The name of this brand inspired me. After reading the brief and seeing that the target consumer was avid male gym-goers. I thought of the most muscular and masculine animal - gorilla. The natural shape of the gorilla is already close to an M, but with a little tweaking I made him look more like it. I wanted a combination of sophisticated and rugged, so at the top I have smoother lines and toward the bottom it gradually changes to more geometric.