The brand has been compared to Pepe the Frog, a cartoon character utilised by the alt-appropriate. Torba denied that the frog brand was a reference to Pepe and mentioned that the logo was impressed by Bible verses (Exodus 8:1-12 and Psalms 78:45) and a variety of other classic symbolic meanings. Torba has also described himself as a "cultural libertarian", a classical liberal, and an "American nationalist patriot".