Native Instruments new brand identity

With all due respect but I'm not feeling any vibes from this. Instead I'm getting the uncanning idea that some "promotor" got the best of you guys and sold you a lot of "whoo ha" and you went along with it.

The new NI logo I'm looking at right now in the upper left corner? Sorry to say, really, but it's forgettable. It doesn't stand out to me at all, in fact.. I can't help wonder who ever thought this to be a good idea?

The old logo was clear and simple: NI, and everyone within the music industry has a good idea what that could stand for. But now... true story: I just send it to my gf over WhatsApp, she's not as much involved with audio as I am but she's perfectly aware of my Maschine and some of the brands I work with (Ableton, NI (duh!) she even recognizes names like Max and Reaktor).

I'll just copy / paste our interaction without names but with permission:

(after receiving just the logo with "look at this!")

"Whats that supposed to be?"

"Doesn't this ring any bells? Some audio companies are re-doing their style"

"ok.. but no. what is this?"

"something with an N?"

"messed up N that but, I see an N?"

"You're getting close. I'll give you a hint: Action Strikes"

"Yussss, taiko tension! We should play some together next weekend! ^.^ but I still don't get it"

"wait! u said companies... u mean that company behind ur drumpad or so?"

"now I see, is that supposed to be NI or so? srsly?! it looks confusing!"

Yah, like I said with all due respect but I don't think this is an improvement. Eventually people will catch up I suppose but I personally predict that many will also completely overlook the obvious. Seriously: if I hadn't found this thread I honestly wouldn't have recognized the new logo "just like that" either. When I started this post I was already on the forum for 5 or so minutes (I recall because I'm downloading the latest Live update (new instrument, exciting!!)) but I hadn't noticed the new logo yet, I completely glossed over it.

So if you would have pasted me this logo before I read this thread I most likely wouldn't have recognized NI in there either. I mean, it doesn't even use the same color style anymore and I have to agree with my gf (though I am obviously biased 💕), but you could also easily see just an N in there.

Do with that as you will, but I don't think this will do well for brand recognition.

For the record: I don't dislike the new style, but I also don't consider it an improvement, simply because it doesn't stand out anymore.

Me too, and I'm an IT manager. You always have to build your brand and then defend it from bad things. And yes, occasionally you will need to update/refresh the brandage over time.

It does not make you a "bad guy" if you don't like something, ESPECIALLY since we were asked for our opinions.

The good news is that this is just iconography that "AI" messed up. It's not like they are eliminating a product (yet). The bad news is the same as it always is with this company. We are never asked for our input until AFTER it's too late for them to make any changes to their decision. The factories are probably already pressing and silk-screening "AI" into new Maschine and Komplete Kontrol chassis, to be delivered in October or November.

I'm sorry but that font looks like someone took a serious font, squashed it and then sprinkled some comic sans on top just to be sPeCiAL.

I don’t care much for it

My last Strat wasn't even a Fender. It was a partscaster, partly because it was gorgeous. I still need to find a good luthier who can fix the internals for the whammybar. And maybe put a locking thingie on at the nut.

I've been having some fun with that R earlier in the thread. By the way, he's not an R and his name is Peter.

Come on in, the water is warm and there's room for a lot more humor! 😄

To be honest, I'm quite disappointed with the new logo and font. Most of all, it seems like a regression in the overall design level. It doesn't look neither cool, stylish or elegant. Just a bit (a lot) outdated. If it ain't broke don't try to fix it.

Compared to how well-executed the graphic design is on e.g. the Play Series instruments, how can anyone at NI vouch for this new design without feeling a bit embarrassed?

I know it may sound a bit harsh, but you asked what we thought, and I'm really puzzled by your choices.