Skip to main content

TP-Link rebrands to focus on consumers, boosting market share in U.S.

TP-Link AC3150
Bill Roberson/Digital Trends
TP-Link is a well-known brand for those in the tech industry, but step outside the bubble and you’ll find that the average Joe saying “TP-what?” It’s a part of the reason the Chinese company, which primarily manufactures routers, is revisualizing its logo and brand. Both have hardly changed since the company was founded in 1996.

Like most rebrandings these days (hint, hint, Mastercard), TP-Link is now all lowercase. Replacing its long-standing motto “the reliable choice” is a logo of an intertwined T and P. The original “TP,” if you didn’t know, stands for twisted pair — the name of the wiring technique used to negate electromagnetic interference.

TP-LINK_logo
Old logo Image used with permission by copyright holder

But creating a brand that can resonate and immediately be identified with people is just a part of the process. The company, which has a strong global presence and is celebrating its 20th anniversary, wants to surpass Netgear and become the top networking brand in the U.S. To do that, TP-Link’s trying to reenvision itself as a consumer lifestyle company.

tplink
New logo Image used with permission by copyright holder

“We’re spending a lot of our energy, resources, and effort on the smart home category,” Jeffrey Chao, chairman and CEO of TP-Link tells Digital Trends. “We’re transitioning … into a consumer lifestyle category.”

That means investing in a rapidly rising team dedicated to marketing, research and development stationed in the U.S., such as a new smart home business unit that recently opened in California. Chao says TP-Link’s market share in the U.S. is trailing behind other global markets, but he vows to bring it to the top.

The company has already been aggressively making its way into the smart home category with a variety of products available. We can expect to see more smart home sensors and smart cameras coming later this year, and TP-Link will also unveil a smart router with an Internet of Things hub built in.

And to stay on top of the competition, TP-Link is one of the launch partners with Google Home. The company’s smart home devices will be supported by the search giant’s upcoming home voice assistant.

The Chinese company partnered with New York-based design company FutureBrand for its logo, and the T and P aren’t just intertwined.

“T means TP-Link company itself; this so-called P represents the consumers — that means this company is focused on consumers,” Chao said.

The T forms an arrow pointing towards the P, which represents the consumers. The lowercase logo is meant to make the company more approachable. This also includes a new teal color that will envelope TP-Link’s product packages. TP-Link’s website has also undergone a visual redesign for a cleaner, more modern look.

Editors' Recommendations

Julian Chokkattu
Former Digital Trends Contributor
Julian is the mobile and wearables editor at Digital Trends, covering smartphones, fitness trackers, smartwatches, and more…
This Tineco cordless vacuum is 35% off in Amazon’s Big Spring sale
Cleaning the carpet using the Tineco Pure One S11 Spartan cordless vacuum.

The Amazon Big Spring sale brings with it some great cordless vacuum deals. Right now, you can buy the Tineco A11 Pet Cordless Stick Vacuum for $189 meaning you save a huge $101 off the regular price of $290. The 35% saving is a pretty huge one and one that’s likely to not stick around for long given the sale is very limited. Check it out now by hitting the button below or read on while we take you through what you need to know about it.

Why you should buy the Tineco A11 Pet Cordless Stick Vacuum
Sure to be one of the best cordless vacuums for many pet owners, there’s plenty to appreciate about the Tineco A11 Pet Cordless Stick Vacuum. It has a 450W rated motor which is suitable for both carpets and hard floors. It has a specially designed brush that is designed to target hair messes as well as trap hairs without wrapping it among the brush. That makes it easier for you to clean the vacuum as well as tidy up around the home. Hair tangles are one of the most irritating parts of cleaning up a home with pets so that’s one key issue solved.

Read more
Roborock S8 MaxV Ultra vs. Roborock S8 Pro Ultra: Which is the best robot vacuum?
The Roborock S8 MaxV Ultra placed in its dock.

The Roborock S8 MaxV Ultra and Roborock S8 Pro Ultra share a lot of similarities -- the least of which is their brand name. Along with the capacity to vacuum and mop in a single cleaning cycle, the two robots can automatically empty their dustbins and clean their dirty mops once the cycle is complete. That alone makes them two of the best robot vacuums on the market.

But while there are plenty of similarities between the S8 MaxV Ultra and S8 Pro Ultra, there are a few key differences that could make one better for your home than the other. From pricing and vacuuming power to navigational skills and more, here's a comprehensive look at the Roborock S8 MaxV Ultra and Roborock S8 Pro Ultra.
Pricing and availability

Read more
How to fix a Ring doorbell that won’t chime
Person installing Ring video doorbell

While Ring does make some of the best video doorbells, they aren't immune to issues with their chime. This issue is, after all, at the top of the list when it comes to video doorbell problems. But, if your Ring won't ring what should you do? We break down the procedure to get your Ring video doorbell back in action, with a step-by-step approach to troubleshooting this issue.

Read more