Building on the Cheil’s legacy of Tech inspiring creativity, the new visual identity of Cheil X is the emblem which is a profound synthesis of cultural heritage and creative ethos, echoing the very essence of the agency’s philosophical underpinnings.
And, at its core lies the symbol of the letter X, a manifestation of the agency’s relentless pursuit of disruptive innovation within the realm of advertising. In addition, the usage of the Korean script ‘Hangul’ to form the letter X is also symbolic of the agency’s deep-rooted connection to its Korean origins.
That being said, the new identity transcends mere linguistic representation and embodies the agency’s reverence for tradition and the wisdom of centuries encapsulated within the geometric minimalism. Moreover, it is in this fusion of alphabets and cultures, that Cheil X has discovered a harmonious blend of diversity and unity, reflecting the tapestry of human experience.
Focussed on managing the fast-growing new client mandates in India, Cheil X currently has two full-fledged offices- one in Gurgaon which is helmed by Neeraj Bassi and the other led by Anurag Tandon in Mumbai. That being said, the creative team of Cheil X- Gurugram is managed by Amit Nandwani and Rajit Gupta is the creative head of Cheil X- Mumbai.
Through these two offices, Cheil X is at the forefront of offering integrated marketing services like creative, media, digital, influencer marketing, content production, technology, retail, and brand experiences that meet the ever changing business demands of clients.
Commenting on the development, Rajit Gupta, VP and Creative Head, Cheil X- Mumbai, who is also the creator of the identity, said, “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.”
To this, Anurag Tandon, Chief Growth officer, Cheil X- Mumbai, added, “At first blush, this new identity is a visual delight but if you dig deeper it reflects Cheil X’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.”
Commenting on Cheil X’s philosophy, Neeraj Bassi, Chief Growth Officer, Cheil X- Gurgaon said, “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 for years, developing solutions that Impact every moment in the customer journey. Our BCA approach helps clients achieve their business results through cumulative impact of connected experiences across the customer journey”.
