Fortune Malls shares the same identity of “red planet” icon as master brand of Fortune REIT identity. The “small planet on a big planet” represents the idea of “sharing your world” and “communicating with a bigger world”. The typeface has also incorporated circular graphics that convey the notions of integrated, connected and community-circles, which are the key attributes of the portfolio brand. Fortune Malls lead the brand with new purple colour, which represents a sense of welcoming and warmness to the identity. Different colors of the Portfolio Malls embraced the sense of feeling of each. Our malls are given some vivid new names and new logo identities to tie in with the new brand image. The three flagship malls will be crowned with “Fortune” in their names, namely “Fortune City One” and “Fortune Metropolis”. By sharing the same red icon as their new identity, all our malls will live up to the Fortune Malls Spirit – enriching family lives and making a positive difference to the community.

In 2019, Fortune Malls refreshed the brand with a brand-new name “+WOO” for its mall in Tin Shui Wai, together with the launch of an adorable mascot "Woolu" as the ambassador for "+WOO". The dynamic, heartening new image re-defined our fresh perspective to the mall while retaining our essence which aspire giving public the most enjoyable experiences. Bring “More To Life”.