TP-Link Unveils New Branding

With over twenty years of networking device development under its belt, the marketing gurus over at TP-Link have decided it’s time for a brand do-over. Today, the company is taking the wraps off a new corporate identity, that’ll feature across its website, social media channels, product packaging and in-store displays.

In comes a new tagline, “Reliably Smart,” which provides a nod towards TP-Link’s evolution from pure networking specialism into a broader range of smart home solutions.  There’s a new company logo, brand palette and logotype too – the days of capitalisation are over, as “TP-LINK” becomes “TP-Link”.


“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.”


Expect to see the new identity roll out on the company’s digital touchpoints from today, while TP-Link’s new branding will also be showcased at next month’s IFA trade show in Berlin.

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