Iron Lion is a Mill Valley based gym that focuses on the strength of the body as a whole instead of simply performing routine exercises. The name Iron Lion is the combination of two incredibly strong things and a passionate, energetic logo and brand was developed to match the character of the gym.
The custom logotype was inspired by Leo's (the owner) passion for Game of Thrones and all things medieval. It was a fine line to create something that would honor his passion, represent the business and avoid becoming too intimidating and "metal."
The result is a modern crest and type treatment that stands out in the cliche ridden exercise industry.