The re-branding of a company is not a decision that should be undertaken lightly. Changing a corporate image is a reintroduction of your company’s values and products to your established customers while also seeking to broaden your outreach to a new population of potential clients.

The world of cloud computing was introduced, in no small part, thanks to the foundation of file sharing service YouSendIt in the middle of the last decade. Their iconic paper-airplane logo effectively conveyed their purpose of allowing users to post large data attachments to their cloud storage platform so that intended recipients could access the files, often too large to send over traditional e-mail.

Since YouSendIt arrived on the scene in 2004, several competitors in the cloud storage market have arrived on the scene. And so, YouSendIt felt the timing was right to differentiate themselves from the pack.

As of Wednesday, YouSendIt is no more. The company’s rebranding is comprised of more than just a change of logo. YouSendIt, in a move to better represent the full breadth of its current products and future vision is now Hightail.

“The launch of Hightail is more than simply a new name,” said Hightail CEO, Brad Garlinghouse. “It signifies the beginning of a new company with new products and a new way of thinking. We have already far outgrown our original use case of only sending large files, and our name should reflect where we are as a company today as well as where we want to go in the future. We’re renewing our commitment to helping our customers keep their ideas moving and—of course—making sure their life’s work doesn’t get dropped or stuck in a box.”

The company’s new website, www.hightail.com, will be presenting an entirely re-designed experience for their 43 million registered users, 10 million of whom opened their accounts in only the last year. One major change the company has announced, as the storage industry has become increasingly more commoditized, is the unveiling of a new cloud storage pricing scheme, allowing users unlimited storage on their cloud servers for only $15.99 a month.

“As the leading player in cloud file transfer, the name YouSendIt was perfect for the time. Today, the company has a broader set of offerings that extends into the high growth cloud file sharing market,” says Maureen Fleming, vice president of IDC’s BPM and middleware research programs. “The new name provides Hightail with a brand that allows the company to evolve as customer needs evolve.”