iTechGuides is reader-supported. When you buy through links on our site, we may earn an affiliate commission. As an Amazon Associate I earn from qualifying purchases. Learn more
NI’s rebranding initiative was announced on June 16, 2020, when National Instruments adopted “NI” as its public-facing name and introduced a new logo, visual identity, digital experience and “Engineer Ambitiously” campaign. Emerson did not lead that rebrand: it completed its acquisition of NI on October 11, 2023, creating a later ownership and integration milestone.
What was NI’s rebranding initiative?
On June 16, 2020, National Instruments announced that it would be known simply as NI. The identity update combined several elements rather than changing only the company name:
- A new NI logo and visual identity
- Enhanced digital experiences
- The “Engineer Ambitiously” campaign
- A renewed public emphasis on connecting people, ideas and technologies
NI said the initiative was intended to recognize engineers and enterprises working on difficult technical problems. In the launch announcement, the company described its purpose this way: “Now known simply as NI, the company is recommitting itself to connecting the bold people, ideas and technologies required to push our world forward.”
Free tools Windows power users keep installed
One-click scans. No signup required.
NI’s chief marketing officer, Carla Piñeyro Sublett, also said: “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.” Those statements describe NI’s positioning and intent; the announcement did not provide an independently measured campaign result.
#1 Best Overall
- Pro performance with great pre-amps - Achieve a brighter recording thanks to the high performing mic pre-amps of the Scarlett 3rd Gen. A switchable Air mode will add extra clarity to your acoustic instruments when recording with your Solo 3rd Gen
- Get the perfect guitar and vocal take with - With two high-headroom instrument inputs to plug in your guitar or bass so that they shine through. Capture your voice and instruments without any unwanted clipping or distortion thanks to our Gain Halos
- Studio quality recording for your music & podcasts - Achieve pro sounding recordings with Scarlett 3rd Gen’s high-performance converters enabling you to record and mix at up to 24-bit/192kHz. Your recordings will retain all of their sonic qualities
- Low-noise for crystal clear listening - 2 low-noise balanced outputs provide clean audio playback with 3rd Gen. Hear all the nuances of your tracks or music from Spotify, Apple & Amazon Music. Plug-in headphones for private listening in high-fidelity
- Everything in the box: Includes Pro Tools Intro+, Ableton Live Lite, Cubase LE, and Hitmaker Expansion: a suite of essential effects, powerful software instruments, and easy-to-use mastering tools
Why did National Instruments change its name to NI?
NI presented the shorter name as a clearer expression of its identity and its relationship with engineers. The company’s explanation focused on its role in connecting people, ideas and technologies and on celebrating engineering work, rather than on a disclosed cost-saving program or a change to its product strategy.
The timing also matters. NI’s trademark guidance dated January 23, 2020, already used “NI” to refer to National Instruments and its subsidiaries, business units and divisions. The June announcement therefore formalized a public-facing identity that was already present in the company’s mark-use framework.
Rank #2
- PIYONE Plug-and-Play USB C Audio Interface. Experience seamless connectivity with this class-compliant audio interface for Mac and PC. The modern audio interface USB C port handles both high-speed data transfer and bus power, eliminating bulky external power supplies. No drivers are required—simply plug into your laptop and start creating with this portable xlr audio interface.
- Studio-Grade 24-bit/192kHz Fidelity. Capture every nuance with professional resolution and a wide dynamic range. This 2 channel audio interface features high-performance converters that ensure crystal-clear, low-noise recordings. Whether you need an audio interface for PC or mobile, the Q28 delivers the high-fidelity sound required for professional music production.
- Elegant Design with Illuminated Control. Enhance your interface for recording music with signature fixed LED light rings on each gain knob. This premium aesthetic ensures easy visibility in dimly lit studios while adding a modern, professional look to your setup. It’s the perfect blend of style and function for your home recording audio interface.
- Versatile 2 Channel XLR USB Interface. Connect any source with maximum flexibility via two combo jacks. This 2 input audio interface is perfect for recording vocals with a condenser mic or using the Hi-Z input as a guitar interface for PC. With integrated 48V phantom power supply audio interface capabilities, it provides clean, ample gain for even the most demanding microphones.
