Cheil SWA Unveils New Visual Identity and Philosophy for Cheil X

Cheil X, a division of Cheil SWA group, unveiled today their new visual identity and philosophy, which draws inspiration from the Korean ancestry of the agency. Under the Cheil SWA group, Cheil X is an independent full-service agency that oversees rapidly expanding new client mandates in India. It operates two fully functional offices in Mumbai and Gurgaon. Amit Nandwani, NCD, Cheil X-Gurgaon, oversees the creative team, while Neeraj Bassi, chief growth officer, leads the Gurgaon team. Rajit Gupta is the creative head of Cheil X-Mumbai, while Anurag Tandon, chief growth officer, is in charge of the recently opened Mumbai office. It provides integrated marketing services covering creative, media, digital, influencer marketing, content creation, technology, retail, and brand experiences to clients in India. It has offices in Gurgaon and Mumbai.

Cheil SWA’s commitment to disruptive creativity with new visual identity

The 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 building on Cheil’s legacy of tech-inspiring creativity. The fundamental emblem of the organization is the letter X, which represents their unwavering quest for disruptive innovation in the advertising industry. The letter X is formed by the Korean script ‘Hangul,’ signifying the agency’s strong ties to its Korean heritage. However, it goes beyond simple language interpretation; it captures their respect for custom and the centuries’ worth of wisdom contained in geometric minimalism. They found a harmonious blend of diversity and unity in this fusion of alphabets and cultures, reflecting the tapestry of human experience.

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Here’s what the said

Rajit Gupta, VP and creative head of 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.”

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.”

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