Sime Darby Property unveils refreshed brand identity to reflect legacy, future goals

Kuala Lumpur, Malaysia – Sime Darby Property Berhad introduced a refreshed brand identity aimed at aligning the company’s heritage with its long-term growth plans. The launch event at the Sime Darby Convention Centre brought together employees, stakeholders, and former leaders.

The new look keeps the company’s name, shield emblem and signature heritage red, while presenting a more modern design. The updated logo features an outward-moving form and colours drawn from shades of red and yellow, which the company said symbolise its four TEAM values and its “Purpose to be a Value Multiplier for people, businesses, economies and the planet.”

Dato’ Rizal Rickman Ramli, chairman at Sime Darby Property said, “This brand refresh reaffirms our identity as a trusted leader and nation-builder. It respects our rich heritage, which combines the legacies of Guthrie, Golden Hope, and Sime Darby, while positioning us for a future defined by resilience and purpose-driven growth. It is a strategic evolution to ensure we continue delivering sustainable value for all stakeholders.”

Meanwhile, Dato’ Seri Azmir Merican, group managing director and CEO at Sime Darby Property, commented, “Our story is rooted in legacy and nation-building, stretching back more than 50 years in property development. From Sime UEP to today’s Sime Darby Property, our DNA has always been about creating townships that endure and communities that thrive.”

He added, “This brand refresh is not about wiping the slate clean – it is about ensuring our brand remains relevant, trusted, and future-ready. By retaining the core elements that hold the strongest equity – our name, our shield, and our colours – we are reaffirming our Purpose: to be a Value Multiplier for people, businesses, economies, and the planet.”

The company said the brand update complements its SHIFT25 strategy, now in its final phase, which focuses on expanding recurring income and building its position as an urban solutions provider. Sime Darby Property pointed to growth in industrial and logistics projects and a new data centre development at Elmina Business Park as examples of this direction.

Sime Darby Property has more than five decades of property development experience and historical roots dating back over 200 years through the Guthrie, Golden Hope and Sime Darby names. It has delivered over 100,000 homes across 26 townships, including Taman Melawati, Subang Jaya, Bukit Jelutong and the City of Elmina.