TP-Link - Brand Guidelines

TP-Link Guidelines 1
Brand Guidelines
Brand Guidelines 4 Introduction 66 Icons

68 Overview
6 Brand Platform 69 Visual Principles
8 Positioning 70 Misuse
9 Personality 71 Colors
10 Logo 72 House Infographics

12 Our Symbol’s Story 74 Overview
14 Primary 76 Infographics on TP-Link Teal
18 Clearspace & Minimum Size 78 Infographics on the Tier Colors
20 Logo Matrix 80 Infographics for Range Extender
22 Misuse 82 Infographics for Website
24 Tagline
26 Logo Tagline Lockups 84 Photography
28 Partnership Lockup 86 Overview
88 Lifestyle
30 Typography 90 Product
32 Primary
34 System 92 Website
94 Overview
36 Colors
38 Brand Colors 96 Appendix
97 TP-Link File Naming
40 Graphic Elements 98 Contact Brand Team
42 Overview
44 Framing
52 Arrow Flurry
56 Repeat Patterns
TP-Link Guidelines 4 INTRODUCTION TP-Link Guidelines 5
Introduction Welcome to TP-Link’s brand guidelines. We

created this document to clarify TP-Link’s
new brand identity for the designers of all our
internal and external communications. We
want to help you understand the big ideas
of our brand’s positioning and personality,
as well as the usage details of our logo,
type, colors, and other design elements.
By following these guidelines, you’ll help
reinforce our new commitment to simplicity
that powers achievement.
TP-Link Guidelines 6 BRAND PLATFORM TP-Link Guidelines 7
Brand Platform Our brand platform consists of the ideas and

values that inform everything we do. The visual
guidelines in this document have been created
to reinforce these ideas and values.
Communication can be understood as a

product of what we say and how we say it.
Our positioning statement, which defines our

goals in relation to our customers’ needs, is
the “what.” Our personality statement, which
defines our attitude and tone, is the “how.”
BRAND PLATFORM TP-Link Guidelines 8 BRAND PLATFORM TP-Link Guidelines 9
Positioning Personality
Simplicity that Smart Dynamic Intuitive
powers achievement Is:

Detail-oriented
Is:
Progressive
Is:
Simple
Thoughtful Agile Seamless
Modern life is a complex puzzle of multitasking data and
decisions across devices, leaving you frazzled and challenged
Thinking ahead Forward Human
to get the most out of your day.
Is not: Is not: Is not:

TP-Link is the master of managing this complexity, providing
innovative solutions that help you streamline your life and
achieve more. Our corporate investments in R&D, in-house
design, and industry-leading engineering and support teams
put you and your daily needs front and center.
Complex Aggressive Childish
TP-Link brings all the moving parts of your day together, Impractical Frenetic Inflexible
Strained Restless Impulsive
putting you in control and leaving you effortlessly connected
so you can accomplish more in your day.
TP-Link Guidelines 10 LOGO TP-Link Guidelines 11
Logo Our new logo is the centerpiece of our brand

identity. It anchors the look of our visual
communication to our core principle: simplicity
that powers achievement.
Our logo is the most focused, powerful,

singular representation of our company. In
protecting the integrity of our logo, we protect
the integrity of our brand.
LOGO TP-Link Guidelines 12 TP-Link Guidelines 13
Our Symbol’s Story
Our new logo works as a monogram, with its stylized

T and P forms, and as a symbol, which integrates an
arrow and a circle.
As a symbol, our logo embodies our central brand

idea, “simplicity that powers achievement.” The arrow
pointing to the center of the circle indicates our
commitment to putting our customers at the center of
everything we do.
The circle
The circle itself, along with the other

rounded forms used in our visual
identity, conveys our commitment to
intuitiveness, and human-centric design.
The arrow
The arrow conveys our dynamism

and sense of purpose. This form is
repeated in many elements across
our visual identity.
LOGO TP-Link Guidelines 14 LOGO TP-Link Guidelines 15
Primary
There are two primary versions of the logo: positive and

reverse. These versions give designers flexibility to use brand
colors while working with different backgrounds.
The ideal use of the positive logo is on white, for a clean look.
The ideal use of the reverse logo is on TP-Link Teal.
This is the standard logo usage, which best reinforces the

brand color.
Click HERE to download.
Primary logo positive version

LOGO TP-Link Guidelines 16 TP-Link Guidelines 17
1-color positive version Primary logo reverse version

