford English Dictionary, 2nd ed., Oxford: Clarendon Press
3. [1] [2] [3] Harper, Douglas, Online Etymology Dictionary, https://www.etymonline.com