ELIMINATOR

Mark description

The mark consists of the word "ELIMINATOR" in an oblique block font. All letters are capitalized except the 3rd and 5th letters, which are lowercase "I"s. The top horizontal stroke of the "E" and the "T" are separated from the remainder of each letter by gaps that align with the gaps between the tittles and the vertical strokes of the "I"s. The middle vertical stroke of the "M" is similarly separated from the remainder of the letter by a gap that also aligns with the gaps between the tittles and the vertical strokes of the "I"s. The "A" describes a triangle, with the horizontal stroke at the bottom of the letter, and has a notch in the first vertical stroke which also aligns with the gaps between the tittles and the vertical strokes of the "I"s. The "R" is missing the vertical stroke, so that the loop of the "R" is open, which also aligns with the gaps between the tittles and the vertical strokes of the "I"s. Alignment of the gaps in the "E", "M", and "T", the notch in the "A", and the open loop in the "R" with the gaps between the tittles and the vertical strokes of the "I"s suggests a negative stripe horizontally through the word "ELIMINATOR". Combined with the oblique block font, the negative stripe evokes a sense of velocity.