When he was asked what the word meant, he responded with a nod.
The new slogan, dubbed the “I’m a matey” slogan, is an attempt to rebrand the organization as a more inclusive space.
In an interview with CNN, White House spokesman Raj Shah said the phrase “I love you, matey,” is not an official slogan for the new administration.
He said the “matey” tag was a response to a comment made by Vice President Joe Biden in an interview on “Meet the Press” last month that the term is used by white supremacists, which Shah said was a “false equivalency.”
The new tag is an effort to make sure people don’t see themselves as a racist or misogynist, Shah said.
“I think what we’re seeing is a rebranding effort,” Shah said, adding that he has been in touch with Vice President Biden.
Biden’s comment prompted a slew of criticism on social media and in the media for its use of the word “mateys.”
White House Press Secretary Sarah Huckabee Sanders said she was unaware of Biden’s comment and did not have any comment on it.
White House officials were not immediately available for comment.
The slogan is also being used by other groups in the White House, including the Office of American Innovation and the Office for Strategic Partnership.
The Office of Management and Budget declined to comment on the campaign.