What corporate slogans tell us about the Top 100

Every year, Washington Technology publishes its ranking of the Top 100 government contractors,  based on an analysis of federal spending on IT, systems integration, telecommunications, professional services and other high-tech services. And every year, we analyze the taglines and slogans these powerhouse firms use to position themselves in the eyes of customers, partners, employees and recruits.

We look for what’s changed, and what hasn’t, and any trends in this competitive market, where a strong slogan expresses the promise of a brand.

This year’s list comes amid significant market disruption. As Washington Technology Editor-in-Chief Nick Wakeman put it, “2025’s Top 100 rankings reveal a market in major upheaval.”

For the first time since 2016, total prime contract obligations across the Top 100 declined, dropping 2.1% from the previous year. Wakeman pointed out that this year’s list is based on fiscal year 2024, marking the final year of the previous administration’s spending data. With the new administration in place, many in the market are preparing for civilian agency budgets to face pressure, while defense spending is expected to increase.

Against this backdrop of change, competition will only intensify. And the clarity of a company’s message matters more than ever.

Slogans Stick—and Evolve

In 2025, 82 of the Top 100 government contractors used a slogan or tagline on their website or in public communications. That includes every company in the Top 25 and 29 in the Top 30, up slightly from 2024.

Among the 91 companies returning from last year’s list, 82% are using a slogan in 2025. Of those, 17 updated their tagline, three added one for the first time, and — unlike 2024, when nine companies dropped their slogan — none removed theirs this year.

Even among the market’s most established players, taglines are anything but static. They’re dynamic expressions of evolving missions, capabilities and brand identity. In 2025, Amentum, V2X, Government Acquisitions and BCG all introduced new slogans alongside refreshed logos, signaling both verbal and visual shifts in how they want to be perceived.

These updates highlight a larger truth: in a competitive and message-heavy market, a strong slogan is a core expression of your brand promise. And whether you have 25 employees or 25,000, there are lessons to learn from the slogans of the Top 100.

Short and Powerful Wins

When we grouped the 2025 slogans by word count, one clear trend emerged: brevity is a virtue.

• Seven slogans are just two words long (“Fast. Forward." and "Defining Possible")
• 19 are three words ("Impact That Matters," "Power Your Purpose")
• 22 are four words ("Driving America’s Missions Forward")
• 15 are five words

Altogether, more than 60% of the slogans have four words or fewer. That brevity makes them more memorable and easier to use consistently across platforms.

But short doesn’t mean shallow. These slogans often carry aspirational, emotional or visionary weight:

• "Dream. Innovate. Inspire." (SNC)
• "Reimagine the mission" (AT&T)
• "We Make a Difference" (Michael Baker Corp.)

Others position the company as a partner or problem-solver:

• "We get IT done." (Four Inc.)
• "Mission Driven. Tech Powered." (ECS)
• "Securing the Future" (ManTech)

Themes That Resonate

In reviewing the 2025 slogans, several recurring phrases stand out:

• Mission & Purpose: Words like "mission," "purpose," "driven" and "future" show up frequently. These terms reflect the values-based culture of the government market and the importance of public service.
• Innovation & Technology: Slogans like "Outwit Complexity," "Innovation at the Pace of Need," and "Software that dominates" emphasize the importance of agility, intelligence and cutting-edge solutions.
• Protection & Security: Several slogans highlight defense and protection, such as "We Protect Those Who Protect Us" (BAE Systems) or "Doing the Extraordinary in Space" (SES).
• Human Impact: Others focus on outcomes for people and the planet, including "For the Benefit of Earth" (Blue Origin), "We live to serve others and make dreams possible" (Nelnet Government Services), and "Lighting the Pathway of Freedom" (Torch Technologies).

The most frequently used themes in 2025 provide even deeper insight into what the Top 100 GovCons want to communicate:

• World (world, earth) | 13 instances
• Technology (technology, software) | 12 instances
• Mission | 7 times
• Future (future, tomorrow) | 6
• Solution | 5
• Impact (impact, difference, change) | 5
• Serve | 4

These words suggest that government contractors want to convey more than just capabilities — they're promoting a sense of purpose, progress and service.

• "World" and "future" speak to big-picture ambitions and outcomes.
• "Mission" and "serve" reflect alignment with federal priorities.
• "Technology" and "solution" reinforce competence and innovation.
• And "impact" signals results that matter.

Together, these words reflect a market that values contribution as much as capability.

New Year, New Messaging

Out of the 75 returning companies with slogans, 23% revised their slogans in 2025 — some subtly, some significantly. Booz Allen Hamilton shifted from "Transforming Tomorrow" to "Accelerating Outcomes for the Nation," emphasizing measurable impact. RTX shortened its 2024 narrative-style slogan to the more concise "Connecting and protecting our world."

Others, like Microsoft ("Empowering others" to "Meeting the moment") and IBM ("Let’s create something that changes everything" to "Make the world work better"), updated their messaging to reflect changes in corporate tone and mission focus.

Some returning firms debuted entirely new positioning alongside visual rebrands. Amentum, which now says "Advancing the future together," previously promoted a cleaner, safer world. Government Acquisitions went all-in on their new AI-focused message: "GAI is AI."

Why Slogans Matter

A good slogan does more than fill space under a logo or at the top of a web page. It distills a company’s essence and helps:

• Communicate value clearly
• Reinforce workplace norms
• Create consistency across channels
• Stand out in crowded markets

In the federal market, where trust, performance and mission alignment matter deeply, a slogan can help a company underscore how its work contributes to national priorities.

That’s true whether your company is pursuing billion-dollar IDIQs or task orders under $10M.

What Small and Mid-Size GovCons Can Learn

If your company is investing in growth, your brand and messaging should reflect where you're headed — not just where you are today.

The Top 100 use their slogans to:

• Show forward momentum ("Go Towards Tomorrow")
• Emphasize reliability ("Always Ahead")
• Highlight human-centered impact ("Improving Lives Through Research")

Your slogan can do the same. And if you haven’t looked at it in a while, now might be the time.

Boscobel Marketing Communications conducts this annual analysis as part of our ongoing work to help federal contractors build brand clarity and market presence. If you’re looking to stand out in this increasingly competitive marketplace, consider whether you need a new slogan, a refreshed visual identity or a differentiated strategy. Because in the world of GovCon, what you say — and how clearly you say it — matters.

To see this year’s full list, download Boscobel’s 2025 Top 100 Government Contractor Slogans.

Joyce Bosc is the president and CEO of Boscobel Marketing.