The brand has been in comparison to Pepe the Frog, a cartoon character used by the alt-proper. Torba denied that the frog brand was a reference to Pepe and stated that the emblem was impressed by Bible verses (Exodus 8:1-12 and Psalms 78:45) and many other standard symbolic meanings. Torba has also described himself as a "cultural libertarian", a classical liberal, and an "American nationalist patriot".