School motto is an important carrier of inheriting universities' culture and promoting its spirit.Based on this special “window”，this paper analyzes the differences between style，value orientation and characteristic of universities of finance and economics' mottos in China.Our study has found that the type of 2 phrases consisted of 8 characters is preferred by universities of finance and economics in China；the connotation of universities' mottos is not completely pragmatic and materialistic in terms of value orientation，but only a few can demonstrate their characteristics of financial or business（less than 16%）.Given the national strategy of “mass entrepreneurship and innovation” and various challenges in the new era，this paper presents original views，for example，the national universities of finance and economics' mottoes should meet the society's demands.In general，our study，both illuminating and instructive，can not only improve the educational guidance of the universities of finance and economics' mottoes，but boost the “mass entrepreneurship and innovation”.