That typeface. Looks a bit like Bank Gothic. Can an American explain the cultural connotations? As a European it has very particular associations. A cross between Real American Hero Military Men With Guns and a certain child-like toy-soldier naïvité (case in point, a computerised machine for killing animals). Not trying to be incendiary, it's quite difficult to define. But people seem unashamed to use it. Is it a cliché?