The U.S. Air Force motto is "Aim High ... Fly, Fight, Win" as of 2015. In 2010, the motto team spent almost nine months of hands-on research that began meetings with hundreds of airmen from all specialities and ranks. This turned into a force-wide survey to find five potential mottoes.
In 2014, the United States Air Force brought back its "Aim High" advertising slogan for new recruits, which directly ties into this motto. The change of slogan from "I am an American airman" solidifies what it means to be an airman and appeals to potential recruits and active duty members alike.