Prominent Feature: I would like the XL to be the prominent feature. Probably with the words “Benefit Insurance Services either to the right or below the “XL”. 
 
Colors: I like grayish blue (cornflower blue), with black and gray. Alternatives would be hunter green (see Edward Jones) or crimson red (see Alabama Crimson Tide). 
 
Style: I prefer a simple design without a lot of shadow or embossing. It needs to look good on a white background, though colored boxes, etc. are fine (see attached samples). An abstract XL would be great. If possible I’d like the X to look like a very subtle cross. I don’t want it to be obvious or “in your face” but subtle would be great! 
 
Web domain: My reserved domain is xlbenefits.com. I haven’t designed a website yet though I will be working on one in the future. At a future time I may be interested in tweaking the logo to just include XL Benefits (dropping “Insurance Services”). 
 
Logos I like: I like the simplicity of the “Destination XL” logo and especially like the X. I like the style of BrokerDirect (see brokersdirect.co.uk). I like the different colors with Brokers in black and Direct in green. I like the “T” in the Taylor Made logo. I like the abstract X and L in the XLi logo from Montana State University (extended learning institute). 
The samples I’ve attached are just samples, please feel free to think outside the box. I’m not looking for 50 different versions of my own ideas! Thank you for your time and good luck!

Great job with the initial design and all the variations!  I appreciate your patience in working up so many options so we could find the one that we preferred.  Thanks for all your help!

XL Benefit Insurance Services