The large file sending service formerly known as yousendit has a new name: Hightail and with it comes a new corporate identity.
Aaron, Creative Director of Hightail describes the rebranding with this audacious analogy:
Hightail is like NASA in the 1960s. Our users are the astronauts taking giant leaps of creativity, while we’re the geeks at Mission Control calculating air-to-fuel ratios and parabolic trajectories to ensure Neil and Buzz get where they’re going, then come home safely to enjoy tickertape parades and punching conspiracy theorists in the face. Space exploration became an internal theme of the new Hightail brand that even extended to the names of the various project teams working across all our products and services: Centauri, Orion, Polaris, Pulsar — everyone at Hightail is looking to the stars. The design team’s mission was to create a visual identity that matched these lofty ambitions.
The Hightail Wordmark was inspired by a masterful typeface from Hoefler & Frere-Jones, each letter was redrawn to bring a custom feel to the Hightail experience.