A Legendary Start.

X was founded in Beijing as 'Legend'. It is often referred to as "Red Chips."

     In 2002, Yang Yuanqing decided to abandon use of the Legend brand name in order to expand outside of China, as the "Legend" name was already in use by many other businesses worldwide, making it impossible to register in most jurisdictions. In April 2003, the company publicly announced its new name, "X", with a large media campaign involving huge outdoor billboards and primetime television ads. It spent 18 million RMB on an eight-week television advertising campaign. The billboards featured the X logo against blue sky with copy that read, "Transcendence depends on how you think."

    Id X.