NI_StyleGuide_Final 2019

NI Style Guide and Brand Manual | 1

GLOBAL CREATIVE GROUP 2019

NI Style Guide

and Brand Manual

nitalk.jiveon.com/groups/corporate-design-group

“Products are made

in the factory, but

brands are created

in the mind.”

–Walter Landor


Welcome to the NI Style Guide

and Brand Manual Revised in 2018

NI is a technology pioneer and industry leader that delivers today’s most

advanced technologies for test, control, and design. Engineers and scientists

in hundreds of industries use flexible, high-performance NI products to create

reliable, user-defined systems. Our well-respected brand is one of our most

valuable assets. It embodies all that we stand for, conveys the beliefs and

principles upon which we operate, and serves as our introduction in any forum.

This manual contains guidelines, rules, and examples for upholding the brand.

It gives you the tools to ensure consistency in both message and design so

you can effectively communicate the NI brand in all printed and online media.

The Marketing department can provide expert assistance on brand

applications requiring further detail. If you have questions regarding the use

of the NI identity that are not addressed within this document, contact

creative.project.management@ni.com.

Thank you for your cooperation.

Table of Contents

NI’s Mission, Story, and Corporate Narrative.......................................................................... 4

What is a Brand and Who “Owns” It?...................................................................................... 7

Message and Tone.................................................................................................................... 8

Brand Architecture.................................................................................................................... 9

The Corporate Logo............................................................................................................... 10

The Eagle Icon.........................................................................................................................12

LabVIEW Logo........................................................................................................................ 13

Co-Branding Logo Usage........................................................................................................ 20

Alliance Partner Network Branding........................................................................................ 25

Merger and Acquisition Branding........................................................................................... 27

Corporate Color Palettes......................................................................................................... 20

Corporate Typeface................................................................................................................. 28

Localization Typography.......................................................................................................... 30

PowerPoint Style Guide.......................................................................................................... 31

Photography Style Guide........................................................................................................ 37

Video Style Guide................................................................................................................... 49

ni.com Style Guide.................................................................................................................. 57

Social Media Style Guide........................................................................................................ 66

Writing and Editing............................ ...................................................................................... 70

Corporate Communications.................................................................................................... 71

Trademarks and Product Naming............................................................................................ 74

Legal Checklist........................................................................................................................ 75

Contacts and Resources......................................................................................................... 76


NI’s Mission, Story, and Corporate Narrative

Our Mission

NI equips engineers and scientists with systems that accelerate productivity,

innovation, and discovery.

For 40 years, NI has been a catalyst in accelerating engineering innovation to

meet engineering challenges of all kinds. We’ve pioneered a software-based

approach to test, measurement, and control that has enabled our customers

to build systems to meet the unique requirements of their applications. And

we’ve been on the leading edge of technologies like graphical software,

modular hardware standards, and FPGAs. Our mission is to leverage the

advancements in these technologies and deliver them to engineers and

scientists in a way that accelerates their development of test, measurement,

and control systems.

Our Story: The Platform That Accelerates Engineering

NI empowers engineers and scientists with a software-centric platform

that incorporates modular hardware and an expansive ecosystem. This

proven approach puts users firmly in control of defining what they

need to accelerate their system design within test, measurement, and

control. NI’s solution helps build high-performance systems that exceed

requirements, quickly adapt to change, and ultimately improve the world.


Corporate Narrative Imagery Usage

Corporate Narrative

The corporate narrative is the story of NI—a streamlined

explanation of NI’s history of innovation and its bright future

of empowering engineering success. It is important that

each of us presents NI in a consistent manner whether

we’re speaking to customers, partners, prospects,

vendors, analysts, or anyone in our NI community.

As such, we have developed a series of images to be

used with any corporate narrative-related collateral in the

following segments:

■■

■■

■■

■■

■■

■■

Automated Test

››

Semiconductor Test

››

Aerospace and Defense

››

Automotive

Data Acquisition

Software/LabVIEW

5G Wireless

Embedded Control and Monitoring

Academic

Guiding Principles

Company narrative imagery requires GCG approval.

DO USE IN

■■

■■

■■

■■

■■

■■

■■

■■

■■

■■

High-level company, campaign, and industry or

segment assets

ni.com features

Social media profiles

Signage for corporate and branch events/trade shows

NIWeek/NIDays

PowerPoint slides

Situations targeting one industry

Situations describing our software-centric approach

Print collateral done in-house with GCG, Double Digit,

or TA (covers for solution brochures, covers, postcards)

DM email headers

DO NOT USE IN

■■

Small visual areas

■■

Digital banner ads

■■

ni.com core blocks

■■

Thumbnails for press

■■

Inside front cover imagery

■■

Situations targeting audiences from multiple industries

unless more than one image can be used

Use Case Examples

■■

■■

■■

■■

Don’t use the automotive image on the cover of a PXI

brochure when there’s space for only one image.

Don’t use in a digital banner ad. However, you do use

the company narrative image without the code.

Do use a rotation of company narrative images on the

LabVIEW NXG launcher screens to represent multiple

industries.

Use caution when targeting a very specific application

area. You may want to consider product, lifestyle, or

case study imagery. Company narrative images could

alienate prospects and customers.

Additional Resources

■■

NI Brand/Company Narrative Resources

Global Events Style Guide

See this guide for how to apply the

company narrative to event graphics.

2018 Print and Digital Collateral

Guide and Templates

See this guide for how to apply the

company narrative to print and digital

collateral.


Corporate Narrative Graphics

What code is being used?

Each image uses a mix of code to demonstrate that NI’s open software-centric platform

is at the heart of many of today’s most cutting-edge technologies. Each graphic includes

LabVIEW 2017, LabVIEW NXG, Python, TestStand, C#, C, and/or The MathWorks, Inc.

MATLAB® code.

What’s the blue loop?

The loop’s color not only represents the blue that’s synonymous with NI as a company

but also visually illustrates an even deeper dive into our software-centric platform with

the muted lines of code and block diagrams seen in the background. The While Loop

around the blue overlay is a symbolic and well-known visual used in the LabVIEW

software interface, one of NI’s core product brands. GCG has produced multiple versions

of the blue loop code to use with different software products.


What is a Brand and Who “Owns” It?

The NI Reputation

A brand, in its simplest form, is a promise of

consistency. It comprises two core components:

identity and reputation. Our identity is documented

in the pages of this style guide; our reputation is

summarized below.

Who we are—trusted adviser

How we act—visionary, innovative, responsive,

and approachable

Who Owns the NI Brand?

I do. You do. Our customers do. We must embody

the NI brand in words and in actions—in everything

we do every day. Because the brand is the most

visible extension of NI, every communication our

company makes either strengthens or weakens it.

Building a consistent and cohesive global brand

grows our market share and strengthens the appeal

of our products and services.

The 5 Metrics of a Strong Brand

The brand—as idea, promise, and experience—must

fulfill five standards:

1. It must be relevant—It must address a real or

projected need in the marketplace.

2. It must be deliverable—The company must have

the infrastructure, assets, and intellectual capital to

fulfill the promise and deliver value.

The definition of a corporate reputation is what a

company is known for. The implication is that it is not

about how the company views itself but how others

view the company. The NI reputation is that of a

trusted adviser to engineers and scientists. We live

up to this reputation by having a visionary approach

to solving complex engineering applications through

innovative software and hardware products. We are

also known for being approachable and responsive

in all our personal interactions, both internally with

our peers and externally with our key stakeholders:

customers, employees, partners, and shareholders.

3. It must be credible—The company behind the

promise must be perceived as capable of delivering it.

4. It must be differentiating—It must possess

some quality that distinguishes it from all other

competitively relevant brands.

5. It must be both inspired and inspiring—It must

motivate interest, action, and enthusiasm among

associates, shareholders, customers, suppliers,

and partners.


Message and Tone

Guidelines

The following guidelines and suggestions can

help you send the right message and create the

right tone to best communicate NI and its brand

promise. Getting the message and tone right will

be the measure between the success and failure of

each communication.

Audiences must understand the benefits—the points

of differentiation—that come from working with NI

versus working with the competition. Above all, you

should strive to use the points of differentiation that

uniquely position NI in the hearts and minds of our

customers, partners, and other key stakeholders.

Be impactful. Find arresting images to capture the

readers’ attention immediately. Stock photography

sites can be used if needed and if approved by the

studio manager (image.assistance@ni.com). Also

check for new NI images using our branded resources

system located at niweb.natinst.com/cdg.

Be confident. Our message should be

understated and subtle instead of boastful. Our

voice is one of partner instead of seller. This is not

about making claims; it’s about who we are.

Be informative. A lot of NI marketing content is

technical and designed to teach a reader how to

complete a task with an NI product or system. Use

second-person teaching tone to gain the reader’s

trust and communicate complex concepts quickly and

clearly.

Be clean and crisp. Use elegant and simple but

effective communication. Visually and verbally,

less is more.

Be conversational. The message should speak with

people instead of talk at them.

Be respectful and nonpromotional. Engage

the reader by speaking in a common language. No

chest beating or competitor bashing. Avoid jargon.

Be global. NI is a global company. Do not use

metaphors or sports analogies. Consider translations

and image selection with a worldview in mind.

Be sensitive. Not all cultures share the same values.

For example, subtle humor is a wonderful tool to use,

but humor “here” isn’t necessarily humor “there.”

Also consider facial expressions and body language

in the images you select.

Be sure. Test the visual and verbal content with the

audience to be sure you are communicating what

you want to communicate.

