We have always had this on our logo and got along with it quite nicely.
Since we have had a new Principal who has spent at least 3 meetings so far asking us to really think about what it means. We have 'unpacked it' and elaborated on what it really means in the school environment.
Turns out it means Striving for Excellence................... 41/2 hours well spent I say.
I used to work for a company who's byline was "The Art of Heavy Lifting" (YKWYA) - nobody was ever able to explain what it meant.
About 25 years ago I worked for a company that had posters everywhere saying "We honour the innovator" (having just laid off thousands of people around the world).
I was in the foyer of our Leeds office when I read this poster and said out loud "do we f*ck!" - at which point the receptionist looked up and said "oh, until you said that I thought you were a customer".
The OP was referring to British Gas so this cannot be applicable.
The level of British Gas incompetency is right up there with Southern Railway and is as far away from a 'superior customer service' or 'getting it right at any time' as its possible to get. Utter Cretins!