Categories: Laura

New name but no visual hammer – YouSendIt makes a change.

The brand with a generic name YouSendIt but a nice visual hammer (paper airplane) is now Hightail.

A better brand name, but it sadly lacks a visual hammer. When picking a new name, what the visual will be is too important to leave to just designers. The line above the H? What is that?? It's nothing. The paper airplane could have been iconic.

Of course, the real problem the company faces is DropBox. A great name with a powerful visual hammer that communicates storage.

YouSendIt wanted to move from sending to storage. But can they? Hightail still says sending, but now lacks the visual identity.

Interestingly enough when I Googled High Tail I found a wine using the same name that has a terrific Visual Hammer that locks-in the idea of getting something fast. If you name is Hightail how to you not show a tail?

Hightail also need a slogan that memorably communicates who they are. "Say Hi to Hightail?" is alliterative, but doesn't communicate anything. Hightail needs to do more that just hi if it wants to drop kick Dropbox.

Laura Ries :

View Comments (2)

  • Hi Laura,
    As you know brands are hard to build and it takes time. No one gets it perfect out of the gate, the hammers are coming! :) Also note the negative space between the line above the H and see what it spells.

  • You're right, Laura. Hightail is potentially a great name for something that wants to get going fast, but there's no speed in that logo.
    I can understand the desire to transition names by pulling along the old paper airplane for a while, but they should give us a hint about where they're going.
    David Robinson, your comment about the invisible T above the H now has me really worried now. What good does "Thightail" do? Yikes. Visions of scandal come to mind for me.