After more than a year of it's existence, I just realized that the nvidia titan Xp (notably not GeForce gtx titan Xp) clearly has “GeForce gtx” on the cooler. : r/pcmasterrace
NVIDIA TITAN Xp Specs | TechPowerUp GPU Database
TITAN Xp Graphics Card with Pascal Architecture | NVIDIA GeForce
Refurbished: NVIDIA GeForce Titan Xp 900-1G611-2530-000 12GB 384-Bit GDDR5X PCI Express 3.0 HDCP Ready SLI Support Video Card GPUs / Video Graphics Cards - Newegg.com