The building takes its name from the Dutch word for “gentlemen” or “noblemen.” This is a nod to the developer’s family home on Heeren Street in Malacca, a road likely named during the Dutch presence in 17th-century Malaya.

To emphasize its corporate identity, the building features a custom logo composed of a winged emblem and a central torch, carefully interwoven with the letters “CSCC” (Chee Swee Cheng & Company).