XL introduced a new campaign, “Make Your World Go”, and a new identity designed by London-based Venturethree, in October, 2011. For a market that is, by definition, the antithesis of risk, XL consciously went out on a limb and abandoned the typical, traditional grays, blues, and burgundys that are common in the sector. Based around the tagline, “Make your world go,” Venturethree’s mark consists of three arrows that borrow from the "fast forward" sign to create the “XL” in the identity. “A lot of the insurance world talks about when things go wrong, but that’s a negative place to start,” the studio tells Co.Design. “We looked at it in a different way. Insurance is an enabler; it allows the world to move forward.”