The U.S. Air Force recently announced its new motto: "Aim High...Fly-Fight-Win," which generals chose out of five contenders suggested by airmen and the general public: Fly Fight Win, Aim High, Above and Beyond, Air Power, and Wings of Freedom.
This from the same people who named the Boeing C-17 "Globemaster III" and the Lockheed Martin F-35 "Lightning II." The Air Force Times has been reporting on the campaign since August, and in one follow-up noted "You sent in nearly 300 suggestions: old recruiting slogans, a few unfit to print, a fair share of Latin phrases and new acronyms."
To be sure, nothing tops the Marine Corps' "Semper Fidelis." But simply combining two stand-alone mottos is wishy-washy, akin to "Air Force: Et cetera."