National Instruments is rebranding, renaming itself simply NI — as it has long been known — and adopting the tag line “Engineer Ambitiously™,” reflecting a campaign to recognize the contributions of engineers to society.

In a letter on the company’s website, Eric Starkloff, NI’s president and CEO, wrote, “We have a new look that reflects our people-first mindset and commitment to making a positive impact on humanity.”

Explaining the move to change the name, Shelley Gretlein, NI’s VP of global marketing, said the words “national” and “instruments” no longer reflect a company serving a global market and providing more than instruments.

Carla Piñeyro Sublett, NI’s chief marketing officer, 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.”

To share the stories of engineers whose work reflect a commitment to ambitious accomplishments, NI is launching Perspectives, a web portal to share their work and how NI’s equipment and software is helping to enable it. NI is inviting engineers to submit their stories and will publish one each week for the next 100 weeks.

Behind NI’s rebranding is a shift from being product oriented — test and measurement instruments and LabView — to software-defined test systems focusing on applications such as semiconductors, automotive, aerospace and defense.

NI would likely have announced the new identity at its annual NI Week conference, planned for May but cancelled by the pandemic. So it shifted to a virtual roll-out today, including testimonials from several of NI’s customers, including Ad Astra, RFHIC and Medtronics.

Microwave Journal had the opportunity to do an online executive interview with Ritu Favre, SVP and GM of Semiconductor Business at NI. Here is a link to that interview discussing the new brand and semiconductor test business.