Obtain approval. All ads, literature, web pages, domain

names, and other external marketing communication

materials must be reviewed and approved by

Marketing at corporateapproval@ni.com.

Be benefit-focused. How does this product or

service enhance people’s lives? Talk about the benefit.


Brand Architecture

NI is a Branded House—we have a common vision and a strong positive brand equity that are

the basis for all our messaging.

The term “brand architecture” is simply a way of

clarifying how a company’s brands relate to each

other in the marketplace. There are two approaches:

“Branded House” and “House of Brands.” With

products and services featuring similar values,

it’s common to use a Branded House approach.

Branded House Architecture

The Branded House architecture uses a single master

brand to span a series of offerings that may operate

with descriptive subnames. The sub-brands often

add clarity and further definition to the offering.

Corporations like Boeing and IBM that seek to be

the leader in entire markets and categories through

a single highly relevant and highly leveraged master

brand typically use the Branded House structure.

House of Brands Architecture

At the other end of the spectrum, the House

of Brands architecture characterizes a group of

stand-alone brands. Here, each brand operates

independently to maximize its market share and

financial return. In such an approach, the belief

is that the sum performance of the range of

independent brands is greater than if they are

managed under the banner of a single master brand.

Examples of House of Brands companies include

General Motors, Viacom, and Procter & Gamble.


The Corporate Logo

The NI corporate logo is the single most important mark representing the company.

Using the logo consistently in everything we do is critical to ensuring that we

retain our rights to use this mark. Our goal is to build value and gain market impact

through the recognition of our logo, which is our primary visual identity element.

We have registered our mark through the US Patent and Trademark Office for its

precise, consistent visual appearance. Please use it as it is here. Do not alter it

in any way, shape, or form.

Clearspace Requirements

Apply sufficient clearspace around the NI logo. Keep open space of at least half

its height above and below the logo. Additionally, maintain free space to the left

and right at least as wide as the logo’s height. This clearspace sets off the NI logo

and gives prominence to our name. Any text that appears under the logo should

align with the left edge of the ”I“ in Instruments, and be minimal in size. It should

not compete with the logo or crowd it.

Minimum Size

To ensure legibility, NI logos must meet the following size requirements:

Print: Minimum acceptable size is 0.847 in. x 0.5 in.

Digital: Minimum acceptable size is 52 px x 33 px

Preferred Two-Color Logo

Acceptable One-Color White Logo

.5 X

Acceptable Black Logo

The Eagle Icon alone

is permitted in rare

instances, but every use

requires GCG approval.

1 X

.5 X

Align text here

A logo with your team/project

name is permitted, but every

use requires GCG approval.

Trademark Registration

28862_AV_Ad_Ltr.indd 1

©2017 National Instruments. All rights reserved. National Instruments, NI, and ni.com are trademarks of National Instruments. Other product and company names listed are trademarks or trade names of their respective companies. 28862

5/31/17 9:01 AM


Use the NI Corporate Logo Selectively

Products, brochures, web pages, advertising, presentations, specialty items,

email signatures, direct mail, newsletters, videos, posters, and facility and

trade show signage are the only objects that need to feature the logo. No other

application requires use of the logo. Anytime it is used, it should be considered

a “product” that represents our company.

Therefore, you should be very careful in how you display the logo. Be sure

that whatever “product” you use carrying the NI logo—be it a PowerPoint

presentation, a fax to a potential customer, or a shirt you’re wearing at a

conference or trade show—displays the image proudly and consistently.

WHAT DRIVES

AUTONOMOUS VEHICLES

IS WHAT DRIVES US

NI Solutions:

Semiconductor Test

As an automotive engineer, you have a lot riding on your ability to confidently

and efficiently navigate the future of smart, self-driving vehicles. But testing

these vehicles is simply too complex, costly, and time consuming for today’s

traditional methods. With the flexibility of an open, software-centric platform,

the widest breadth of I/O, and system-wide synchronization, NI is the only

vendor to provide an end-to-end solution to fully simulate and test today’s

driver-assisted technologies and tomorrow’s fully autonomous vehicles.

The road to autonomy is paved with smarter test.

Visit ni.com/automotive to see how.


The Eagle Icon

In some instances, usage of the Eagle Icon alone is permitted. But, due to the low

awareness of our icon alone, we must heavily police the usage of it to make sure

our brand is being properly represented. So any use of the Eagle Icon must follow all

logo guidelines from the previous pages and be approved by GCG prior to using it.

External Uses

The Eagle Icon may be used alone only when the words “National Instruments”

are in plain sight of the eagle. The only exception to this is in NI software UIs.

Examples include trade show booth displays and social medial profile images.

Internal Use

The Eagle Icon may be used alone in facilities-related graphics on NI campuses.

Examples include the basketball court and room plates.

DO NOT USE THE EAGLE ALONE ON ANY EXTERNAL-FACING

COMMUNICATION, GRAPHIC, OR PRODUCT.

NI’s brand presence is not strong enough to simply show a mark without the

company name. By showing only the eagle without the company name, we miss

an opportunity to grow awareness of our brand and limit opportunities for recall.


.25 X

1 X

.25 X

No copy should be within 1/4 of the height

of the Eagle Icon on all sides.


The LabVIEW Product Logo

LabVIEW software is our core product brand. It’s important to ensure that LabVIEW

is marketed under the NI corporate umbrella. Use the LabVIEW name and mark

selectively, and when you use it, the LabVIEW logo must always appear in

conjunction with NI, either in text or accompanied by the NI corporate logo.

For most use cases, the two-color primary LabVIEW logo is the preferred logo. It

should always be the first option considered. Please ensure that the yellow triangle,

adder symbol or plus sign, and the gray text are clearly legible and sufficiently

contrast with the background so you can see them.

When the primary logo is not appropriate, for instance, when you need more

contrast between the logo and the background or you require one color, please use

the alternate versions.

2017 Logo Redesign

We redesigned our LabVIEW brand using our core visual assets: the triangle

and adder symbol or plus sign. These legacy elements can be traced back to

the original LabVIEW 1.0 release in 1986. They continue to be the foundational

elements that make our brand immediately recognizable.

Trademarks and Logo Requests

This is a friendly legal reminder that these graphics are proprietary and protected

under intellectual property laws. Requests for use of the corporate logos can be

submitted at ni.com/partnermarketingrequests. To see the complete list of NI

trademarks, visit ni.com/legal/trademarks.

Primary Logo

Use these alternate color versions if size, background, or printing demands prohibit use of the primary logo.

Secondary Logo if horizontal is required

Use these alternate color versions if size, background, or printing demands prohibit use of the primary logo.


LabVIEW Logo Guidelines, continued

Do

■■

■■

■■

■■

■■

Market LabVIEW in conjunction with NI, either in text or accompanied by the NI

corporate logo

Apply sufficient clearspace around the logos; keep open space of at least half their

height above and below the logos and space equal to their height on the left and right of

the logos

Follow minimum size requirements to ensure the logos are legible

Display logos on a solid color background or simple background for clear legibility

Write LabVIEW as a single word; maintain title case for “Lab” and capitalize “VIEW”

Do Not

■■

■■

■■

■■

■■

■■

Use any obsolete logos (remove all instances)

Use these logos to externally market LabVIEW without approval from

logopermissionrequests@ni.com

Modify, alternate, rotate, stretch, or remove any elements of the logos

Add tagline or text under logos

Present the brand assets in a way that makes them the most prominent or distinctive

feature of what you’re creating

Use the LabVIEW software portfolio icons on anything; they are reserved for NI inproduct

use only

Minimum Size

Take care to maintain the integrity of all elements. All logo type and any trademark

notations must be readable; in no case should the logo appear at such a small size that

these conditions are not met.

Print: Minimum acceptable size is 1.25 in. or 31.75 mm wide

Digital: Minimum acceptable size is 140 px wide


.5x .5x

1x

1x

.5x .5x

.5x .5x

1x

1x

.5x .5x

Primary Logo Colors

LabVIEW Yellow

PMS 108C

R 255, G 219, B 0

HEX FFDBOO

C 0 M 10 Y 100 K 0

Font Color

PMS 7540C

R 77 G 77 B 79

HEX 4D4D4F

C 0 M 0 Y 0 K 85


Powered by LabVIEW Logo Guidelines

The Powered by LabVIEW logo is for use with NI-endorsed systems and products that incorporate

LabVIEW. This logo instantly tells your customers that LabVIEW technology is a critical component

used to create the products and services you provide. It is reserved for active Alliance Partners in

good standing, as governed by the NI Partner Marketing team, when they refer to a system, solution,

or service for which LabVIEW is the core software component.

Usage Guidelines

The new Powered by LabVIEW logo is replacing the LabVIEW or LabVIEW NXG logos in thirdparty

marketing. Use when referring to a system, solution, or service such as a PXI solution,

integration expertise, or hourly consulting.

Primary Logo

Preferred Primary Logo

Secondary Logo

Use these alternate color versions if size, background, or printing demands

prohibit use of the primary logo.


