The United States Air Force has had numerous recruiting slogans including "No One Comes Close" and "Uno Ab Alto". For many years, the U.S. Air Force used "Aim High" as its recruiting slogan; more recently, they have used "Cross into the Blue", "We've been waiting for you" and "Do Something Amazing", "Above All"., and the newest one, as of October 7, 2010, considered a call and response, “Aim high” followed with the response, “Fly-Fight-Win” Each wing, group, or squadron usually has its own slogan(s).

The Air Force Core Values are: "Integrity first", "Service before self", "Excellence in all we do". The Airman's Creed is a statement introduced in the spring of 2007 to summarize the culture of the Air Force.

To help further knowledge of their mission and functions, the Air Force has also produced videos, such as "Setting the Conditions for Victory" and "How We Fight", to outline the Air Force role in the war on terrorism and how the service succeeds in its domains of air, space, and cyberspace. The Above All campaign continues to support the message of "air, space and cyberspace" dominance.