There are 3 terms - RATING, RANK, and LEVEL, my understanding of them is as follows...
(apologies if this is inaccurate, someone with more expertise can correct my post)
RATINGELO and WHR are both ratings systems to calculate relative skill between players.
Zero-K uses WHR as the player rating system, calling it ELO is technically incorrect, but ELO is a more widely understood term.
This metric is used for balancing.
RANKRanks are used to group players by rating, into ranges.
The RANK determines the colour of your LEVEL.
This is a cosmetic indicator of a players skill/ability.
LEVELLevel is a proxy for playtime, more you play more you will level up.
It has nothing todo with rating or rank and only shows how experienced (in game time) a player is.