Powered by LabVIEW Logo Guidelines, continued

Do

■■

■■

■■

■■

Market LabVIEW in conjunction with NI, either in text or accompanied by the NI

corporate logo

Apply sufficient clearspace around the logos

Follow minimum size requirements to ensure the logos are legible

Display logos on a solid color background or simple background for clear legibility

■■

Use Alliance Partner boilerplate messaging on page 19


x

x

x

x

Do Not

■■

Use any obsolete logos (remove all instances)

■■

Use these logos without approval from logopermissionrequests@ni.com

■■

Use in conjunction with any other LabVIEW logo

■■

Modify, alternate, rotate, stretch, or remove any elements of the logos

■■

Do not translate the logo into any other language

■■

Add a tagline or text under logos

■■

■■

Use these logos to represent your company as a whole, an individual person, or

a company’s relationship as an NI Alliance or Specialty Partner

Use these graphics as part of your own product, business, or service name

Primary Logo Colors

x

Minimum Size

Take care to maintain the integrity of all elements. All logo type and any trademark

notations must be readable; in no case should the logo appear at such a small size

that these conditions are not met.

Print: Minimum acceptable size is .75 in. or 20 mm wide

Digital: Minimum acceptable size is 80 px wide

LabVIEW Yellow

PMS 108C

R 255, G 219, B 0

HEX FFDBOO

C 0 M 10 Y 100 K 0

Font Color

PMS 7540C

R 77 G 77 B 79

HEX 4D4D4F

C 0 M 0 Y 0 K 85


In-Product LabVIEW Logos

These are not meant for external usage. LabVIEW is the default product logo and

should be applied in all use cases, unless differentiation between LabVIEW NXG

and LabVIEW 2017 is absolutely necessary.

Accepted Variations

DO:

■■

Use on in-product splash, launch, and about screens

■■

Use on packaging

DO NOT:

■■

Use in marketing collateral

■■

Use the logo as text

■■

Use the beta logo anywhere except in the product

■■

Create a vertical version of these logos

When you need a text-based solution, use the following lockup:

The Next Generation of

Respect and Protect the NI and LabVIEW Logos

Incorrect Logo Treatments

To maintain consistent brand recognition

and familiarity, the NI, LabVIEW, LabVIEW

Tools Network, and Alliance Partner logos

must not be altered in any way, shape, or

form. Refer to the examples provided here

for logo treatments to avoid.

Do Not Use Obsolete Logos

Remove all instances from third-party

marketing and Alliance Partner assets.

Delete all versions of incorrect files.

Do Not

■

Use any obsolete logos (all instances

should be removed)

■

Use these logos to externally market

LabVIEW without approval from

logopermissionrequests@ni.com

■

Modify, alternate, rotate, stretch, or

remove any elements of the logos

■

Add a tagline or text under logos

■

Use the LabVIEW software icons on

anything; they are reserved for NI inproduct

use only

■

Present the brand assets in a way that

makes them the most prominent or

distinctive feature of what you’re creating

Obsolete Logos


Software Portfolio Sub-Brands

NI’s unified collection of software products consists of development environments

and application software. To drive visual and brand consistency, we established a

simple, color-based visual system that is adaptable and scalable to enhance the

customer experience from point of purchase to product entry.


Corporate Color Palette

Core Colors

Color plays an important role in corporate identity. It can evoke emotion, express

personality, stimulate brand association, and unify an identity. A consistent and

carefully selected color palette is necessary to build a recognized corporate

identity. We have broken our colors into two categories: core or primary colors and

secondary colors. NI core colors used with white and neutrals best reinforce

our color branding.

Secondary Colors

A secondary color should be used only to accent and complement the core

colors. Secondary colors can add depth and organization to a design, but make

sure they fit within our color proportion guidelines. As the NI flagship product,

LabVIEW has a rich tradition and history here at the company, so we have given

LabVIEW a unique color for all marketing efforts to differentiate it from our other

product offerings.

NI Blue

Navy

Font Color

LabVIEW Yellow

(Reserved for LabVIEW)

Rich Blue

Green

PMS 108 C

R 255, G 219, B 0

#FFDB00

C 0, M 10, Y 100, K 0

PMS 299

R 32, G 165, B 222

#20A5DE

C 72, M 18, Y 0, K 0

PMS 361

R 57, G 181, B 74

#39B54A

C 75, M 0, Y100, K 0

PMS 301C

R 6, G 95, B 163

HEX 065FA3

C 100, M 50, Y 0, K 10

PMS 534C

R 14, G 56, B 95

HEX 0E385F

C 100, M 81, Y 37, K 28

Color Ratios

Exact color ratios depend on an individual

application, although the goal should always be

to communicate with as few colors as possible.

When in doubt, it’s better to defer to fewer, and

core, colors than add more colors to the design.

R 68, G 68, B 68

HEX 444444

C 0, M 0, Y 0, K 80

Grays

Red-Orange

PMS 1665

R 240, G 70, B 35

#F04E23

C 0, M 84, Y 100, K 0

Purple

PMS 228

R 144, G 71, B 155

#90479B

C 50, M 86, Y 0, K 0

Volt

PMS 381

R 196, G 216, B 46

#C4D82E

C 28, M 0, Y100, K 0

80 k 60 k 40 k 20 k 10 k 5 k

#444444 #7D7D7D #B2B2B2 #CCCCCC #E7E7E7 #F4F4F4


LabVIEW Color Palette

LabVIEW Yellow Usage

Usage of LabVIEW yellow is limited to all things LabVIEW; it cannot be used as

the primary or secondary color for any other NI software brand. Application of

yellow as a highlight color in NI brand-level marketing collateral is allowed, but

usage should be deliberate and, where possible, systematic (for example, use

yellow if the data or information presented refers to LabVIEW).

LabVIEW Yellow

Font Color

Icon colors are restricted for in-product use only.

PMS 108C

R 255, G 219, B 0

HEX FFDBOO

C 0 M 10 Y 100 K 0

PMS 7540C

R 77, G 77, B 79

HEX 4D4D4F

C 0 M 0 Y 0 K 85

In-Product Icons

NXG Icon

HEX 3C4042

2017-2018

32-Bit icon

Primary:

HEX 616366

Secondary:

HEX BEC7CC

2017-2018

64-Bit icon

Primary:

HEX E6E6E6

Secondary:

HEX 727B84


Co-Branding—NI, LabVIEW, Software Portfolio

NI Corporate Logo

The NI corporate logo is the single most important mark

representing the company. NI reserves the NI corporate

logo for use only on NI copyrighted materials by select

NI partners where there is mutual and equal use of both

companies’ logos, by official NI product distributors with

whom we have legal agreements, and by organizations

and academic institutions NI officially sponsors with

funding or in-kind support.

LabVIEW Logo and Icons

LabVIEW software is the company’s core product brand.

NI reserves the rights to the exclusive use of the LabVIEW

product logo. The LabVIEW icon is a registered trademark

of NI, and use on its own is reserved for NI in-product use

only. The LabVIEW logo may be used with NI-created or

co-created products and material.

Software Portfolio

The NI software portfolio includes multiple brands, each

with a defined brand color, icon, and text lockup. Each

brand is considered a sub-brand under the NI Branded

House architecture. All icons and text lockups are owned

by NI and some are registered trademarks of NI. All

sub-brand lockups may be used with NI-created or

co-created products and material.

NI is the Hero

Use the LabVIEW name and mark selectively, and when you use it, the LabVIEW logo must always

appear in conjunction with NI, either in text or accompanied by the NI corporate logo. When used

together, the x-height of the NI logo and the x-height of the LabVIEW logo must be the same.

LabVIEW or Sub-Brand is the Hero

When LabVIEW or a sub-brand is the hero, the NI logo may be reduced to 2/3 the size of the LabVIEW logo.

Send requests to use this logo to logopermissionrequests@ni.com.


Co-Branding Examples

#include<iostream.h>

#include<conio.h>

class student

SEE IT.

{

protected:

int rno,m1,m2;

public:

void get()

{

SOLVE cout<<”Enter

IT.

the Roll no :”;

cin>>rno;

cout<<”Enter the two marks :”;

cin>>m1>>m2;

}

};

class sports

{

protected:

int sm;

// sm = Sports mark

public:

void getsm()

{

cout<<”\nEnter the sports mark :”;

cin>>sm;

}

};

class statement:public student,public sports

{

int tot,avg;

public:

void display()

{

tot=(m1+m2+sm);

avg=tot/3;

cout<<”\n\n\tRoll No : “<<rno<<”\n\tTotal :

“<<tot;

cout<<”\n\tAverage : “<<avg;

}

};

void main()

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Integrate hardware. Visualize data. Accelerate engineering.

Reduce the time you need to visualize, create, and code engineering

systems by using LabVIEW graphical programming to gain rapid access

to hardware and data insights. Take advantage of a worldwide network

of developers and discover why LabVIEW is the most productive tool for you.

See how at ni.com/labview.

©2017 National Instruments. All rights reserved. LabVIEW, National Instruments, NI, and ni.com are trademarks of National Instruments. Other product and company names listed are trademarks or trade names of their respective companies. 29170

29170_LabVIEW_Ad_EMIA_Ltr.indd 1

6/9/17 6:21 PM

LabVIEW Communications Lobby Screen

LabVIEW Ad (NI is 2/3 smaller.)


Professional Certification Branding

Certification Badges

NI Badge Program, provides digital credentials or badges representing NI certification

and other assessments. These badges can be added to social media and job sites,

resumes, and business cards to inform employers, peers, and customers about

knowledge achievements in specific application areas. For a complete list of our

professional certifications, please visit ni.com/training.

The certification team (certification@ni.com) approves all certification badge usage.

Certified LabVIEW

Architect (CLA)

Certified LabVIEW

Developer (CLD)

Certified LabVIEW

Associate Developer

Certified TestStand

Architect

Certified TestStand

Developer

Certified LabWindows/CVI

Developer


Partner Branding

LabVIEW Tools Network Branding

The LabVIEW Tools Network is the premier app store that equips engineers and scientists

with hundreds of certified, third-party add-ons to help accelerate productivity and lower

project costs. Developed by industry experts, these cutting-edge technologies expand

the power of LabVIEW and NI modular I/O hardware and are part of a rich community of

support.

