SC has announced its most significant corporate rebrand in 20 years, unveiling a new logo and visual identity that reflect the brand’s evolution into a broader role. SC has transformed from a property developer into an organisation driving growth across three core business engines, encompassing residential development, recurring revenue businesses, and future-focused ventures.
This transformation goes beyond a mere visual refresh. It embodies SC’s new direction under the concept “More than Living”, extending the brand into a life ecosystem that connects housing, work, and various services in an integrated and systematic way.
At the heart of this transition is SC’s purpose: “creating value for people and the world.” This guiding principle shapes the strategy of all three business engines and drives the brand to expand beyond its previous boundaries, taking on a new role that touches every aspect of life. A key element of the rebrand is the launch of a new logo, designed by the world-renowned UK agency Pentagram, known for its work with leading global brands. The logo reflects SC’s ambition to elevate its visual identity to international standards.
SC’s new logo draws inspiration from the concept of a “Pattern of Growth”, representing the infinite and harmonious expansion found in nature—particularly the arrangement of sunflower seeds. This motif conveys continuous, balanced growth and is interpreted into the letters “SC”, with a rhythm and structure that connect seamlessly.
Additionally, the Rising Sun element signifies new beginnings and the energy of each day, reflecting the brand’s commitment to creating “better mornings every day” through long-term life-enhancing experiences.
Within this new structure, SC drives balanced and sustainable growth across its three main business engines, spanning profit-driven businesses, recurring revenue ventures, and after-sales, digital platforms, and healthcare services, elevating life experiences across every dimension. These new business groups build on a deep understanding of people and social trends, including an ageing population, health, and quality of life, reflecting a natural expansion from “home” to “life care”, while creating long-term sustainable value.
Ultimately, this rebrand is more than a visual transformation—it is a declaration of SC’s new role as a brand that grows through new possibilities, expanding the scope of what it can create for people and the world over the long term.
