Since 2009, the Navy slogan has been: “A global force for good.” The phrase was designed to motivate people to enlist. It was not intended to be a motto for that branch of the Armed Forces.
The phrase certainly did not harm recruitment efforts, because the Navy has met its goal every year since 2009. However, naval focus groups of active duty personnel and veterans have voiced their dissatisfaction with the slogan, especially with the term "global force." In response to this critique, the Navy hired an ad agency in late 2013 to talk to service members in order to develop a slogan that is more acceptable to them.