Alliance Partner Network Branding

Alliance Partners are experts in NI technologies and develop customer-defined

solutions. From developing a proof of concept to deployment and post-sales

support, Alliance Partners can assist customers with some of their toughest

engineering problems. Alliance Partner Network membership and specialty logos

are reserved for use by official Alliance Partners. Alliance Partners are provided

these logos as part of their membership.

Partner Logos

Partner Specialty Logos

Platinum

Alliance

lian

Partner

Gold

Alliance

Partner

Silver

Alliance

lian

Partner

t

Partner Co-Marketing

Style Guide

See this guide for more details

on partner branding governance

and guidelines.


Additional Endorsement Brands

Distributor Logos

The contract agreement team supplies distributor logos as part of the

distributor agreement. The contract agreements team (certification@ni.com)

handles all certified logos.

Performance by PXI Logo (use is limited to hardware only)

The Performance by PXI logo indicates a third-party product that includes PXI as

part of its architecture. There are black and white versions available. Usage of

this logo in any other aspect is not allowed.

Powered by National Instruments Logo

The Powered by National Instruments logo is for use with NI-endorsed systems

and products that use NI products. Use of this logo requires a signed licensing

agreement and adherence to NI logo usage guidelines. Send requests to use

this logo to logopermissionrequests@ni.com.

Planet NI Logo

You must get approval to use the Planet NI logo. Email creative.project.

management@ni.com for approval.

Vertical Logo

Horizontal Logo


Merger and Acquisition Branding

Most acquired company logos inherit the tagline “A National Instruments Company,” as seen below. Usage of the NI tagline with acquired brands is restricted and requires

corporate approval. Marketing of the acquired brands may or may not be independent from NI marketing. However, in all cases, guidance can be provided on positioning,

messaging, design, and execution. Additional Resource: AWR Brand Integration Guidelines

Independent Brands

These companies act as stand-alone brands

and operate as wholly owned subsidiaries with

independent product lines. These subsidiaries have

their own marketing and sales channel.

Product-Line Brands

These company brands transition to product-line

brands. These product-line brands may have their

own marketing and sales channel.

Brands in Transition to Full Integration

These companies are co-branded for a specified

length of time. NI is using a phased approach to

fully integrate these companies under the NI brand

over a designated time frame. NI will then sell

these companies’ products as standard products

through the NI marketing and sales channels.

Contact: Steve Johnson

Contact: James Kimery

Full integration by ~2018

Contact: James Kimery

MCC is a data acquisition brand that

includes other product line acquisitions/

integrations such as Data Translation.

Contact: Peter Anderson

NI AWR Design

Environment

The AWR Design Environment has five product

lines: Microwave Office, Visual System Simulator,

Analog Office, AXIEM, and Analyst.

Contact: Sherry Hess

Full integration by ~2017

Contact: Ryan Verret


Corporate Typeface

Typography

The foundation of a recognized design style is a consistent type treatment.

Consistent typography also is crucial to building and maintaining our

corporate brand. To this end, NI has chosen the font family Univers as its

corporate typeface. Different typefaces or fonts carry varying connotations

and can influence the readability, assimilation, interpretation, and impact of

Univers LT Std 45 Light

ABCDEFGHIKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Univers LT Std 55 Roman



0123456789

Univers LT Std 65 Bold



0123456789

the words and concepts they represent. We have carefully considered all these

issues and have chosen Univers because it provides an approachable,

contemporary, and easy-to-read type treatment for customers. If Univers is not

available, the default typeface is Helvetica and then Arial. If web based, use

Roboto Condensed.

Univers LT Std 47 Light Condensed



0123456789

Univers LT Std 57 Condensed



0123456789

Univers LT Std 67 Bold Condensed



0123456789


Type Proportions

To simplify and streamline typography styles for NI materials, we have established

a type scale based on 3:4 type proportions. Each point size is in 3:4 scale with its

nearest neighbor. The scale was designed to give both a wide range of point sizes

to work with and a visually harmonious relationship between sizes.

The type scale should help provide a starting point to designs. The page title

above, “type proportions,” is set at 21 pt. Blue subheads are set at 12 pt. This

body text is set at 9 pt.

If you need sizes larger than those specified, simply multiply the last number in

the scale by 1.334. For example, 50 pt x 1.334 = 66.7. The next point size in the

scale would be 67 pt (rounded).

50 point

37 point

28 point

21 point

16 point

9 point

7 point

5 point


Localization Typography

You can download this typeface from

Adobe Typekit at typekit.com.

Simplified Chinese

Source Han Sans

Light, Regular, Bold

这句话

这句话

这句话

Traditional Chinese

Source Han Sans


這句話

這句話

這句話

Japanese

Source Han Sans


美しい

美しい

美しい

Korean

Source Han Sans


동해

동해

동해


PowerPoint Style Guide

PowerPoint presentations are effective

communication tools. Standardizing on an official

corporate template ensures the creation of

professional presentations that consistently represent

the company to internal and external audiences.

It is important that when information is presented

using PowerPoint, NI is correctly represented and/

or marketed. When creating new PowerPoint

presentations, use only the official corporate

NI template.

This official corporate NI PowerPoint template

is offered in a 4:3 or 16:9 aspect ratio (use the

aspect ratio that best suits your requirements).

Both are available at this NI Talk page:

nitalk.jiveon.com/docs/DOC-396769.

PowerPoint Categories

1. Text and Headlines

2. Charts, Graphics, and Photos

3. Color

4. Third-Party Logo

5. Guidelines to Embed the New

PowerPoint Template


PowerPoint Fonts and Color Palette

Fonts

The required font for PowerPoint presentations is Arial.

Font Size

The minimum readable on-screen point size is 16.

■■

■■

■■

Avoid excessive use of italic or bold fonts.

Do not use shadow fonts or special-effect fonts.

Avoid using red or orange tones because they bleed on screen and

decrease readability. Contrast in colors is good, so black text on a

lighter background works well.

Bullets and Words

Create cleaner, more effective slides by minimizing bullet points. If you need to

use them, limit them to six or fewer and use fewer than 36 words per slide. This

preferred amount of text helps ensure that presentations effectively and clearly

deliver one idea per slide.


PowerPoint Photos

Format and Resolution

Use a minimum of 72 dpi per image, which works

well on most screens. PowerPoint best supports .png

files because they are low in file size yet still sharp

for screen display.

The DAM

The Digital Asset Manager (DAM) has a

comprehensive library of images for use in all

materials. For a smooth customer journey, you

need to stay visually consistent by using the same

images within each campaign’s, stripe’s, industry’s,

or application’s content and find images that

best fit your specific needs. Search the DAM at

aem-publish.ni.com/content/dam/public.html.

Stock Images

Prioritize the use of customer/application imagery

whenever possible. Stock imagery may be used

for high level industry needs or when customer/

application imagery isn’t available or relevant. There

are a number of stock images that we already

have licensed, many of which are in the approved

campaign image libraries. All are searchable in the

DAM. If you do not find what you need in the DAM,

you may search for additional images on stock sites.

DO NOT resort to using imagery pulled from the web

(i.e. Google Images, etc.) due to legal restrictions.

Do not overuse graphics and/or images.

Graphics, shapes, charts, and diagrams can

complement the information being presented. Take

advantage of these features but remember to use

them only as needed and keep your presentation

simple. Though a complex, colorful chart may look

great in printed documents, it doesn’t always work

well in a PowerPoint presentation.

Please reference the Campaign Image Libraries for

approved imagery for each campaign. All of these

images are stored in the DAM.


Color Palette

Core Colors

For the official corporate template, use core colors:

NI blue, LabVIEW yellow, and black. You can also use

50 percent gray for slides.

Third-Party Logos

Place third-party logos at the bottom right corner of

the slide and never scale them larger than the NI

logo.

Secondary Colors

NI has a secondary color palette that you can use

sparingly as accent colors.

For both core and secondary color palettes, refer

to page 20, which also contains information on

brand colors.


Guidelines to Embed the New PowerPoint Template

What’s New

■■

■■

■■

■■

■■

New clean design

Font: Arial (universal for both Mac and PC users)

Logo positioned on the left

ni.com is placed only on the pages that show non-NI information

and/or products

Font size

NI PowerPoint Template Implementation Guide

Follow the steps on the next page to implement the NI PowerPoint

template into your core themes within PowerPoint for new presentations

or apply the template to your existing presentations. You also can find

these steps at nitalk.jiveon.com/docs/DOC-396769.

Documents Available

Standard size 4:3 NI PowerPoint Template and 16:9 NI

PowerPoint Template

Master Types

This new NI corporate template contains three types of masters:

External: These slides are appropriate for all audiences and contain no

confidential information.

NI Confidential: These slides are for internal NI use only and contain information

that should not be shared with external audiences.

NI Customer Confidential: These slides are for external use and are designed

to make customers more comfortable when they see us display their material in

our template.

Once you apply the NI corporate template to your custom themes, both versions

of the template will be available in your custom themes. You will be able to easily

and globally apply the correct master, depending on the level of confidentiality of

your presentation.


Guidelines to Embed the New PowerPoint Template, continued

Using the NI Template

Note: These directions apply to Microsoft Office

PowerPoint 2016 for PC and Mac. Menus may vary

slightly for other versions. Differences for Mac users

are noted below.

