Native Instruments new brand identity
Comments
-
I think the general theory is KK development is being held back because NI have plans for a new line of keyboards and obviously that will require a new version of KK, hopefully with all of the improvements we have all been asking for. Certainly the recent addition of Poly and Channel Aftertouch tags to Komplete Kontrol and Maschine is a clue, as well as the fact that they are selling off the current keyboards.
5 -
I'm all for assessing a brand and updating over time - I actively encourage my teams to design and build their identities (I'm in marketing).
I first saw this on the emails from the forum, and it looks horrid on screens that use darkmode, so chosing a black font on a white background for your standard logo - I'm not so sure that works. The white box around it looks a little forced.
I'm not actually keen on it now, but as with all rebrands, time may change that. However, for a forward looing company, a fontface from the 80s doesn't speak to core company goals, in my opinion.
Sorry to be another of the bad guys, but we should only be honest with these things.
5 -
Novation has been working on Launchpad app (for iOS) and Ampify Studio (for desktop) and integration should be thight. Also Launch controllers are well integrated with Ableton and lately with Logic (macOS and let’s hope also for the iPad version sooner or later)
0 -
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.
1 -
@Vagus "I'm all for assessing a brand and updating over time - I actively encourage my teams to design and build their identities (I'm in marketing)."
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.
Sorry to be another of the bad guys, but we should only be honest with these things.
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.
1 -
Did something for fun - mind you, I'm not a professional 😋
Font is called "Mattone" and entirely free & open source: https://www.collletttivo.it/
Only downside is that it only has one weight...
2 -
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.
1 -
It's probably time to update a little, although I'm not sure what difference it makes. When I go looking for a new guitar, I'm not looking at Fender's logo while I'm listening to how my potential new Strat sounds. Just stayin.'
But if I could change anything, it would be that R. It should either be solid like the other letters (not jagged), or loose and modern like the new logo.
1 -
I don’t care much for it
0 -
I like the old icon/logo very much - this convex/concave shape is a twist to me and makes it recognisable.
The new AI logo - umm sorry, is so less iconic, looks like a worm, just line elements or simplified text. And the new font for KOMPLETE/KONTAKT is too much off for me (look at the 'K', 'R').
Who knows: Are you going to change the name soon to Artificial Instruments ? 😉
Anyway, I like you for the Awesome Instruments you create - this counts most.
😀
(I wish there had been a logo competition)
1 -
It's probably time to update a little, although I'm not sure what difference it makes. When I go looking for a new guitar, I'm not looking at Fender's logo while I'm listening to how my potential new Strat sounds. Just stayin.'
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.
But if I could change anything, it would be that R. It should either be solid like the other letters (not jagged), or loose and modern like the new logo.
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! 😄
0 -
I like the old icon/logo very much - this convex/concave shape is a twist to me and makes it recognisable.
The new AI logo - umm sorry, is so less iconic, looks like a worm, just line elements or simplified text. And the new font for Banner/KOMPLETE/KONTAKT is too much off for me (look at the 'K', 'R', '|\/|')
Who knows: Are you going to change the name soon to Artificial Instruments ? 😉
Anyway, I like you for the Awesome Instruments you create - this counts most.
😀
(I wish there had been a logo competition)
2 -
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.
2 -
I wouldn't want to be in the designer's shoes and read this discussion. I believe you should inform him/her that many of the comments are influenced by customer frustration regarding the current state of Maschine.
0
Categories
- All Categories
- 19 Welcome
- 1.3K Hangout
- 59 NI News
- 674 Tech Talks
- 3.5K Native Access
- 14.9K Komplete
- 1.8K Komplete General
- 3.9K Komplete Kontrol
- 5.1K Kontakt
- 1.5K Reaktor
- 347 Battery 4
- 773 Guitar Rig & FX
- 399 Massive X & Synths
- 1.1K Other Software & Hardware
- 5K Maschine
- 6.6K Traktor
- 6.6K Traktor Software & Hardware
- Check out everything you can do
- Create an account
- See member benefits
- Answer questions
- Ask the community
- See product news
- Connect with creators