The logo uses Cantoria MT, a versatile serif font designed by Ron Carpenter. The strength of it’s heavy weight uppercase letters balance nicely with the more delicate shapes of the lighter weight lowercase letters. The diamond-shaped tittles in this font are the inspiration for the diamond that replaces the middle arm in the ‘E’ for Elite. Similarly, the diamond graphic is masked by the curve of the lowercase ‘e’, giving it a unique outline and enough strength to be used as a stand-alone symbol within the marketing materials.

Below: iconography used on the website and sales kits. Similar to the diamond logo graphic, the icons break the boundary of the shape they’re contained in.