Step 1: Add the NI Template

to Your Custom Themes

By adding the NI template to your custom themes

within PowerPoint, you can easily apply it to your

presentations.

1. Download the new PowerPoint template from

nitalk.jiveon.com/docs/DOC-396769 and save it to

your desktop.

2. Double-click on the template to open and launch

PowerPoint.

Step 2: Apply the Template

Once you save the template as a theme, it appears in

your list of custom themes.

To apply the theme to an existing presentation, open

your presentation and select the NI theme from the

Themes Gallery on the Design tab. Alternatively, you

can open the company template file and copy and

paste your current PowerPoint presentation into it.

Once you apply the template, click Reset in the Slides

group on the Home tab to apply the new template

correctly to each slide.

3. Go to the Design tab on the top menu bar.

4. Expand the Themes Gallery by clicking the tab

button. (Mac users: Hover over any custom themes

to reveal the tab button; PC users: The Office 2016

tab is on the right side of the custom theme box.)

5. Select the Save Current Theme command.

To create a new presentation, open the template

from your Themes Gallery (title or intro slide will

come up as the default) and click on Layout for a full

menu of slide types to select from.

Please contact Ali Bravo (ali.bravo@ni.com) or Komal

Buyo (komal.buyo@ni.com) with questions.

6. Name the Theme file and click Save.

7. In the Themes Gallery, under Custom, look for your

file name (hover mouse over custom theme), right-click

your thumbnail, and select Set as your Default Theme.


Photography Style Guide

Photography plays an important role in every collateral

piece. Whether you are striving to enrich a product’s

visual appeal, illustrate an application, or clearly

communicate technical specifications, you should

carefully consider which visual characteristics would

best accomplish your task. It is also important to

consider the actual locations of images within your

collateral pieces. GCG has identified two main levels

of photography recommended for different locations

in various collateral pieces. Read on to learn about

these two levels as well as the proper placement

for each type. Many of these types share similar

attributes, but the associated details describe their

key differentiators.

Photography Categories

1. Photography Creative Direction

2. Products—images of NI products, hardware,

software, or other integrated product bundles

3. Environment—images acquired outside the

NIC studio on location and within various settings

4. Events—images at trade shows, seminars,

speaking engagements, and other on-location events

5. Headshots—formal or casually posed images

of NI or third-party personnel


Photography Creative Direction

Photography is a vital element to communicating and

helping define NI’s brand personality traits. Proper

photo direction, whether it’s original photography or

stock imagery, is vital to making our work look

consistent. Choose photography that reflects these

traits. You can find Marketing-approved imagery in

the image libraries on the GCG NI Talk page at

https://nitalk.jiveon.com/groups/corporate-designgroup.

Prioritize the use of customer application imagery

whenever possible. Stock imagery may be used for

high level industry needs or when customer

application imagery isn’t available or relevant. Do not

resort to using imagery pulled from the web (i.e.

Google Images, etc.) due to legal restrictions.

Professional. NI has built its reputation on providing

high-quality products and solutions for professional

and aspiring engineers. The photo direction should

reflect this; there’s nothing silly or humorous about

the products we create or the applications we

enable. Photography should reflect a company that

engineers and scientists can greatly trust.

Clean. We strive to make all our photography as

clean as possible. This means there should be a clear

subject without ambiguity. Avoid busy backgrounds

and situations. The goal is to communicate a single

idea with the photograph.

Positive. When choosing images, show positive

images of success rather than negative problems.

Though NI can help solve many engineering

problems, it is much more powerful to show images

of solutions.

Realistic. Photography should be reflective of reality.

Although at times it may seem like some of the

applications that use NI products are in the realm of

science fiction, NI strives to show products and

applications as they actually are. Avoid visual puns

and metaphors. Stay conceptual in idea, not in

execution. Use real settings and show real people.

Do not overly style photographs. Photography should

not be abstract. Don’t use color filters.

Innovative. NI powers incredible applications.

Our tools are used in diverse and cutting-edge

applications from big physics to medicine to green

engineering. Our photography should reflect this spirit

of discovery and innovation. We want to be futurefocused

but still grounded in reality. Whenever

possible, show the most up-to-date hardware available.


Products: Hero

The goal of hero product photography is to elevate the main focus of the image

to enhance its appeal to the customer by using dramatic lighting and a wider lens

with a more shallow depth of field. Usage is reserved for high-level marketing

materials and web pages.

There are two types of images:

1. Aerial—Products are shot from a top-down vantage point with a slight angle.

The entire product is shown so that it can be cropped for different purposes.

2. Colossal—These are ground-up, tight, towering shots. Products can be cropped

at the edge, but the focus should be on the most important features of the

hardware/software.

■■

■■

■■

■■

■■

■■

■■

■■

Common in ads, collateral covers, home page carousel, web customer stories

Form over function

Image is shot with a wider lens for a more dramatic effect

Interesting angle rather than straightforward

Medium to shallow depth of field

White background with a realistic shadow

Contrast and saturation are altered to make image more appealing

Photography shot at NIC by staff photographer


Products: Highlight

The goal of highlight product photography is to show a compelling snapshot of

the product to urge the user to learn more. Shots are abstract in nature and focus

on the most functional and visually interesting product features. Product highlight

images should link to or lead into a complete product image.

■■

■■

■■

■■

■■

■■

■■

■■

■■

Common in ads, collateral, home page carousel

Form over function

Focus on the visually interesting and functional product features

Cropped on 3 to 4 sides except for monitors

Interesting angle rather than straightforward

Medium to shallow depth of field

White background with a realistic shadow

Contrast and saturation are altered to make image more appealing



Products: Supporting

The goal of supporting product photography is straightforward documentation

of a product. The focus is on technical specifications. Consistency is key with

supporting photography. Shots are standardized and then shot to match

existing images.

■■

■■

■■

■■

■■

Example is a standard product shot used in web model pages, presentations,

white papers, and so on

A product pictured from straight on or at a slight angle

Product completely in focus

Standard product lighting on white background with realistic shadow



Environment

Environment shots are critical for showcasing the breadth of NI products and solutions. These images allow for the NI story to extend beyond the NIC studio and into the

world of discovery and global challenges. Examples of environment shots can include a customer’s office, a university, or a manufacturing floor. When shooting on location

and with people (models), you must ensure that all involved are compensated or represented correctly by following some additional steps. Please see “Legal Checklist”

on page 75 for more information.

Case Study

■■

■■

■■

■■

■■

■■

■■

Application/person as the main focus within an environment outside NIC studio

Application/person pictured from an interesting angle

Natural/even lighting when possible/appropriate

Varying depth of field and camera angles

With people

With focus on NI hardware

With customer when possible

NI Product Launch

■■

■■

■■

■■

■■

■■

Product/person as the main focus within an environment outside NIC studio

Product/person pictured from an interesting angle

Natural/even lighting when possible/appropriate

Varying depth of field and camera angles

With people

With focus on NI hardware


Environment, continued

Stock

■■

■■

■■

Purchased or downloaded from stock photography website

Rights Managed or Royalty Free

››

Royalty Free is more affordable and allows for more flexibility

Commercial or Editorial

››

Avoid Editorial—NI’s use for stock photography is primarily commercial

Third-Party

■■

■■

Image received directly from customer

Special permissions are required when using third-party imagery (refer to Legal

Checklist on page 75)


Events

NI events draw the best and brightest from the engineering community to share ideas, learn, and innovate with their peers. The atmosphere is exciting, dynamic,

engaging, and fun. Events photography should combine documentation and engagement techniques to produce a rich mixture of both styles.

Presentations

Presenters

■■

■■

■■

Close-up of presenters

Holding products

With audience in foreground

■■

Different angles to include:

››

Lower perspective

››

Stage left

››

Stage right

Engaged Audience

■■

■■

Close-up

From a distance

Room

■■

■■

■■

Whole room from back

Room from midway back

Over-the-shoulder perspective

››

Back of the room

››

Halfway back


Events, continued

Attendees and Atmosphere

Attendees

■■

■■

■■

■■

Networking with one another

Working on computers

Viewing collateral from the event

Enjoying special events or parties

Crowds

■■

■■

■■

Lines of attendees

Movement around facility

Registration

NI Employees

■■

■■

■■

Getting portraits taken at event

Helping attendees

Enjoying special events or parties

Signage and Event Details

■■

■■

■■

■■

■■

Signage from the event

Printed pieces in local language

Apparel distinct to the region

Events presenting local customs

Distinct architectural features

of the venue


Events, continued

Technical and Hands-On Sessions

Teacher

■■

■■

■■

Close-up of teacher

Expressive shots of teacher

Teacher shot with students

in foreground

Engaged Students

■■

■■

■■

With computer

With hardware

With each other

Student/Teacher

■■

■■

■■

With computer

With hardware

With one another

Classroom

■■

■■

■■

From back of room

From front of room

From student’s perspective


Events, continued

Expo Floor

NI Booth

■■

From various angles

Demos

■■

■■

■■

Tight shots of demo

Screen for software

and NI hardware

People interacting with demo

Attendees

■■

■■

Crowds watching demos

Attendees interacting

with NI employees

Expo Floor

■■

■■

■■

■■

■■

From eye level

From ladder or crane

Special events on floor

Vendor booths

Vendors interacting


Headshots

Headshots are shot using natural light and a shallow depth of field. They should be shot at NIC by the NI photographer when possible. The look and feel can be mimicked

outside the studio by professional and amateur photographers.

