Sime Darby unveils new brand identity

From left: Sime group chief financial officer Muhammad Noor Abd Aziz, Datuk Jeffri Salim Davidson, Sime chairman Tan Sri Samsudin Osman and Sime UMW division managing director Mustamir Mohamad

KUALA LUMPUR: Sime Darby Bhd has unveiled a refreshed brand identity to reflect its “progressiveness” and focus on its core businesses of motors and industrial equipment.

Group chief executive officer Datuk Jeffri Salim Davidson said the rebranding reflects not only the group’s progressiveness but also its readiness for future growth.