It says 'Cogz', Kup.

It's clever the way they've designed the face/'head' to rotate. It means they can either obscure it in altmode or have a toy-accurate face on the other side - like Animated Blitzwing, MOTU Man-E-Faces or Princess of Power Double Trouble. Or just have a Swerve head on the other side for a recolour. Gears is one of my favourite G1 Transformers and this is a nice homage.