Imperial owns a combination of six portfolio divisions defined by icons forming the graphic element of the crown. Thus, it was necessary to link these divisions with a unified visual style. The solution was to choose a modern colour palette and a sans-serif typeface, Athiti, which, with its typical character, forms a distinctive feature of the entire visual identity.

The symbols, iconography, font, colours and logo used project the company's portfolio. These elements accompany online and offline materials, and the visuals are also applied to interiors and cars.