Clearspace &
Minimum Size
It’s vital to preserve the integrity of the TP-Link logo across Clearspace
all uses.
Minimum clearspace
Clearspace is the area surrounding the logo that must be

kept free of any text or graphic elements. To help maintain
visual impact on all our communications, always allow for
generous space around the logo.
Minimum clearspace is measured by the size of the logo’s

arrow symbol. The arrow’s height and width are identical.
Minimum size
Legibility of the logo is crucial. The logo must always be

sized large enough to be read easily.
The minimum height of the logo, measured from the top to

the bottom of the symbol, is 0.25 inches (6.5mm) for print
and 22 pixels on-screen. However, the logo should be larger
than the minimum size whenever possible.
Minimum print size Minimum screen size
0.25 in / 6.5mm 22px

Logo Matrix
There is a logo with a registered mark and one without a TP-Link horizontal logo with a registered mark TP-Link symbol ONLY
registered mark.
The use of the symbol on its own is only permitted for use on
the TP-Link company site and/or App icon.
Registered and unregistered logo usage
EXAMPLE
If the logo appears only once, use the variation of the logo
with the registered mark.
If the logo will appear more than once, use the logo with the
registered mark in one location, all other appearances of the
logo should be the variation without the registered mark. X
TP-Link vertical logo
Packaging logo usage The use of the TP-Link vertical logo on its own is permitted
X
only on product hardware.
With regard to packaging, the logo with the registered mark
must appear on the backside of the package. The logo TP-Link horizontal logo without a registered mark
without the registered mark should be used on all other sides
of the packaging.
X
X X X
Registered logo usage at minimum size
When employing the logo at minimum size, use a larger

TP-Link in text
registered mark, as shown below:
TP-Link
When writing “TP-Link” in communication body copy, please
use uppercase and lowercase letters. The only exception is
website addresses, where lower case is used exclusively.
In body copy

Misuse
As the central symbol of our brand, the TP-Link logo must

not be altered, distorted, obscured or used as raw material
for off-brand designs. Please resist temptations to do any
of the following:
Lorem ipsum dolor sit amet,
doluptat ped untiis ipit
Router dipsapienis alit quam.
Do not use colors outside the TP-Link Teal, black or white. Do not lock up text to the logo or create logo lockups. Do not use logo in text and/or as a read-through. Do not add drop shadows to the logo. Do not put logo in a holding shape. Always ensure proper legibility.
Do not rotate or crop the logo without brand Do not distort or alter logo artwork in any way. Do not outline or use logo in outline form. Do not add graphics to the logo. Do not create a pattern with the logo. Do not reproduce logo using the TP-Link palette tints.
team approval.
Tagline
Our corporate tagline “RELIABLY SMART” can appear in

TP-Link Teal ,1-color positive and 1-color reverse. The tagline
must not be modified or replaced with any other text.
Tagline TP-Link Teal
Do not distort or alter logo artwork in any way. Do not put tagline in a holding shape. Always ensure proper legibility.
Clearspace 1-color positive 1-color reverse

!
Do not add graphics to the tagline. Do not use colors outside the TP-Link Teal, black or white. Do not reproduce the tagline using the TP-Link
palette gradient.
Logo Tagline Lockup
When executing, the logo tagline lockup should be used in at

least one forward-facing or otherwise prominent location.
Lockup Guide
The “R” in “Reliably” should line up with the outer edge of

the stem of the “P” in “TP-Link.” The baseline of “Reliably
Smart” rests on the baseline of the arrow motif.

Partnership Lockup
Partner logos cannot descend below the baseline Partnership Lockup

established by the typeface of the “TP-Link” logo, and
any lowercase type of the partner logo cannot ascend
above the X-height of the typeface of the “TP-Link” logo.
See guides below for further clarification.
Clearspace
2.5px
171px
TP-Link Guidelines 30 TYPOGRAPHY TP-Link Guidelines 31
Typography Type carries our message while also

enhancing it.
For our primary typeface, we have chosen

Aktiv Grotesk to complement the simple and
dynamic design of our logo.
Designed by Dalton Maag, Aktiv Grotesk

(grotesk = sans serif) conveys simplicity,
innovation, precision, and authority, without
losing a sense of warmth.
Aktiv Grotesk’s exceptional legibility and

personality meet the needs of all our
branded communications.
RUNNING EXACTLY
TYPOGRAPHY TP-Link Guidelines 32
HOW YOU WANT IT,
SO YOU CAN FOCUS ON

Primary
WHAT MATTERS MOST.
Aktiv Grotesk works well for large areas of text, creating an

even rhythm and texture, and can also make a statement at
Aktiv Grotesk Light
TP-LINK INSPIRES
CONFIDENCE AND
larger type sizes. It’s also ideal for use in a digital environment.
Aktiv Grotesk comes in four weights, meaning the single-font
family can be used for all type applications, from headlines to
body copy.
PEACE OF MIND.
Aktiv Grotesk Regular
WE HELP KEEP
EVERYTHING IN YOUR LIFE
Aktiv Grotesk Medium
RUNNING EXACTLY
HOW YOU WANT IT,
Aktiv Grotesk Bold
SO YOU CAN FOCUS ON
WHAT MATTERS MOST.
Aktiv Grotesk TP-LINK INSPIRES

