Simon Re-brands and Revamps Image.

Simon's new logo, which was unveiled this week.

Simon, formerly Simon Property Group, is one of the largest real estate–investment trusts in America.

Simon announced at the ICSC RECON Las Vegas convention May 19, that the company will introduce a new corporate identity and logo, which will be seen in Simon malls’ digital experiences and advertising campaigns as well as in signage at the malls it owns.

The new look and branding for Simon is part of a new direction for the company, which will offer improvements to customer service and amenities and develop the experience of its malls.

Simon chief marketing officer said, “We are excited to launch a fresh, aspiration consumer-facing brand that reinforces our customers’ experiences of fashion, discovery and community."

The new look would portray Simon as an “elevated” brand for fashion consumers, as well as families going to the mall to shop and to look for entertainment.

 The company has spent more than $50 million on media in print television, digital, radio and direct mail on the new branding. 

The campaign will continue through the end of 2014.

Simon owns premium malls, including Desert Hills Premium Outlets in Cabazon, Calif., which recently unveiled a major expansion. 

Simon also owns The Millsdivision of malls and major regional malls such as Del Amo Fashion Center in Torrance, Calif.; Fashion Valley in San Diego; and The Shops at Mission Viejo in Mission Viejo, Calif.

Many more include Woodfield Mall in Schaumberg, IL, as well as Aventura Mall in Aventura, Fla.; The Forum Shops at Caesars in Las Vegas; and The King of Prussia Mall in King of Prussia, Penn.

Simon Property Group launched its re-branding efforts Monday with the goal of letting shoppers know exactly which brand is behind their local malls.

In its efforts to become more recognizable, the Indianapolis-based company created new logos for South Florida malls like the Dadeland Mall, The Falls, Miami International Mall and The Shops at Sunset Place. They now look similar to Simon’s corporate logo, with ‘A Simon Mall’ printed beneath the location’s name.

Simon celebrated its 20 years of success anniversary in February.