SHANG PROPERTIES, Inc. is planning to launch new projects in Quezon City and Cebu, as the high-end property developer unveiled its new brand identity.

“The luxury real estate market continues to change and evolve and we strive to be at the forefront of change… We want to redefine luxury and set new standards,” Wolfgang Kreuger, executive director at Shang Properties, said during the company’s launch event.

Mr. Kreuger said the new logo and branding “marks the beginning of a new era of sophistication.”

Shang Properties’ new logo features a more streamlined look, which the company says reflects its design philosophy “uncompromising vision, elegance, and harmony in all details.”

It retained the crane in its logo “to show the company’s lasting commitment to creating inspired spaces that are thoughtful and meticulously designed with harmony in mind.”

“This signifies us formally ushering in a new era of our brand — one that takes our mastery of creating extraordinary moments to even greater heights,” Jayme T. Uy, marketing director at Shang Properties, said in an e-mail interview with BusinessWorld.

“Even after over three decades since entering the real estate property market, Shang Properties continues to pay the finest attention to all the details,” she added.

The property developer is planning to launch two new residential high-rise projects in Quezon City and Cebu. The Quezon City residential project is located along Scout Bayoran and Sgt. Esguerra.

“As of to date, we are still in the project planning phase for our Cebu project,” Rose O. Morales, senior director for group sales at Shang Properties, said.

Last month, Shang Properties launched its latest residential development project Laya in near Ortigas Center in Pasig City. Laya offers 1,283 residential units, ranging from studio to three-bedroom units.

Shang Properties is an affiliate of Shangri-La Hotels and Resorts worldwide, and Hong Kong property investment firm Kerry Properties Limited. Its projects in the Philippines include Shangri-La Plaza, The Shang Grand Tower, Shangri-La at the Fort, and The Rise Makati. — Miguel Hanz L. Antivola