National Instruments unveils new brand identity, outlines plans for MY

Software company National Instruments (NI) has unveiled its new brand identity including a new logo, visual identity, enhanced digital experiences and a brand campaign aimed at recognising and celebrating the contributions of the engineers and enterprises. NI launched its APAC hub in Penang 10 years ago.

In a statement to A+M, Rajesh Purushothaman, VP of APAC manufacturing and managing director of NI Malaysia, said the company has been reinventing the way it does business, from changing its operating model to reorganising roles, with the aim to become more customer-centric and set the stage for growth.

The new logo (pictured left) is the initials of NI in small letters, a vast difference from carrying the company’s full name (pictured right) previously.

Besides shortening its name to NI and changing its look to effectively reflect its people-first mindset and commitment to making a positive impact on humanity, the company today is passionate about enabling the realisation of world-changing ideas with its software-connected approach. “From semiconductor to aerospace, automotive to medical, NI is always striving to improve a design, a solution, or an outcome by partnering with engineers and enterprises to use our test and measurement technologies and ensuring innovations can be tested quicker, more reliably and more safely,” Purushothaman added.

According to Purushothaman, the “Engineer Ambitiously” campaign aims to recognise and celebrate the contributions of the engineers and enterprises that are making great impact on everyone’s lives by working relentlessly to solve problems of today and tomorrow. The campaign features stories of engineers all around the world and the impact they have on everyone’s lives.

https://www.facebook.com/watch/?v=347629109534337

A shift in strategy

NI will be shifting its strategy to 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 is next. Purushothaman told A+M that NI recently celebrated its 10th year in Malaysia, and will focus on key areas such as R&D and 5G manufacturing. With the region being home to some of the fastest-growing digital economies, amidst calls for Industry 4.0 adoption, as well as rolling out of 5G, he said NI is well-positioned to support the digital agendas across the region.

“Additionally, we are committed to advancing STEM education in the next generation of Malaysians. With the launch of the National Technology and Innovation Sandbox to stimulate Malaysia’s economic recovery, focus on STEM education will be crucial to driving innovation and creativity growth. NI is already a partner to many universities and agencies where we provide STEM programmes including robotics, so we are excited to deepen our impact on the local communities,” he added.

Meanwhile, Carla Piñeyro Sublett, CMO at NI said: “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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