- Zero-Latency Monitoring & 3.5mm Connectivity. This home recording audio interface is built for performance. The Direct Monitor feature allows for silent, zero-latency tracking, while the built-in 3.5mm headphone jack ensures compatibility with standard headsets without needing adapters. Powerful, portable, and ready to perform, it’s the ultimate xlr interface for laptop users and mobile creators.
There is no published figure in the launch materials for a 2020 rebranding budget, change in brand awareness or measured revenue impact. Emerson’s later $8.2 billion equity-value acquisition of NI is a transaction figure, not the cost of the rebrand.
Do these 3 things before closing this tab:
1Scan for outdated or missing drivers - takes under a minute2Clear out junk files and repair common Windows errors3Fix the driver behind crashes, sound loss and screen glitchesWhat did “Engineer Ambitiously” mean?
“Engineer Ambitiously” was the campaign expression attached to the 2020 identity. NI used it to celebrate engineers and organizations tackling demanding problems and to connect that work with the company’s stated purpose.
Rank #3
- ✔️[High-fidelity sound quality, accurate sampling] The Synido 2x2 audio interface uses a high-quality independent audio chip to reduce recording latency, support 24-bit depth and 48kHz sampling rate, and ensure every detail is restored. Whether it is recording or live broadcasting, it can provide a clear and natural sound quality experience
- ✔️[Three monitoring modes, easy to switch] The audio interface provides three monitoring modes to meet different needs. In Stereo mode, independent left and right channels present the original input (such as a microphone or instrument), which is suitable for accurate recording. Mix mode can mix input audio and computer audio in real-time, which is suitable for live broadcast or recording, and is easy to adjust instantly. USB mode only monitors computer audio, which is suitable for post-editing or audio processing. Whether it is recording, live broadcast, or post-production, the three modes can be easily switched to make audio creation more efficient and professional
- ✔️[User-friendly design] The audio interface is intuitively designed, and equipped with three independent control areas, and the XLR interface supports 6.35mm and XLR microphones, which are compatible with various devices. The green, orange, and red LED lights display the volume level, helping you to grasp the volume status at any time and avoid distortion. Supports easy switching between Line In and instrument input, adapts to different devices, reduces interference and distortion, and does not need to adjust gain frequently, improving efficiency
- ✔️[Professional 48V phantom power] Synido audio interface is equipped with 48V phantom power switch and supports 48V dynamic microphone with excellent noise reduction performance, provides a highly sensitive recording experience, accurately picks up sound, and effectively reduces noise interference, ensuring clear and stable sound quality output
- ✔️[Lightweight and portable, plug and play, create at any time] The USB audio interface weighs only 300g and measures 14 x 11.5x 4.5 cm. It is compact and portable and can be taken anywhere anytime. Equipped with a 3.5mm to 6.35mm adapter and a USB-C to USB-A data cable, you can easily use it by directly connecting to your mobile phone or computer
It should be read as a positioning idea, not as a technical specification or a guarantee of product performance. The available launch announcement explains the message and its intended audience but does not report a quantified campaign-effect study.
What changed in NI’s identity?
| Element | What NI announced in June 2020 | What the announcement establishes |
|---|---|---|
| Public name | National Instruments would be known simply as NI | A deliberate shortened corporate identity |
| Logo and visual system | A new logo and visual identity | A visible brand-design update |
| Digital experience | Enhanced digital experiences | Online customer touchpoints were part of the initiative |
| Campaign | “Engineer Ambitiously” | A communications platform celebrating engineering work |
| Stated purpose | Recommitment to connecting people, ideas and technologies | NI’s own strategic rationale, not an independently verified outcome |
Did Emerson rebrand NI after acquiring it?
No. The documented NI rebrand came first. Emerson announced completion of its NI acquisition on October 11, 2023, more than three years after NI’s identity announcement. The acquisition created a new corporate-ownership and organizational context; it was not the origin of the “NI” name, logo or “Engineer Ambitiously” initiative.
Rank #4
- 【Studio-Grade 24-Bit/192kHz Audio】 Experience superior sound clarity with high-fidelity conversion. Whether you're recording crystal-clear vocals, acoustic guitars, or podcasts, our 192kHz sample rate ensures every nuance is captured. Professional results for musicians and producers without the studio price tag.
- 【Zero-Latency Direct Monitoring】 Record with confidence. The intuitive "Direct Monitor" switch allows you to hear your performance in real-time without any distracting delay. USB-powered for ultimate portability—no wall outlet or complex driver setup required.
