All of that data is submitted by Backers. I think there are plans to unlock some of the bloodline configuration stuff, but I am not sure if editing existing bloodlines like that will be part of the game.

Thanks for the answer. I'm also a backer, but I didn't wish to design a bloodline.
It's great that they decided to give this opportunity to the backers, but I don't think that the other players should need to play with other people's creations. I just saw this motto that says "AAAAAAAAHH". That's a funny motto, but what if I prefer to keep a serious tone in my game?

Also, I made a mistake: it's not "usque ad infinitum" but "usque ad ultimum". That doesn't change the point though.

you can choose at the start to use thematic, un-thematic or mixed bloodlines.

you will still get some bad latin in thematic but on the whole it is fine (i dont breed the bloodlines i dont like anyway). AHHHH! is probubly not a house motto, it is likely the house war-cry.

the war-cry is what pops up above their head in battle after they kill a cadence.

the motto is underneath the keep name on the keep menu

AAAAAAAH is from a thematic bloodline.
And indeed I mixed up the mottos and war-cries, sorry. I'm talking here about the warcries.

That was actually my warcry if it was House Wicker lol and when I decided it I thought What would I do if I had just smashed a monsters face in with a caber, and the answer was probably just scream at it.

Was a nice surprise to see my caberer say "a wolf never surrenders" when he killed a monster ... on his banner there's a big Wolf :)

Yeah, they were talking about this on some video was watching, it seems like some of these could use another proofreading pass. That said, I've played a lot of the game now, and there aren't so many thematic ones that I'd like to see changed. They did a pretty decent job of sorting them out.

Literally chose thematic and got "Mr. Pancakes" as a title. They should really fix this.

I'm betting they're not likely to get right on that.