IMPERIAL FITNESS
Rebranding and Restyling, Visual Identity

The main objective of the evolution of the Imperial Fitness logo is the improvement of reading through a new balancing of all the elements that compose it, the renewed character, a pay-off, but above all the change in the proportion of words. In the new version of the logo, in fact the word “Fitness” has been removed in order to give more space to “Imperial”, increasing the visibility and memorability of the latter. The elimination of “Fitness” is also motivated by the widespread use of the term in the same sector as well as by the now widespread perception of the Club to the public as a consolidated reality, as emerged from numerous market surveys.