The phrase “Pursue Virtue” is intended to suggest, as an all-encompassing reference, that the member-character support & follow an ethical system which highlights such positive social & personal concepts as integrity, fellowship, courage, and respect.

The actual system is left up to the member-character, and so the specifics become the choice of the players.

Originally representative of the Ultima series of computer games’ Virtues and Principles of Goodness ethical system, “Pursue Virtue” may now also represent such ethical guidelines as those from Ultima, Asheron’s Call, even such real world codes as the Hypocratic Oath and the Code of the West.

There are three Principles of Goodness (or "Principles"): Love, Truth, and Courage. From these are derived the Eight Virtues. Each Principle is associated with a color: yellow for Love, blue for Truth, and red for Courage. By pursuit of the Eight Virtues shall an Avatar emerge from the populace, a shining symbol of enlightenment and all that is good.

There are eight Virtues: Humility, Compassion, Justice, Honesty, Honor, Valor, Sacrifice, and Spirituality. Like the Principles, each Virtue has a color association, among other associations. See their summaries, below.

Aluvians are fiercely individualistic and warlike people, quick to anger but with a strong love of justice and fairness. Though often suspicious of things new and strange, they are friendly and always prepared with a little help if they can spare it. They are loyal to their feudal lords, but expect to be well-treated in return.

One of Pwyll III’s greatest achievements was introducing the notion of nobility to the ruling class. In his time and since, the Code of Pwyll has dictated the conduct of both lords and knights: the common folk of Aluvia have come to expect no less.

Desert-dwellers who favor knowledge and trade over war and bloodshed, the Gharu’ndim are an eminently honorable, formal culture, but they also have a reputation for being somewhat distant and proud. Preferring to talk before fighting whenever possible, they speak with great politeness and formality, peppering their speech with honorifics and references to their national hero, the poet Yasif ibn Salayyar.

The Ghayaraqa (The Dozen Roads)

The Alamakhaida, Yasif ibn Salayyar’s greatest poem which codifies the Gharu’ndim system of honor, is over a thousand lines long. Philosophers have boiled it down to twelve fundamental precepts, called the Ghayaraqa Yadina, or Dozen Roads.

Love those who do you good. Welcome those you do not know. Honor the land, sky and sea. Take pleasure in that which is pure. Avoid that which is corrupt and sinful. Harm no innocent, for those who do so harm themselves. Place your lord’s life above even your own, so long as he remains just. Let your vengeance be swift, and take no pleasure from it. Speak with respect, to friend and foe alike. Use your mind before your sword. Let your death have meaning. Seek friendship before wealth, for friendship lasts longer.

The Sho are a people for whom duty and self-discipline are the highest virtues. Though generally peaceful, they have raised warfare to an art form and a philosophy. While they are slow to be moved, they make formidable enemies — or lifelong friends.

In the beginning (the Sho believe) a divine Creator made three divine spirits, the Elders, to rule the world: the Unicorn of Grace, the Firebird of Splendor, and the Dragon of Power. Humans were created as servants to the Unicorn of Grace. But when mankind forcibly rose above his station, Grace left the world and was hidden, Splendor fled and became elusive, and the now-jealous Dragon of Power became a treacherous ally. This, the wise say, explains much about the world.

The Four Stones of Jojii
When their prophet Jojii received his vision from the Unicorn in Paradise, he learned of the path laid out by the Creator to reach it. This path is built of four principles, or "Stones", which devout Jojiists seek to obey in all aspects of their life. According to the prophet’s teachings, the door to Paradise will open to those who build themselves upon the Four Stones of Jojii.
Humility The Stone of Man	Respect learning and work, and respect your elders and betters and the divine spirits, for the human path is one of humble toil.
Discipline The Stone of the Dragon	Never give up and do not surrender to your weaknesses, for Power grants strength and victory.
Detachment The Stone of the Firebird	disregard wealth and other fleeting pleasures, just as Splendor soars high above the world.
Compassion The Stone of the Unicorn	be always willing to help others, even at the cost of your own life, so as to be a hidden beacon of Grace.

This version of the Code of the West is from the Book, "A Cowboy's Guide to Life" By Texas Bix Bender.

Of course, the Code of the West could always be simplified, such as this version told by John Wayne in "The Shootist."

“I won't be wronged; I won't be insulted; I won't be layed hands on.
I don't do these things to other people and I require the same from them.”