An image forming apparatus includes the following. A measuring unit measures a physical property of media as a target on which an image is formed. An image forming operator forms an image on the media. A hardware processor controls an operation of the image forming operator and extracts a candidate of a type of media based on a measured result by the measuring unit. An operation receiver receives input to specify one type from the candidate extracted by the hardware processor. The hardware processor controls the image forming operator to form on the media an identification image determined according to a combination of the extracted candidates.