Formal and Casual Headshots

■■

■■

■■

■■

■■

Natural lighting with muted background

Shallow depth of field

Sales in formal attire; marketing can

be more casual

Subject completely in focus


when available


Video Style Guide

Video plays an important role in NI marketing,

thought leadership, technical communication, and

brand awareness. Whether you are striving to

enrich a product’s visual appeal, illustrate a unique

customer application, or clearly communicate

either NI or third-party information, you should

carefully consider which visual characteristics would

best accomplish your task. Read on to learn about

the various ways video can support your goals

and how this medium should represent the NI

core brand tenet of being an approachable and

trusted adviser. For more information, contact

creative.project.management@ni.com

Video Categories

1. Essential Video Elements—Provide best practices

and guidelines when shooting or editing any NI video

collateral.

2. Motion Graphic—Describes a technical concept

or provides an overview of a platform or solution.

Style includes NI icons, colors, and overall aesthetic.

These videos typically involve a narrative and speak

to the audience.

3. Product Overview 3D—Provides an overview of

product details and specifications rendered in Cinema

4D to allow for an “exploded” view of the product.

Engagement rate averages over 200 percent with these

types of videos. Use for select Tier 1 products only.

5. On-Location B-Roll—Supports primary footage

during interviews, documentaries, and other

produced collateral.

6. Demo—Illustrates firsthand accounts of working

with NI products.

7. Executive Communication—Provides a highly

visible platform for senior NI leadership to deliver

company messages.

4. Interview—Captures either NI or third-party

subjects sharing ideas/information.


Essential Video Elements

All NI videos should implement a variety of essential video elements. This includes ensuring that the mood and tone of any video-based or video-supported collateral be

positive, contemporary, engaging, and natural. Please adhere to approved NI color correction/treatment; use the rule of thirds for all framing; use voice-overs that are

friendly, approachable, and confident; and use animation pieces that align with existing print/web style guides.

Intro/Outro

■■

■■

■■

Use to visually anchor the viewer and provide

company branding and awareness

Use to mark both the beginning and ending

of any video collateral

Use NI beginning/ending animations

with appropriate title keys

Title Key

■■

■■

■■

■■

■■

Use as a visual benchmark to display corresponding

text (name, job title, company, and so on)

Use only preapproved NI title keys

Make sure screen text corresponds to NI-approved

fonts and sizing

Fade in title and semitransparent background

Fly in LabVIEW element from left side of the screen

Camera Settings and Color

■■

■■

■■

■■

■■

Cameras should be balanced to 5500K

All lighting should be natural or daylight-balanced

Footage should be REC709 balanced

Footage should be shot at 24 frames per second

All footage treatments are based on the Tension

preset in Red Giant’s Magic Bullet Looks


Interviews for Case Studies and Customer Success Stories

Interviews in NI video collateral are used to visually

communicate a variety of NI and third-party ideas

and information. Please note that all interviews

should be conducted in a place that adds context

to the interview. For example, conduct an interview

with a professor in a lab or interview a test engineer

on a manufacturing floor. All interviews should be

shot from two angles when possible:

Interview “A” Shot

■■

■■

■■

Place camera directly in front of the subject.

Have subject look off camera, across the frame, at

the interviewer

Use high-contrast and soft daylight-balanced/natural

light sources

Interview “B” Shot

■■

■■

■■

Aim camera at subject’s profile

Include context of the environment in which

the interview is conducted

Use foreground obstruction to achieve a clear

foreground, mid-ground, and background

within the shot


Motion Graphic

Use motion graphics to describe a technical concept

or provide an overview of a platform or solution.

Their style includes NI icons, NI colors, and the

overall NI aesthetic. These videos typically involve a

narrative that speaks to the audience. The graphics,

based on the icons created by GCG and Centerline,

contain simplified representations of NI hardware, NI

software, and various applications. The opening scene

uses a textured gray background, and most other

scenes use the blue loop background. For maximum

flexibility within aftereffects, all graphics are created as

aftereffects shapes so that effects such as trim paths

can be used. The tone of these videos is casual and

confident. They should illustrate concepts and help

viewers understand something not easily shown with

standard video.


Product Overview 3D

The product overview 3D provides an overview

of product details and specifications rendered in

Cinema 4D to allow for an “exploded” view of the

product. The engagement rate averages around 100

percent with these types of videos. Use them for

select Tier 1 products only as they are fairly time

intensive and expensive to outsource.


On-Location B-Roll

On-location B-roll footage should be used to supplement and support primary video footage during interviews or documentaries about any given product, application, or

customer-focused video collateral. This supporting footage should be shot from multiple angles and include visual context of NI such as products in the background or

participants engaging with products.

Bird’s Eye

■■

■■

■■

Shoot over the shoulder

when applicable

Include moving reveals

Show individuals actively engaged

and with natural poses

Over the Shoulder

■■

■■

■■



Avoid capturing stiff and/or

overly posed moments

Use for featuring NI software

People

■■

■■



Avoid capturing stiff and/or

overly posed moments

Obstructed

■■

Use foreground obstruction to achieve

a clear foreground, mid-ground, and

background within the shot


Demos

Demo videos are used to illustrate firsthand accounts and examples of working with NI software, hardware, or fully integrated systems. Content in this kind of video

collateral should aim to teach and provide detailed explanations of working with NI products. All demo videos must be shot in room 132A of the NIC Austin campus with a

pale grid background. Talent should wear a blue NI polo shirt, but other colors are acceptable based on the situation and product. Information must be presented directly to

the camera. You can use the following shots:

Direct to Camera From Front

with Demo Gear/Desk in Background

Over the Right Shoulder Turning

to Address Camera

Hardware/Demo Shot


Executive Communication

Executive communication videos provide a highly visible platform for NI’s senior leaders to deliver a variety of timely and important company messages. These can

include state of the business announcements; important organizational changes, transitions, and updates; employee-related news; and, in less volume, special company

messages such as national and international recognition and award announcements. Executive communication videos should follow these guidelines:

■■

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Have subjects introduce themselves directly

to the camera

Place subject in the middle of the frame

Have subject express a clear and confident tone in

both voice and message

■■

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Shoot with two cameras when possible

Have subject wear a blue or navy shirt with a black

or navy jacket; avoid wearing stripes, patterns, or a

white shirt


ni.com Style Guide

ni.com makes customers successful by providing

content that:

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Is as helpful as talking to a real person

Is intuitive and comfortable to navigate

Supports the Need, Research, Buy, Use, and

Advocate phases of the customer journey

Is inspirational and encourages learning, skill

development, and proficiency

The design of ni.com helps meet these goals by

presenting content as part of a cohesive online brand

presence.

ni.com is visually clean and simple, which allows

NI’s brand presence to be a primary visual element.

The design also reinforces NI’s “ownership” of the

colors NI blue and LabVIEW yellow. The overall

layout of the site creates a customer experience that

communicates NI’s commitment to being a trusted

adviser that is both innovative and approachable.

Web Asset Categories

1. Feature Images—imagery with or without text

that promotes products, industries and applications,

events, or company activities

2. Carousel Images—imagery used to promote

NI products, applications, and trend watches both

globally and regionally

3. Card Images—imagery with interactive rollovers

that display additional information

4. Coreblocks—thumbnail imagery that serves as a

visual anchor and an aid for content

For complete specifications on all web-related

design and implementation, please refer to the

Design Pattern Library at niweb.natinst.com/dpl or

email Brent Burden at brent.burden@ni.com.


ni.com Feature Images—New Site Experience

Feature images effectively enhance pages without creating accessibility and usability problems. They can convey complex quantitative or spatial information quickly, transcend language

barriers, and combine with text to complement many styles of information gathering and learning.

Fixed-Width Feature

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Appears on a variety of level 1, 2, and 3 pages

Can consist of family product shots, infographics, or diagrams

Should be reserved for primary positioning on a page; secondary positioning is

acceptable depending on the image treatment; tertiary usage is unacceptable

Since this image is a fixed width, any background treatment should always fade

to white to avoid a visible edge

Natural size is 2352 x 1200 px (page code scales this down to 1176 x 600 px)

Full-Bleed Tall Feature

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Appears on the home, product overview, and new product landing pages

High-level company messages or new product launches driven through stripes

Can be broad, real-world applications or tightly cropped software/hardware

Available for localization only; branches do not create their own imagery

Images should be void of text and logos; live text is displayed in overlay container

Currently accommodates only static imagery, but may display video in the future


Full-Bleed Short Feature

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Appears on site section, level 0 pages such as /innovations

Currently uses blue overlay treatment; this may be optional in the future

Must use industry/application photography of preferably open, uncluttered spaces

Available for localization only; branches do not create their own imagery

Image should be void of text and logos; live text is overlaid on image



ni.com Feature Images—Old Site Experience

Header Feature

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Appears on site section pages such as Academic, Solutions, Company,

and Newsroom

Does not include text

Size: 732 x 250 px and 732 x 177 px

Navigation Feature

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Appears on lower level “home” pages

Contains text—usually a title, description, and call to action

Content can consist of product, application, or event shots

Application shots should use a separate gray container for text

Size: 732 x 250 px

Event Feature

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Can use gray split container for text

Can accommodate static image and video player rotations

Used in the NIWeek experience only

Not available for pickup without prior UIF team approval

Size: 422 x 238 px (image only)


ni.com Carousel Images

This content may be global to promote worldwide products and activities or local to promote regional activities. It should include strategic marketing initiatives and

campaigns. Promotional imagery does not include text and must comply with Web Style Guide and content strategy guidelines.

