Future focused: Rizal (left) and Azmir at the launch of the group’s new brand identity. Azmir says the new identity is a strategic evolution to ensure the group’s commitment in delivering sustainable value.
KUALA LUMPUR: Sime Darby Property Bhd
(SimeProp) has unveiled a new revitalised corporate identity, marking a dynamic new chapter for its transformation from a pure-play township developer into a real estate company.
The brand launch, held yesterday at Sime Darby Convention Centre, signifies a crucial milestone for the group’s strategic journey in line with its purpose of becoming a value multiplier for people, businesses, economies and the planet.
SimeProp’s new logo was inspired by the group’s four team values, represented through shades of red and yellow from its heritage colours.
The evolution strikes a balance between preserving the legacy of the past and adapting to contemporary needs, ensuring that it not only remains meaningful to today’s audiences but also resonates with future generations to come.
The combined heritage from three big players in the industry – Guthrie, Golden Hope and Sime Darby – has been instrumental for over 200 years in shaping the development of Malaysia’s townships and fostering thriving communities.
SimeProp group managing director and chief executive officer Datuk Seri Azmir Merican said during the event launching: “We have expanded beyond residential, retail, industrial, investment and asset management, ensuring that we are not only building homes but also building communities, shaping townships and spaces that drive long-term value.
“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.
“At the heart of all this is our purpose, which is to be a value multiplier for people, businesses, economies and the planet.”
He added, the refreshed brand identity is a strategic evolution to ensure the group’s commitment in delivering sustainable value for all stakeholders.
Moreover, the launch event highlighted three historical chapters for the group, which includes honouring SimeProp’s heritage, reflecting on its transformation and unveiling a clear vision for the future.
SimeProp chairman Datuk Rizal Rickman Ramli said: “Every step that we have taken has been clearly considered and also guided by a strong process to remain relevant, create meaningful impact and also to contribute to Malaysia’s growth in many ways.
“This brand refresh reaffirms our identity as a trusted leader and nation-builder. It respects our rich heritage, which combines legacies of Guthrie, Golden Hope and Sime Darby, while positioning us for a future defined by resilience and purpose-driven growth.”
He noted that the brand refresh sharpens the group’s focus on its responsibility, supporting local businesses and creating opportunities that benefit Malaysians.
“Those are not just mere developments, but living communities who have benefited many generations of Malaysians over the years. This progress is not by chance, it was achieved through the dedication, hard work, vision of many, many people and on whose shoulders we stand on today.
“The brand refresh adds a sentimental value that people have related to us as well as the perfect opportunity to modernise and energise, showing our commitment to these businesses in the years ahead,” he added.
SimeProp’s roots in township development date back more than five decades, from its early projects like Taman Melawati and Subang Jaya to acclaimed townships including Bukit Jelutong and the City of Elmina.
Today, the massive property group has built over 100,000 homes across 26 active townships, providing a living environment for more than 300,000 Malaysians.
Separately, commenting on the impact of the expansion of the sales and service tax (SST), Azmir stressed the need for greater clarity on the expanded SST in the upcoming Budget 2026 in an effort to support both developers and homebuyers.
“We know our markets really well, we know their demand and what customers really want. However, we are still very cautious on how we plan to expand due these external events or shocks,” he said.
Looking ahead, the group is focusing on its SHIFT25 strategy that is expected to be completed this year, supporting its long-term five to 10-year growth plan.
This strategy encompasses expanding recurring income streams and positioning itself as an provider of urban solutions, a direction already reflected in its growing industrial and logistics portfolio and its venture into the data centre segment at Elmina Business Park.
The group is also committed in supporting the government’s effort on reducing carbon footprint, pledging to achieve net-zero carbon emissions by 2050 and limiting global temperature rise.
