Imperial.
A crowned bodybuilder.

The brief

Imperial Gym & Fitness needed an identity that lives up to its name: a mark with the strength, pride and confidence people bring to every session.

It had to be bold enough to own a gym wall, simple enough to print on staff t-shirts, and personal enough to feel like it truly belongs to the family behind it.

The idea

I transformed the letter M from the owner’s son’s name, Matej, into a bold abstract bodybuilder figure and crowned it to create a king, symbolising strength, pride and dominance.

The result is a commanding mark that embodies the power and prestige at the core of Imperial’s fitness brand, set off with a sharp lime green crown against black and white.