Ayala Malls Rolls Out an (Almost) Unified Rebrand

Ayala Malls finally made a major brand refresh Friday, January 9. The new brand first appeared last November 2025 at Ayala Malls Solenad.

What's now Ayala Malls Nuvali was renamed in sync with the estate it belongs to. Ayala Land places it as the core of Metro Nuvali's Lakeside District.

Prior to that, we've already seen hints of the new brand in progress while Ayala Malls Arca South was being built and prepared, initially expected to open before the end of 2025. Its first phase is now set to be opened February this year.

We've kept tabs with the mall chain's updates since then, as they join other brands like SM and Robinsons Malls in transforming their identity in line with the today's tastes.

Given the numerous shopping locations that the Philippines' number 3 chain has, how should we talk about the massive change? We spent quite a lot of time looking at the mall chain's website, as well as most of its Facebook assets. We then grouped all the details we got into 4 categories:

1. General Rebrand, where they adopt the new logo altogether
2. Brand Refresh of their flagship malls
3. Phased Out, throwing away their previously unique identity to conform with the rest
4. Brands Kept, which is mostly self-explanatory – this also includes malls managed (but not fully owned) by the chain

General Rebrand

Ayala Malls may have fallen into the same logo trap as SM and Robinsons by making their mall brands unique in the past, only to realize at one point that they must have a unified identity to stay consistent.

We understand this was an important business decision, as they are getting ready for an aggressive expansion, planning to build 5 malls yearly.

Brand Refresh

Flagship malls Greenbelt, Glorietta, Ayala Center Cebu and Trinoma have also revealed their refreshed identities together with the rest.

Actually, this was just part of the revitalization plan. As we write this piece, upgrades at these places are still ongoing.

• Glorietta was the first to unveil its new logo, adding it some time after they finished revitalizing the Ayala Avenue entrance.
• If we nitpick on the new logo, it's not as uniform as the other flagship rebrands – let's compare the lowercase a that Glorietta has in contrast to the same a Trinoma and Ayala Center Cebu has.

Greenbelt ditched the big G for its new logo, still in all caps but with wide spacing in-betweeen the letters. The wave (or tilde?) from the previous logo was retained, and now even the G has it.

The mall chain made sure that their name is still there either way – for example, Ayala Center Cebu by Ayala Malls. Ayala's Cebu flagship mall now sports a logo which has rattan-like weaves in contrast to the brushstroke pattern it had, while retaining the lowercase name style from its previous design.

If there's one logo that made designers react the most, it's got to be the new logo for Trinoma (which in the first place meant the 'Triangle North of Manila').

• We're still baffled why they chose to use a circle instead of a triangle for the new branding. Was the use meant to be a metaphor for how its mall-goers spin around in circles with its massive shopping space?
• This logo felt a bit similar to that of Bonifacio Global City, maybe due to the colors used. This new logo also ditched the blue color in its first logo.
• At least there's still a triangle somewhere in the logo – just look closely at the lowercase T. Capiche?

Phased Out

The first Ayala mall on record to bear the "Ayala Malls" name was at Serin in Tagaytay, opened in March 2015.

Prior to this, malls were uniquely named, like MarQuee Mall (opened in 2009), Abreeza (2011), Harbor Point and Centrio (2012), U.P. Town Center (2013), and Fairview Terraces (2014). Most of these malls have adapted the same branding, letting go of their distinct identities.

Maybe it's for the best, but we'll need some time to grieve from their surrender to brand uniformity.

Brands Kept (for now)

We're not certain about the future of Market! Market!, but we're sure they retain the logo they've kept using since its opening in 2004.

We also saw no change in the look and feel of the busy Bonifacio High Street, or EDSA-Makati's main transport hub One Ayala.

Same goes with its two District community malls in Imus and Dasmariñas, as well as other Ayala-managed Pavilion in Biñan, Laguna and Metro Point in Pasay City.

There's certainly more to come for Ayala Malls' latest rebrand, so let us know if we missed anything either in the comments, on X/Twitter or Instagram.