<p>YouSendIt today announced a turning point in its existence a rebrand of the company that it hopes will emphasize its transformation into a business that aids in not only passing of files, but collaboration, and sharing. Starting today, YouSendIt is now being known as Hightail.</p><p>The renaming of the company isn't exactly a surprise. After all, its CEO Brad Garlinghouse declared that it was happening at Bloomberg's Next Big Thing conference last month. The impetus behind the move was to separate the company from the fact that it no longer is all about sending, but rather about collaboration.</p><p>Working with the Siegel+Gale branding agency, the firm formerly known as YouSendIt spent a great deal of time working to find out what their brand stood for. We spoke with the company's Chief Product Officer Matte Scheinker and its Chief Marketing Officer Mike Trigg about how things came to be.</p><p>Hightail's design team interviewed everyone who would have contact with the brand, including end users, employees, industry analysts, board members, and more. From their discussions, the name Hightail came about. Trigg says that Hightail emotes speed and agility terms that the company wants to be associated with. They tested at least a half-dozen names with Hightail being ultimately selected.</p><p><a href="http://thenextweb.com/insider/2013/07/10/yousendit-rebrands-as-hightail-looks-beyond-file-sharing-to-rival-collaboration-software-makers/">Keep reading...</a></p>