“Over the past 20 years, TP-Link’s R&D team has consistently evolved to meet the needs of our tens of millions of customers. Now, we’re embarking on a new journey to meet the needs of today’s connected lifestyles,” said Jeffrey Chao, chairman and president of TP-Link. “As our product portfolio continues to grow, it is time for our brand to follow suit. We’re excited to introduce the new TP-Link to the world in the coming months and we can’t wait to bring our customers more dynamic products and enhanced experiences.”
The company’s new tagline, “Reliably Smart,” follows the heritage of the former tagline, while emphasising TP-Link’s move into smart products. The new company logo features an arrow pointing to the centre, indicating the company’s commitment to a customer-centric culture that align with the needs of today’s modern customer.
The company has also updated the logo design to all lowercase and the spelling of its name to TP-Link, instead of TP-LINK, bringing it in line with a simpler, more approachable persona. The company will also be releasing new product packaging that improves shopability and a refreshed website for enhanced product clarity. Finally, the new colour palette of the brand has been updated to become energising and inviting, synchronizing with the brand’s new tone.
“Customers today are overwhelmed with a fast-paced, ever-changing technology landscape. They need greater performance to keep up, but are confused by increasing claims about features and functions,” said Brian Meyers, associate strategy director at FutureBrand. “We saw an opportunity to simplify in a way that would empower customer productivity and achievement. The new identity and packaging are meant to build on the reliability of TP-Link in a way that is smart, progressive and human. We believe this new look and feel will help TP-Link take the step from networking homes to connecting consumer lifestyles.”