CONFIDENCE AND
RUNNING EXACTLY
TYPOGRAPHY TP-Link Guidelines 34 T YPOGRAPHY
HOW YOU WANT IT,
System
SO YOU CAN FOCUS ON
WHAT MATTERS MOST.
In some instances, including Microsoft® Office and online

applications, Aktiv Grotesk may not be available. Arial
Arial Regular
TP-LINK INSPIRES
should then be used as a substitute, in regular, bold, italic
and bold italic. CONFIDENCE AND
PEACE OF MIND.
WE HELP KEEP
Arial Italic
EVERYTHING IN YOUR LIFE

Arial Bold
RUNNING EXACTLY
HOW YOU WANT IT,
Arial Bold Italic
SO YOU CAN FOCUS ON
WHAT MATTERS MOST.
Arial TP-LINK INSPIRES

CONFIDENCE AND
TP-Link Guidelines 36 COLOR TP-Link Guidelines 37
Color Our brand colors immediately distinguish us

from our competitors. These colors are unique
in our field, head-turning, and offer a perfect
balance of calm, freshness and vitality.
COLOR TP-Link Guidelines 38 TP-Link Guidelines 39
Brand Colors
TP-Link Teal
Pantone 2227 C / U
CMYK 63 / 0 / 23 / 0
RGB 74 / 203 / 214
HEX #4ACBD6
Our primary palette consists of just two colors: TP-Link Teal Accent colors
and TP-Link Yellow. Teal is dominant; yellow is complementary.
These colors must be used only on
Teal conveys calm, ease and simplicity. Yellow conveys white backgrounds:
progress, achievement and energy.
If there are only two colors, the second color must be TP-Link
Yellow. If there are three or more colors, accent colors from the
below palette may be used.
With the exception of packaging, accent colors may be only

used against white backgrounds. They are useful for complex
layouts that involve icons and infographics.
Primary brand color relationship
Yellow can be used on both TP-Link Teal and White backgrounds.
The general color relationship between Teal and Yellow within TP-Link Yellow TP-Link Navy Blue TP-Link Maroon TP-Link Dark Green
any single composition should not exceed the following ratio: Pantone 1225 C / 114U Pantone 2735 C / Pantone 675 C / 227 U Pantone 3165 C / 3155 U
CMYK 0 / 22 / 100 / 0 Reflex Blue U CMYK 35 / 100 / 35 / 0 CMYK 100 / 0 / 22 / 64
RGB 255 / 203 / 0 CMYK 100 / 100 / 0 / 0 RGB 193 / 28 / 102 RGB 0 / 85 / 100
85% HEX #FFCB00 RGB 37 / 13 / 113 HEX #C11C66 HEX #005564
HEX #250D71
15%
TP-Link Cyan Blue TP-Link Dark Gray TP-Link Light Gray
Pantone Process Cyan C / U Pantone 432 C / Black 6U Pantone Cool Gray 6 C / U

CMYK 100 / 0 / 0 / 0 CMYK 77 / 61 / 54 / 41 CMYK 0 / 0 / 0 / 40
RGB 0 / 163 / 223 RGB 54 / 68 / 75 RGB 167 / 169 / 172
HEX #00A3DF HEX #36444B HEX #A7A9AC
TP-Link Guidelines 40 GRAPHIC ELEMENTS TP-Link Guidelines 41
Graphic Elements Graphic elements accentuate content and

reinforce visual branding. They also add
balance and visual dynamism.
GRAPHIC ELEMENTS TP-Link Guidelines 42 GRAPHIC ELEMENTS TP-Link Guidelines 43
Overview
Our three categories of graphic elements are framing, arrow Framing Arrow flurry Repeat patterns
flurry, and repeat patterns. These elements may be used to
brand objects or promotional communications.
They are intended to provide designers with a choice of

graphic devices suitable for different types of content,
i.e. headline copy, product images, etc.
LOREM
IPSUM
DOLOR
SIT AMET
Framing - How to Frame Text