- 【XLR/Line Combo Inputs & +48V Phantom】 Connect anything from pro condenser mics to electric guitars. Features dual versatile inputs with independent gain control and LED Peak indicators to prevent clipping. The built-in 48V phantom power supports all professional studio microphones.
- 【Seamless Plug & Play Compatibility】 Works out of the box with Windows, macOS, and iOS/Android devices. Fully compatible with mainstream DAWs like Audacity, Ableton, and Pro Tools. Driver-free design means you can start creating in seconds—just plug into your USB port.
- 【Rugged Metal Build & Full Connectivity】 Built to last with a sturdy metal housing that shielding against interference. Includes dedicated headphone monitoring, stereo line-outs for studio monitors, and both USB-C/USB-A cables. Compact enough for your desktop or mobile recording rig.
Emerson described the transaction as an acquisition with an equity value of $8.2 billion. Its announcement placed NI within Emerson’s Test & Measurement business group. In a customer letter on the same date, Ritu Favre, president of Emerson’s Test & Measurement Business Group, wrote: “Your point-of-contact and engagement with us will remain unchanged, and we’re committed to keeping you informed and connected as we bring our companies together.” That is a statement about the transition at that time, not proof that every future customer contact or product label would remain unchanged indefinitely.
Quick wins for a faster PC:
Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Clear out junk files and repair common Windows errorsFree Scan →NI’s rebrand and Emerson’s ownership: a clear timeline
| Date | Event | Why it matters |
|---|---|---|
| January 23, 2020 | NI trademark guidance referred to “NI” as covering National Instruments and related entities. | The abbreviated identity was already defined in official mark-use guidance before the public launch. |
| June 16, 2020 | NI announced its updated identity, new logo, visual system, enhanced digital experiences and “Engineer Ambitiously” campaign. | This is the date of the rebranding initiative. |
| October 11, 2023 | Emerson completed its acquisition of NI. | NI entered a new ownership and organizational structure after the rebrand. |
| May 23, 2024 | Emerson referred to its Test and Measurement business as “formerly NI” while discussing NI-branded LabVIEW and TestStand and continued investment in them. | Emerson’s materials still used NI product names after the acquisition. |
| Current description | NI’s About page describes NI as part of Emerson’s Test & Measurement business group. | NI remains an identifiable product and business brand within Emerson’s portfolio. |
What is NI today?
NI’s current corporate description places it within Emerson’s Test & Measurement business group and continues to describe software-connected automated test and measurement systems. Emerson’s May 23, 2024 update likewise continued to use NI branding for products and software, including LabVIEW and TestStand.
Best Value
- Podcast, Record, Live Stream, This Portable Audio Interface Covers it All - USB sound card for Mac or PC delivers 48kHz audio resolution for pristine recording every time
- Be ready for anything with this versatile M-AUDIO interface - Record guitar, vocals or line input signals with two combo XLR / Line / Instrument Inputs with phantom power
- Everything you Demand from an Audio Interface for Fuss-Free Monitoring - 1/4" headphone output and stereo 1/4" outputs for total monitoring flexibility; USB/Direct switch for zero latency monitoring
- Get the best out of your Microphones - M-Track Duo’s transparent Crystal Preamps guarantee optimal sound from all your microphones including condenser mics
- The MPC Production Experience - Includes MPC Beats Software complete with the essential production tools from Akai Professional
That evidence supports a qualified continuity statement: NI remains a recognizable brand inside Emerson’s Test & Measurement organization. It does not establish that every historical website, label, reporting line or customer process has stayed identical since 2020.
Using the NI name and logo
NI’s trademark and logo guidelines caution against uses that imply sponsorship, affiliation or endorsement. Anyone publishing the logo or other NI marks should check the current official guidelines and permission requirements. Descriptive references such as “NI’s 2020 identity update” do not require reproducing the logo and avoid suggesting an affiliation that has not been established.
Bottom line: separate the 2020 identity update from the 2023 acquisition
NI’s “rebranding initiative” was a June 2020 decision by National Instruments to present itself as NI through a new visual system, digital experience and “Engineer Ambitiously” campaign. Emerson’s acquisition, completed on October 11, 2023, was a subsequent ownership change that placed NI in Emerson’s Test & Measurement business. Treating those as two separate milestones gives the accurate chronology and explains why NI branding continues to appear in Emerson’s product and business materials.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
