Sime Darby Property unveils updated brand identity reflecting value-multiplier mission

• The rebranding preserves the company’s most recognisable elements—its name, shield emblem, and heritage red—while presenting a more contemporary logo featuring outward-moving forms inspired by its four TEAM values.

KUALA LUMPUR (Sept 18): Sime Darby Property Bhd has introduced a refreshed brand identity, reflecting its transition from a traditional property developer to a diversified real estate company, it announced on Thursday.

The updated identity, launched at the Sime Darby Convention Centre here, is designed to maintain relevance with modern audiences while acknowledging the Group’s more-than-two- centuries’ heritage.

The rebranding preserves the company’s most recognisable elements—its name, shield emblem, and heritage red—while presenting a more contemporary logo featuring outward-moving forms inspired by its four TEAM values. New shades of red and yellow symbolise the Group’s stated purpose of serving as a “Value Multiplier” for people, businesses, economies, and the planet.

Following the press conference, Sime Dary Property’s group managing director and CEO, Datuk Seri Azmir Merican told EdgeProp that the company measures the impact of its “Value Multiplier” approach through specific, verifiable targets. 

He cited a 40% reduction in Scope 1 and Scope 2 greenhouse gas emissions by 2030 as one of the indicators of measurable progress that stakeholders can see.

Key initiatives include positioning the company as an Urban Solutions Provider, a direction already evident in its industrial and logistics portfolio and its move into the data centre segment at Elmina Business Park.

During the media briefing, Azmir elaborated on Sime Darby Property’s three-engine strategy under its SHIFT25 plan, now in its final phase:

— Engine One remains the core property development business that has produced award-winning townships in Selangor such as Subang Jaya, Bukit Jelutong and the City of Elmina.

— Engine Two focuses on recurring income, including asset and fund management, to give investors greater earnings visibility.

— Engine Three explores new opportunities such as energy solutions and renewable initiatives to support sustainable townships.

The group said that it is also studying ways to enter the affordable housing segment and is open to partnerships with landowners to balance land acquisition and development timelines. While specific financial details of the rebranding exercise were not disclosed, it was confirmed that customer-facing assets will be updated in stages over the next six months.

As Penang girds itself towards the last lap of its Penang2030 vision, check out how the residential segment is keeping pace in EdgeProp’s special report: PENANG Investing Towards 2030.