The slogan is actually a quote, the full line is "Live free or die: Death is not the worst of evils.", made as a toast by General John Stark during the revolution war.
FWIW. using that license plate might be bad luck.It features a picture of the Old Man of the Mountain which collapsed a few years ago. [wikipedia.org]
And here I thought it was a Bruce Willis movie tagline this whole time.
The more you know...
Glad to know the full quote! I was wondering about the 'new' logo... Great to be kept up to date on all this. We're in good hands.