National Instruments today announced an updated brand identity including a new logo, visual identity, enhanced digital experiences and a brand campaign celebrating engineers and engineering firms that “Engineer Ambitiously.” The company is now known simply as NI. One reason: NI vice president of global marketing Shelley Gretlein said the word “National” in the company name was “confusing.”

“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 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.”

NI said for more than four decades, it has partnered with the talented engineers and enterprises using its test and measurement technologies to solve the world’s most pressing challenges. NI says its software-connected approach is helping its customers test new innovations quicker, more reliably and more safely. NI says it is modernizing 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.

Said Dr. Franklin Chang-Diaz, CEO and 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.”