For 40 years, National Instruments has been a leader in test and measurement, fostering a devoted community of engineers that work to power the world’s most groundbreaking technologies and innovations. National Instruments needed to evolve their brand to reflect their business, which had shifted focus toward integrated hardware and software systems over individual products.
To continue to grow globally, the brand needed to speak to the needs of larger enterprises while remaining true to the community of passionate and brilliant engineers they’ve always served. To further modernize and globalize the brand, and to represent the company’s true breadth of offerings, we shifted the brand name to simply: NI.
Each component of the identity system reflects the balance between technical precision and human ingenuity at the heart of NI.
The elements work together through a modular system that allows the grid to flex depending on the message and content. In stark contrast to the category, the design language maintains an editorial feel, and photography plays a key role by featuring the people, partners and impact of the innovations powered by NI, not just the products.