XL Group today launches a new global brand and marketing campaign.The rebranding will include a new logo, which will in time be visible on the signage at XL House, and comes with the tagline “Make your world go”.XL chief executive officer Mike McGavick told The Royal Gazette that the new branding would help send the message that XL could free their clients from worry about complex risks to allow them to concentrate on making progress.“When you look at the new logo, you see something modern, refreshing, agile and quick to move,” Mr McGavick said.XL is aiming to portray itself as a company that has the expertise and energy to create products that match the complexity that their clients face, so clients don’t have to worry about things that distract them from their core business.Mr McGavick added that for the past year the company had been working on a new strategy around innovation and making a difference to clients. The rebranding would help XL to present a face to the market that “reflects who we are and what we do”.In a statement, Mr McGavick added: “At XL, we tackle risk like no one else, analysing deeper and listening closely to our clients to create solutions that unleash the world’s capacity to advance. By helping our clients unlock their full potential, we fulfill our own.“Our new brand demonstrates this unique outlook and the commitment and value we bring to clients.“There is no progress without risk. And in an environment where change is accelerating, risks are multiplying and businesses are increasingly complex, companies need strong, innovative partners to help manage their risk. Our brand clearly sets XL apart as the strong, innovative partner needed in today’s market.”XL partnered with Venturethree, a London-based global brand studio, to develop the brand. In addition, the New York-based agency Thackway Mccord LLC provided initial research for the rebranding project. The new brand will be implemented gradually over the coming months.Mr McGavick declined to reveal the cost of the rebranding exercise.The redesigned logo and more on the rebranding is available on the company’s website at xlgroup.com, on the “Our Brand” page at xlgroup.com/brand.