diff --git a/imagekit/templatetags/imagekit.py b/imagekit/templatetags/imagekit.py
index 8a59242..67d2438 100644
--- a/imagekit/templatetags/imagekit.py
+++ b/imagekit/templatetags/imagekit.py
@@ -10,7 +10,7 @@ register = template.Library()
 
 
 ASSIGNMENT_DELIMETER = 'as'
-HTML_ATTRS_DELIMITER = 'with'
+HTML_ATTRS_DELIMITER = '--'
 DEFAULT_THUMBNAIL_GENERATOR = 'ik:thumbnail'
 
 
@@ -205,10 +205,10 @@ def generateimage(parser, token):
 
         <img src="/path/to/34d944f200dd794bf1e6a7f37849f72b.jpg" width="100" height="100" />
 
-    You can add additional attributes to the tag using "with". For example,
+    You can add additional attributes to the tag using "--". For example,
     this::
 
-        {% generateimage 'myapp:thumbnail' from=mymodel.profile_image with alt="Hello!" %}
+        {% generateimage 'myapp:thumbnail' from=mymodel.profile_image -- alt="Hello!" %}
 
     will result in the following markup::
 
@@ -250,7 +250,7 @@ def thumbnail(parser, token):
 
         {% generateimage 'ik:thumbnail' from=mymodel.profile_image width=100 height=100 %}
 
-    The thumbnail tag supports the "with" and "as" bits for adding html
+    The thumbnail tag supports the "--" and "as" bits for adding html
     attributes and assigning to a variable, respectively. It also accepts the
     kwargs "anchor", and "crop".
 
diff --git a/tests/test_generateimage_tag.py b/tests/test_generateimage_tag.py
index 12f8d4b..18b4168 100644
--- a/tests/test_generateimage_tag.py
+++ b/tests/test_generateimage_tag.py
@@ -14,25 +14,25 @@ def test_img_tag():
 
 
 def test_img_tag_attrs():
-    ttag = r"""{% generateimage 'testspec' from=img with alt="Hello" %}"""
+    ttag = r"""{% generateimage 'testspec' from=img -- alt="Hello" %}"""
     attrs = get_html_attrs(ttag)
     eq_(attrs.get('alt'), 'Hello')
 
 
 @raises(TemplateSyntaxError)
-def test_dangling_with():
-    ttag = r"""{% generateimage 'testspec' from=img with %}"""
+def test_dangling_html_attrs_delimiter():
+    ttag = r"""{% generateimage 'testspec' from=img -- %}"""
     render_tag(ttag)
 
 
 @raises(TemplateSyntaxError)
-def test_with_assignment():
+def test_html_attrs_assignment():
     """
     You can either use generateimage as an assigment tag or specify html attrs,
     but not both.
 
     """
-    ttag = r"""{% generateimage 'testspec' from=img with alt="Hello" as th %}"""
+    ttag = r"""{% generateimage 'testspec' from=img -- alt="Hello" as th %}"""
     render_tag(ttag)
 
 
@@ -41,7 +41,7 @@ def test_single_dimension_attr():
     If you only provide one of width or height, the other should not be added.
 
     """
-    ttag = r"""{% generateimage 'testspec' from=img with width="50" %}"""
+    ttag = r"""{% generateimage 'testspec' from=img -- width="50" %}"""
     attrs = get_html_attrs(ttag)
     assert_not_in('height', attrs)
 
diff --git a/tests/test_thumbnail_tag.py b/tests/test_thumbnail_tag.py
index 235bb1b..e31304a 100644
--- a/tests/test_thumbnail_tag.py
+++ b/tests/test_thumbnail_tag.py
@@ -14,14 +14,14 @@ def test_img_tag():
 
 
 def test_img_tag_attrs():
-    ttag = r"""{% thumbnail '100x100' img with alt="Hello" %}"""
+    ttag = r"""{% thumbnail '100x100' img -- alt="Hello" %}"""
     attrs = get_html_attrs(ttag)
     eq_(attrs.get('alt'), 'Hello')
 
 
 @raises(TemplateSyntaxError)
-def test_dangling_with():
-    ttag = r"""{% thumbnail '100x100' img with %}"""
+def test_dangling_html_attrs_delimiter():
+    ttag = r"""{% thumbnail '100x100' img -- %}"""
     render_tag(ttag)
 
 
@@ -38,13 +38,13 @@ def test_too_many_args():
 
 
 @raises(TemplateSyntaxError)
-def test_with_assignment():
+def test_html_attrs_assignment():
     """
     You can either use thumbnail as an assigment tag or specify html attrs,
     but not both.
 
     """
-    ttag = r"""{% thumbnail '100x100' img with alt="Hello" as th %}"""
+    ttag = r"""{% thumbnail '100x100' img -- alt="Hello" as th %}"""
     render_tag(ttag)