Published online July 6, 2017

A first lesson in marketing is that a motto is best built to be brief, and should be crafted to strike like a bullet. All good intentions aside, the recently revised informal motto of the University falls far short of the mark (President's Page, Dec. 7). President Eisgruber ’83 must certainly be applauded for his embrace of change where it proves useful. In his own words, “The University’s evolution continues to this day and will continue beyond it.”

In that vein of continued evolution, the current motto should be refined at the earliest opportunity (and when determined as respectfully appropriate) to read “Princeton in Humanity’s Service.” Nothing could be more all-encompassing, noble, and conclusive; and as any good salesperson will tell you, it also packs a proper punch.