National Instruments rebrands as NI with call to "Engineer Ambitiously"

16 June 2020

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Software-centric, computer-based T&M company, NI has introduced its new name & visual identity, debuting a global brand campaign centred around celebrating the contributions of engineers to society.

Founded as National Instruments in 1976, NI's measurement & control software (including its flagship LabVIEW platform) and modular, computer-based hardware platforms (including PXI & CompactRIO) have been a disruptive influence on test & measurement for more than four decades. Now, National Instruments unveiled an updated brand identity, including a new logo, visual identity, enhanced digital experiences and a brand campaign recognising and celebrating the contributions of the engineers and enterprises who “Engineer Ambitiously” every day.

Now known simply as NI, the company is recommitting itself to connecting the bold people, ideas and technologies required to push our world forward. And to share the stories of those who aim higher and go bigger, NI has launched Perspectives (www.ni.com/perspectives/), a new experience debuting with a message from NI President & CEO (Chief Executive Officer), Eric Starkloff (www.ni.com/en-gb/perspectives/a-letter-from-eric-starkloff).   

At the heart of NI is our commitment to empowering engineers as they work to solve the problems of today, tomorrow and the next 100 years,” said Carla Piñeyro Sublett, CMO (Chief Marketing Officer) at NI. “Our customers are making their mark on the world. They inspire us all with feats of brilliance and innovations that will impact this planet and beyond. And our updated brand identity reflects their story and is a reminder and celebration of their contributions to society and of their unwavering ability to engineer the extraordinary.” 

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For more than four decades, NI has partnered with the talented engineers and enterprises using its test and measurement technologies to solve the world’s most pressing challenges. From data and automation to research and validation, NI’s software-connected approach is helping its customers test new innovations quicker, more reliably and more safely. NI is modernising the test and measurement industry by coupling its rich software heritage with new cloud and machine learning capabilities to help customers rapidly create what’s next. 

We’re developing advanced plasma rocket propulsion technologies that will enable a variety of commercial, cislunar and deep-space applications,” said Dr Franklin Chang-Diaz, CEO & President of Ad Astra and a member of the NASA Astronaut Hall of Fame. “NI is a critical technology partner that’s been by our side throughout this journey, one that will redefine space travel for generations to come. Its test and measurement technologies enable us to focus on what we do best – preparing for mankind’s next giant leap.”    

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The stories of today’s engineers and global unveiling of NI’s new brand identity can be viewed at: www.ni.com/en-gb/events/livestream or via YouTube at: https://youtu.be/mVcSesUjdo0


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