Boasting a fresh new identity, Hong Kong's South China Morning Post has announced plans to relocate its city office to new premises in Causeway Bay.

SCMP will retain its Morning Post Centre in the Tai Po Industrial Estate where its presses are located, while moving the city office to the new location in Times Square by the end of 2019.

The six-floor, 9290 m2 office is an "activity-based work space", including social areas, huddle rooms, varied seating options and an open atrium, designed to improve internal communication.

Meanwhile, the company's new inhouse-designed logo reflects the international code letter 'K' which - when hoisted by itself - stands for 'I wish to communicate with you'. The publisher says the move starting this month is in line with its roadmap to transform and expand its focus from the region to the global marketplace.

"The two-pane design also highlights the importance of understanding the world from both sides of the story, which is key to 'truth and fairness', the paper's editorial principle," it says.

The 114-year-old paper has been noted for a more pro-China line since it was acquired two years ago by Alibaba founder Jack Ma, who said then readers deserved "a fair chance to understand what is happening" in the giant country.

SCMP chief executive Gary Liu says even with their evolution, "there is one thing that will never change.

"We will continue to safeguard SCMP's unwavering commitment to our core editorial values - truthful, fair, independent journalism."