Cheil X's new visual identity dips into its Korean heritage

Cheil X, part of Cheil SWA group, revealed its new visual identity and philosophy. Building on its legacy of tech inspiring creativity, the visual identity is an emblem that is a synthesis of cultural heritage and creative ethos, echoing the very essence of the agency's philosophical underpinnings.

At its core lies the symbol of the letter X, a manifestation of the agency’s pursuit of disruptive innovation within the realm of advertising. Rajit Gupta, vice president and creative head of Cheil X Mumbai, who is also the creator of the identity, said that the form of X, which is inspired by traditional and modern Korean script, essentially breaks down to lines and dots. This framework has been extended to create a unique typeface and illustrations that form a whole visual ecosystem for the brand.

“The logo philosophy embodies the ethos of Cheil X—a commitment to disruptive creativity rooted in cultural empathy and emotional resonance. It is a reminder that in every stroke of design, we are not merely crafting images but shaping experiences, touching hearts, and inspiring change,” Gupta added.

Rajit Gupta, vice president and creative head of Cheil X Mumbai.

The company said that in this fusion of alphabets and cultures, they discovered a harmonious blend of diversity and unity, reflecting the tapestry of human experience. Anurag Tandon, chief growth officer at Cheil X Mumbai added that at first blush, this new identity is a visual delight but if one digs deeper, it reflects the company’s preparedness for its next phase of growth as it spreads its wings with the launch of new office in Mumbai.  

“We are uniquely poised to capture the next wave of business evolution as our clients are becoming more tech focussed with our portfolio of services that draws on our expertise of leveraging creativity and technology.  We have the best talent in the industry who have hands on experience in handling the dynamic business ask of our clients combined with the desire to fuel their growth and be an enabler for their business success,” he added. 

Cheil X is an independent full-service agency under the Cheil SWA group that manages the fast-growing new client mandates in India. It has two full-fledged offices in Gurgaon and Mumbai. The Gurgaon team is helmed by Neeraj Bassi, chief growth officer with the creative team managed by Amit Nandwani, national creative director.

As chief growth officer of Cheil X Mumbai, Anurag Tandon leads the charge of newly opened office in the city while Rajit Gupta is its creative head. Through its two offices, Cheil X offers integrated marketing services that can meet the changing business demands of its clients, including creative, media, digital, influencer marketing, content production, technology, retail, and brand experiences.

Neeraj Bassi, chief growth officer, Cheil Gurgaon

Commenting on Cheil X’s philosophy, Bassi said that agencies today need to move beyond their traditional remit of campaign-led approach to a broader focus on improving the business outcomes. “Our main differentiator is that we are already ahead of this curve.  We have been living the philosophy of business connected agency (BCA) for years, developing solutions that Impact every moment in the customer journey. This approach helps clients achieve their business results through cumulative impact of connected experiences across the customer journey,” he stated.