Sime Darby Property unveils refreshed brand identity

Sime Darby Property has unveiled a refreshed brand identity, marking a key milestone in its evolution from a pure-play property developer to a broader real estate company. The updated identity retains the group’s strongest brand assets, which are its name, shield, and heritage red, while presenting a modernised look designed to resonate with today’s audiences.

According to a statement by the brand, the new logo features an outward-moving form inspired by Sime Darby Property’s four core values, with shades of red and yellow representing the group’s purpose as a "Value multiplier" for people, businesses, economies, and the planet.

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“With a legacy spanning more than 50 years in property development and over 200 years through Guthrie, Golden Hope, and Sime Darby, this brand refresh reaffirms our identity as a trusted leader and nation-builder,” said Rizal Rickman Ramli, chairman of Sime Darby Property. “It respects our rich heritage while positioning us for future growth that is resilient and purpose-driven.”

Sime Darby Property’s footprint includes pioneering townships such as Taman Melawati and Subang Jaya, as well as award-winning developments like Bukit Jelutong and the City of Elmina. To date, the Group has delivered more than 100,000 homes across 26 active townships, serving over 300,000 Malaysians.

“This brand refresh is not about wiping the slate clean, it ensures our brand remains relevant, trusted, and future-ready,” said Azmir Merican, group MD and CEO. “By retaining the core elements that hold the strongest equity – our name, shield, and colours – we are reaffirming our purpose: to be a 'Value multiplier' for people, businesses, economies, and the planet.”

Ushering in a new era

To mark its “bold new chapter,” Sime Darby Property also unveiled a brand film showcasing its refreshed identity. The video highlights the company’s strides in technology and innovation while maintaining a strong focus on sustainability and urban biodiversity.

The film moves seamlessly between scenes of families enjoying Sime Darby developments and glimpses of futuristic cities and innovation hubs. It culminates with the logo layered over images representing people, businesses, economies, and the planet, underscoring the group’s commitment to creating lasting value.

The refresh also aligns with the SDP's SHIFT25 strategy, now in its final phase, which focuses on strengthening recurring income streams and positioning Sime Darby Property as an urban solutions provider. This direction is reflected in its industrial and logistics portfolio and its entry into the data centre segment at Elmina Business Park.

Earlier in 2017, Sime Darby Berhad had announced that it would conduct a demerger to split its plantations, property, automotive and industral businesses into three pure plays. Following which, Sime Darby has rebranded itself as "Sime" at the end of 2024, to reflect its strategic focus on the automotive and industrial equipment sectors. 

Meanwhile, Sime Darby Plantation had officially rebranded as SD Guthrie in May 2024. In proposing the new brand, SD Guthrie, the company aimed to position itself as a fully integrated player in the industry, with ambitions beyond upstream plantations. It said that the SD Guthrie name also honours the company’s heritage, tracing back over 200 years to Alexander Guthrie.

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