This week I have been at my annual big family vacation in the North Carolina mountains. We’ve been coming to the same “family camp” since I was a child–this year there are 24 of us.

This year, the camp has a slogan “Welcome to this thin place.”

I confess, this baffles me. It’s a place where families come, hike in the mountains, eat in the dining hall, float on the lake, and say grace before each meal. It is not anywhere I’d associate with anything thin. When I asked what it meant, I was told this is a thin place between heaven and earth. Um. OK. I mean, it used to be affiliated with the church so that’s where the heaven piece comes from I guess. But it’s just a terrible slogan. It’s unclear, not easily parsed, and uses language one would typically associate with weight loss.

Anyway, this got me thinking about slogans. When they’re good, they identify an entity’s mission and makeup. Melts in your mouth, not in your hands. The breakfast of Champions. All the news that’s fit to print. You know them when you hear them.

AAR does not have a slogan. And maybe, in this era of social media dominance, we should. If we did, what would it be? I’d love to hear your suggestions. And who knows, if you come up with a perfect one, I might add it to our banners! Thanks!