From CNET: TP-Link, maker of routers and networking equipment, announced a brand redesign today. Why? Because the company wants to be thought of as a home lifestyle brand, according to a conversation CNET had with TP-Link's president and chairman Jeffrey Chao.
TP-Link has been making routers and other home networking equipment in the US for years, and has 13.1 percent of the American networking market. Netgear leads the way in the US. But for a company that has over 40% of the global market share according to IDC, that's not enough.
TP-Link's new logo is part of a focus shift to smart home: the company's investing in R&D for smart home products in the US, and launching a smart home-focused IOT router and smart light bulbs in the new few months. TP-Link's existing smart home app, Kasa, works with Amazon's Alexa. TP-Link also makes smart plugs, and developed the Google OnHub router last year. The company has a continuing relationship with Google that Chao did not discuss further.
According to Chao, "we're embarking on a new journey to meet the needs of today's connected lifestyles." He demonstrated the logo to CNET, and explained the changes: the color scheme is new, the curved logo of circle and arrow-point is meant to represent the user interacting with the company.
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