Featured Carousel (Home Page)

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Promotes 4 product offerings per month

Promotes 1 application, industry, or trend watch per month

No more than 5 images per month (3 global, 2 local)

Must use tight crop product or application photography

Image should be void of text and logos

Size: 588 x 396 px

Case Study Gallery (Case Study Page)

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Used to display multiple images of a case study

Displays no more than 5 thumbnails at a time;

undetermined if any images are offscreen

Must use industry/application, fullbleed

photography

Product Carousel (Product Page)

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Used to display NI product offerings throughout the Shop experience

Displays no more than 3 images at a time; total offscreen amount TBD

Must use standard product photography with white background

Product Gallery (Product Detail Page)

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Used to display multiple angles and video

of NI products in the Shop experience

Displays no more than 3 thumbnails at a time

Must use standard product photography with

white background


ni.com Card Images

This content is global to highlight company industries and applications. It should include strategic marketing initiatives and campaigns. Promotional imagery does not

include text and must comply with Web Style Guide and content strategy guidelines. It must use industry/application, full-bleed photography.

Size

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1140 x 951 px


ni.com Coreblocks—New Site Experience

Coreblocks are thumbnail images that serve as a visual anchor for content. You can choose from five sizes that correspond to the new website’s 16-column grid: 2-, 3-, 4-,

5-, and 6-column. The 2-, 3-, and 4-column sizes are typically used in most layouts. The 5- and 6-column sizes are used in higher level marketing pages. Coreblocks found

on the new site experience have a 16x9 aspect ratio.

Full-Color Bleed Images

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Do not use borders

Photos with dark, saturated colors extending to all

sides do not need borders

Must use industry/application photography

Size: 1140 x 641 px

Standard Product Images

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Borders are optional based on use case

and whether image is displayed on a colored

background

Border style is #CCCCCC; 1 pixel

Must use standard product photography with

white background

Size: 1140 x 641 px

Padding for Standard Product Images

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Product should be nested and centered inside crop

area with equal interior padding; hardware should

never touch the edge of the image

Padding increases 5 pixels per image size starting

at 10 pixels for 2 columns, 15 pixels for 3 columns,

and so on; this is a general gauge and can be

adjusted per designer discretion if padding is

proportionate to the image size

Size: 1140 x 641 px


ni.com Coreblocks —New Site Experience, continued

Desktop Image Dimensions

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2 columns—166 x 93 px





Tablet Image Dimensions

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Mobile Image Dimensions

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ni.com Coreblocks—Old Site Experience

Coreblocks are thumbnail images that serve as a visual anchor for content. You can choose from five sizes that correspond to the old website’s 12-column grid: 2-, 3-, 4-,

5-, and 6-column. The 2- and 3-column sizes are typically used in most layouts. The 4-, 5-, and 6-column sizes require custom layouts.

Full Color Bleed Photos/Logos

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Do not use borders

Photos that have dark, saturated colors extending

to all sides do not need borders

Full-Bleed Screenshots

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Always use borders

Window title bar should be included

If the entire bar cannot be included, only the top

left title and app icon are necessary

Full interface or detailed view is optional

Cropped Screenshots and Info Graphics

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Cropped if screenshots and/or info graphics are too

large for a 2- or 3-column image

Can use the standard lightbox button to display the

entire image

Lightbox button is overlaid on the image through CSS


ni.com Coreblocks, continued

Nested Logos, Product Shots, Screenshots,

and Boxes on White Background

■■

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Always use border

Scale nested image to allow equal inner padding

on left, right, top, and bottom; image should be

centered within that space

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Padding increases 5 pixels per image size starting

at 10 pixels for 2 columns, 15 pixels for 3 columns,

and so on; this is a general gauge and can be

adjusted per designer discretion if padding is

proportionate to the image size

Border style is #CCCCCC; 1 pixel

Image Dimensions

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Social Media Style Guide

Social media is changing the way people interact with businesses and each other. The following

guidelines and recommendations help explain how important brand representation is when using

social media for marketing, recruiting, or customer support.

Do

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Create engaging posts to maximize the ROI of the brand’s content

Build audience trust by delivering valuable content based on the

audience’s interest

Use approved logos and other creative imagery

Be human by speaking with conversational, informal language

Don’t

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Post content that feels “spammy”

Post imagery with text overlaid on the image for use in paid social campaigns

Post content without a clear purpose

Use language that feels too formal for social channels and makes our brand

seem stale

It’s important for content creators to understand the resources available while

respecting the bandwidth of other NI teams. GCG has set guidelines regarding when it

can and cannot support social media image requests

GCG Support

Images for the NIC Handles

These include illustrations, “inspiration” images, and promotional images.

Request note: Any images for Facebook (illustrations, imagery, and so on) should

go through GCG. Any requests should comply with a minimum two-week

turnaround time.

Facebook Cover Photo and Avatar Images for NIC/LabVIEW

These include NI Global Facebook, Twitter, and LinkedIn images as needed.

Request note: Batch requests are ideal. The Facebook avatar is always the eagle

with “NI” text and is not integrated into the image. Any requests should comply

with a minimum two-week turnaround time.


Social Image Guidance

Image Sizes

Facebook

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Cover Photo: 828 x 315 px

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Profile Photo: ≥180 x 180 px

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Post Photos: 1200 x 900 px

■

Post Videos: 1280 x 720 px

(must be between 30 seconds and 1 minute)

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Shared Link Image: 1200 x 628 px

Twitter

■

Cover Photo: 1500 x 500 px

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Profile Photo: 400 x 400 px

■

Post Photos: 506 x 253 px minimum

(maximum: 1024 x 512 px)

■

Post Videos: 512M maximum

(must be ≤30 seconds)

LinkedIn

■

Cover Photo: 1536 (w) x 768 (h) px

■

Profile Photo: 300 (w) x 300 (h) px

(aka “Logo Image”)

■

Post Photos: 350 px wide

Find the latest social media image requirements on NI Talk at nitalk.jiveon.com/docs/DOC-399024.


Social Image Guidance, continued

Cover Photos

Cover photos should be properly sized (see “Image Sizes” on page 67) and

professionally designed by GCG. Cover photos can change periodically based on

key campaigns, events, and seasons. Every social media channel owner for the

brand can choose cover photos or follow our corporate social media channels’ cover

photo calendar (follow the Social Media NI Talk group https://nitalk.jiveon.com/

groups/social-media for updates).

Profile Images

Profile images should be properly sized (see “Image Sizes” on page 67). We have

one approved profile image for all social media channels representing the brand (see

image below).

Note: Some social media channels may display this image in a round format.


Social Brand and Tone

Brand Tone and Channel-Level Tone

On our social media channels and company blog, we always:

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Use informal, conversational tone (“don’t” instead of “do not”; words like

“thrilled” instead of “pleased”)

Speak in the first person (“We’re excited to release” instead of “NI is excited

to release”; “Our team” instead of “The NI team”)

Ensure our tone matches our “four Hs”: helpful, honest, humble, human

Our channel strategy may also impact the tone we use on each channel. The way

we craft copy for a Facebook post will probably sound slightly different than one for

LinkedIn, even if the CTA is the same.

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Facebook—Tone should be warm, inviting, and friendly. We want our posts

to inspire conversation within and among our community members

Twitter—As the primary channel for real-time trends, live events, and media

coverage, the tone of tweets should be concise and include a clear call to action

LinkedIn—Tone should clearly establish NI as an industry thought leader and

position the content we’re sharing in a professional manner

When we write for the NI Blog, we:

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■■

Use a conversational tone - meaning we write like we’d talk and we want

readers to feel like they’re talking to a human.

Write in “chunks,” avoiding large blocks of text and enhancing content with

images, videos, and subheads.

Avoid getting too technical, instead using CTAs that encourage the reader to

dive deeper into the topic

Page/Account Naming

All of our brand’s social media channels should follow this naming convention:

National Instruments [LOCATION] [Optional: SUBJECT].

Examples: National Instruments UK & Ireland, National Instruments Careers,

National Instruments Japan

Twitter handles/usernames should follow this naming convention when possible:

@NI[location/subject].

Examples: @NIFrance, @NICareers, @NIglobal

Facebook and LinkedIn vanity URLs should follow this naming convention when

possible: .com/NI[location/subject].

Examples: Facebook.com/NIFrance, Facebook.com/NICareers

Charter and Policy

All our brand’s social media channels should follow our Global Social Media

Charter and Global Social Media Policy, which are posted on the Social Media NI

Talk Group at https://nitalk.jiveon.com/groups/social-media.

For more on blogging for the brand, visit the Social Media NI Talk Group, at

https://nitalk.jiveon.com/groups/social-media.


Writing and Editing

The words are just as important as the design in ensuring a

consistent and effective customer journey.

Writing

GCG’s copywriters can help you align with NI’s corporate narrative, campaign, and

stripe messaging. They can also help you create copy that works well for a global

audience and positions NI as a trusted adviser.

Maybe you need help brainstorming ideas for ads, flyers, T-shirts, social media

posts, and signage. Or you have writer’s block and need assistance organizing

your white paper, case study, brochure, contributed article, video script, or other

content. The copywriters can help you create text that clearly and efficiently

communicates the technical information customers need to do their jobs.

For bigger projects, the copywriters gain alignment on strategy and expectations

at kickoff meetings, prepare copy options, and rework copy as needed based on

client feedback and design needs. Contact creative.project.management@ni.com

or Rodney Hargrave at rodney.hargrave@ni.com.

Editing

When you have finished writing, GCG’s editors offer a fresh pair of eyes to

proofread your content for grammar, punctuation, and spelling errors. They also

help ensure your content complies with NI style as defined by Tech Comm’s NI

Style Guide, the NI Marketing Style Guide: Editorial Guidelines for Copy, and the

Chicago Manual of Style. For news releases, they enforce Associated Press style.

The editors review anything in English: web content, case studies, direct mail,

white papers, guides, blogs, brochures, signage, abstracts, bios, PowerPoint

presentations, internal blast emails, EOL letters, social media posts, and so on.

The editors require a minimum 48-hour turnaround time on all requests. They

need more time for pieces longer than 600 words (generally two pages). They

also try to accommodate rush requests. Contact editingrequests@ni.com.


Corporate Communications

Corporate Communications ensures that how we

communicate to all stakeholders is consistent

and reinforces our corporate identity, brand, and

reputation. By standardizing on a company-wide

design for letterhead, business cards, and email

signatures, NI helps customers and partners quickly

recognize the people and information they can trust

in a sea of other messages. We need to use these

templates when communicating with customers,

partners, and each other.

Categories

1. Letterhead

2. Business Cards

3. Email Signature


Letterhead and Business Cards

The corporate letterhead, on NI Talk at nitalk.jiveon.com/ We’re pleased to announce new templates for NI business cards. The new cards are all one-sided, leaving room

docs/DOC-132130, should be used for all written

for only the most vital information. In order to encourage readability and discourage clutter, it was decided to

communications.

remove the address to make room for badges. If no badges are required, the address can be listed.

Since a business card is mainly used as an external piece, only information relevant to customers is

displayed. All internal logos and icons have been removed.

For questions, contact Meredith DeLeon at meredith.deleon@ni.com. Business cards are available to all

Americas Marketing employees through NI Talk at nitalk.jiveon.com/docs/DOC-193099.

Dave Wilson

Dave Wilson

Dave Wilson

Vice President, Product Marketing for Software,

Vice President, Product Marketing for Software


Academics, and Customer Education

Work: 555-555-5555 ext.5150 Measurement House

Work: 555-555-5555 ext.5150

Work: 555-555-5555 ext.5150 Measurement House

Cell: 555-555-5555

London Rd

Cell: 555-555-5555

Cell: 555-555-5555

London Rd

dave.wilson@ni.com

Newbury RG14 2PZ

dave.wilson@ni.com

dave.wilson@ni.com

Newbury RG14 2PZ

UK

UK

Dave Wilson

Dave Wilson

Dave Wilson

Vice President, Product Marketing for Software,



Academics, and Customer Education

Work: 555-555-5555 ext.5150

Work: 555-555-5555 ext.5150

Work: 555-555-5555 ext.5150

Cell: 555-555-5555

Cell: 555-555-5555

Cell: 555-555-5555

dave.wilson@ni.com

dave.wilson@ni.com

dave.wilson@ni.com

11500 N Mopac Expwy ■ Austin, TX 78759-3504 USA ■ 800.433.3488 ni.com


Email Signature

A Small Piece of Brand With Big Reach

With a company as large as NI, it’s important that we all convey a consistent

brand each time we communicate with customers, partners, and each other. A

simple yet high-impact step toward this consistency includes implementing a

standard email signature for all NI employees.

Email is the most widely used mode of communication today, and although an

email signature is a small piece of our brand, it has significant reach. By using a

uniform email signature, we are ensuring the tens of thousands of people that

communicate with NI every day are left with a consistent interaction with our brand.

Standard Signature

Your Name

Title

National Instruments

o office number

m mobile number

e jon.doe@ni.com

In creating a standard email signature, we stuck to some basic best practices:

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■■

■■

■■

Use the simple, clean look and plain text that are widely used in all tools.

(Arial is the font for English. Please see page 30 for font guidance for other

languages.)

Keep it system friendly. Creating a signature that renders across all email

platforms helps NI achieve its goal of global consistency.

Incorporate key contact information in the signature including phone number

and email address.

An email signature should serve as a virtual business card where your contact

information can be easily accessed.

Include the logo for instant recognition.

Limit additions to the signature to promotion of NIWeek and NIDays only.

This may change over the course of 2018 and 2019. At this time, please do not

include promotion of other events, quotes, or images in order to keep focus on

the NI brand.

NIWeek/NIDays Signature

Your Name

Title

National Instruments

o office number

m mobile number

e jon.doe@ni.com

May 22–25, 2017 | Austin, Texas


Trademarks and Product Naming

Respect and protect the NI

and LabVIEW logos.

Do not

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Use anything but the approved

and provided logo

Attempt to create your own NI or

LabVIEW logo

Reproduce the logo in other colors

Stretch or alter the logo’s proportions

Enlarge or reduce the artwork beyond the next

size provided

Attach anything to the logo

Use part of the logo; it is an integral unit, so

always keep it whole

Use the logo as text

Alter the orientation of the logo

Use the logo in a crowded space

Print on top of the logo

Use the logo as a watermark

Product Naming

New product names must align with our

product taxonomy and the product naming

standards for software and hardware outlined at

niweb.natinst.com/productnaming. For products

that don’t fit the taxonomy, consult Trisha

McDonell at trisha.mcdonell@ni.com to create a

proposal for how to alter or add to the taxonomy. In

all product names, descriptions, and marketing

material, ensure correct use of terms as defined at

niweb.natinst.com/productglossary.

Trademarks

NI applies for registration for distinctive marks, major

new software and hardware products, or other

significant initiatives to build brand awareness,

prevent potential competitors from using an

attractive mark, and distinguish its products from

those already in a given field of industry. Consistent

and correct usage of NI trademarks is essential to

protecting our trademarks. Any deviation from the

guidelines in this manual could result in the loss of

our legal right to use our marks and logos. To see

the complete list of NI trademarks, visit

ni.com/trademarks.


Legal Checklist

The following guidelines and best practices must be

followed when creating any NI-branded collateral or

materials. The checklist provides important references

and necessary steps that you must follow to avoid legal

action from outside parties. If you have legal questions

or concerns with any request for new collateral, contact

the resource listed below for clarification.

Contact

Pete Smits

Senior Intellectual Property Counsel

pete.smits@ni.com

❑❑

❑❑

❑❑

❑❑

❑❑

❑❑

Be mindful of permissions when capturing

images of individuals at public events—especially

with public figures

Be mindful of Rights Managed or Royalty Free

agreements for all stock photography or video

Do not use third-party images/video without a

signed agreement (for example, images obtained

from Internet search engines)

Be mindful of third-party images/video that

require proper credit or bylines

Do not create or imitate the likenesses of other

company brands, trademarks, or logos

Be mindful of shooting or recording subjects or

products bearing logos of companies for which

NI does not have written permission to use

or endorse

❑❑

Investigate local laws regarding third-party

copyright and trademark usage

To obtain any of the following necessary documents,

please email photostudio@ni.com:

❑❑

❑❑

❑❑

❑❑

Signed Agreement between NI and Vendor (giving

NI ownership of materials)

Signed Model Release (separate forms for minors

and adults)

Signed Location/Company Agreement (allowing

shoot to take place at the company and releasing

the ownership of the images to NI)

Do not use imagery pulled from the web (i.e.

Google Images, etc.) due to legal restrictions


Contacts and Resources

All marketing material must conform to these brand and identity guidelines. If you have a general question, email creative.project.management@ni.com or visit the Brand

and Identity NI Talk page at nitalk.jiveon.com/groups/marketing-resources. For specific questions and requests, contact the appropriate Marketing representative listed

below.

Creative and Identity

Trademarks and Product Naming

Logo Usage

Meredith DeLeon

Senior Group Manager, Global Creative Group

meredith.deleon@ni.com

Rodney Hargrave

Senior Content Specialist, Global Creative Group

rodney.hargrave@ni.com

Alex Fuller

alex.fuller@ni.com

Jessica Crowley

Art Director, Global Creative Group

jessica.crowley@ni.com

ni.com Branding

Brent Burden

Web Art Director, Web Content Group

brent.burden@ni.com

Additional Resources

■■

Global Events Playbook—nitalk.jiveon.com/groups/corporate-design-group

■■

Marketing Collateral Playbook—nitalk.jiveon.com/groups/corporate-design-group

■■

Corporate PowerPoint Template—nitalk.jiveon.com/docs/DOC-396769

■■

Icon Library—nitalk.jiveon.com/docs/DOC-345704

■■

NI Marketing Style Guide: Editorial Guidelines for Copy—nimarketingstyleguide.com (username: styleguideguest, password: Nati2017style!)

Other Useful Links

■■

To view the most recently completed corporate and product marketing projects, visit nitalk.jiveon.com/groups/corporate-design-group.

■■

To obtain more information and view ongoing discussions about the NI brand, visit nitalk.jiveon.com/groups/marketing-resources.

■■

To obtain more product naming and trademark information, visit niweb.natinst.com/productnaming.

©2018 National Instruments. All rights reserved. Analog Office, A National Instruments Company, AWR, AWR Design Environment, AXIEM, BEEcube, CVI, DIAdem, Digilent, Ettus Research, LabVIEW, Microwave Office, National Instruments, NI, ni.com,

NI TestStand, NI VeriStand, NIWeek, and Planet NI are trademarks of National Instruments. The mark LabWindows is used under a license from Microsoft Corporation. Windows is a registered trademark of Microsoft Corporation in the United States and

other countries. Other product and company names listed are trademarks or trade names of their respective companies. A National Instruments Alliance Partner is a business entity independent from National Instruments and has no agency, partnership,

or joint-venture relationship with National Instruments.

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