Typography
Framing, with the arrow shape derived from the logo, accents and STEP 01 Size of the arrow
sets apart text blocks and images. This specific arrow is the only
shape that should be used. It must always be TP-Link Yellow.
X A The arrow device should be sized equal to the vertical
height of the message copy font size. Please always use
an uppercase letter when establishing this measurement.
Typography
Blocks of type are always framed with a square of equal-sized

arrows. A virtual box that surrounds the type block should be
extended on the right or the bottom to a perfect square shape.
The arrows should surround this box with clearspace equal to
two additional arrows. X
lorem STEP 02 Draw a perfect square
ipsum Please draw a perfect square around your message copy.
dolor
lorem
STEP 03 Placement of arrows
ipsum Please place the arrows at each corner of the perfect

square. Please also observe the distance rule illustrated by
dolor the dotted arrows.
Framing - How to Frame

Product Product Image
Framing, with the arrow shape derived from the logo, accents and STEP 01 Size of the arrow
X
sets apart text blocks and images. This specific arrow is the only
shape that should be used. It must always be TP-Link Yellow. Draw a rectangle around your product image. After creating this
X rectangle, divide the smallest side in half, draw the arrow motif to
2X fill the height of the divided section.
Product
Product images are framed by a pair of arrows, opposing each

other diagonally. They may be oriented top-left to bottom-right
or top-right to bottom-left. The bottom arrow should always be
70% the size of the top arrow. Clearspace between arrows and
image needs to be determined subjectively. X
X STEP 02 Position the first arrow
Now that the size has been determined, move the arrow to the
corner of the drawn rectangle, creating clearspace between the
arrow and the product.
STEP 03 Add the second arrow

X
Add the second arrow, sizing it at 70% of the first, larger
arrow. Ensure that there is clearspace between the arrow and
the product.
0.7 X
0.7 X
Framing - How to Frame

Switch Switch Image
Switch STEP 01 Size of the arrow

X
The unique shape of switches in our product line requires a Draw a rectangle around your product image. After creating this
slightly different set of rules. X rectangle, fill the height of the rectangle with the arrow motif.
X
STEP 02 Position the first arrow
Now that the size has been determined, move the arrow to the
corner of the drawn rectengle, and repeat the arrow once to
create clearspace between the arrow and the product.
STEP 03 Add the second arrow
Add the second arrow, sizing it at 70% of the first, larger

0.7 X
arrow. Ensure that there is the same double-arrow clearspace
between the arrow and the product.
0.7 X
Framing - Framing -
Color Color Usage
Our rules for graphic-element color usage are simple. When

framing with the arrow motif, always use TP-Link tier colors.
Loren
Ipsum
Colors to use for graphic elements
EXAMPLE: WEB BANNER When overlaying one color on top of the teal color, the overlay EXAMPLE: MAGAZINE SPREAD When using one color to accompany the teal color but
color must be the tier colors. not on top of it, the accompanying color must be one single tier color.
Loren
Ipsum
DO NOT: WEB BANNER When overlaying one color on top of the teal color, the overlay DO NOT: MAGAZINE SPREAD When using one color to accompany the teal color but not on
color must not be any other accent color. top of it, the accompanying color must not be any other accent color.
Arrow Flurry
The arrow flurry is intended to fill blank space, anytime

there’s a need for visual balance or greater emphasis on the
look of the brand.
36%
TP-Link Teal
The arrow flurry should not be used as a background for
other visual or text elements. 100% 36%
TP-Link Yellow TP-Link Teal
The arrow flurry needs clearspace on all four sides, equal to
80%
the height or width of the second-largest arrow (which is the TP-Link Teal
lowest arrow in the group).
36%
TP-Link Teal
Don’t place the flurry in a way that obstructs subjects 60%
TP-Link Teal
in the photo.
80%
TP-Link Teal
60%
TP-Link Teal
36% 36%
TP-Link Teal TP-Link Teal
GRAPHIC ELEMENTS TP-Link Guidelines 54 TP-Link Guidelines 55
Arrow Flurry -
Color
The arrow flurry pattern can be used individually as a call out or

repeated. When selecting the right arrow flurry, be aware of
contrast. The arrow should be used to visually guide the viewer.

55%
TP-Link Teal tint
Gradient Repeat Pattern
The repeat pattern can be used as a background texture or to

fill empty space anytime there’s a need to further emphasize
the look of the brand.
The pattern is composed of a grid of TP-Link arrows, in 90%

TP-Link Teal tint
increasing and decreasing sizes, to create a sense of motion.
We also use a gradient effect, using both different tints and
opacities of TP-Link Teal. We demonstrate the results in this
example. However, when creating this artwork for your own
applications you may have to adjust the sizing, tint, or opacity
to achieve the desired results.
Continued page expains how to make the repeat pattern properly.
50%
TP-Link Teal tint
Large
Small
Large
90%
TP-Link Teal tint
Small
How to Make the Gradient

Repeat Pattern
There are two ways to use the repeat pattern. You can Option 1 Step 2. Apply gradient values below:
download the pattern file, or you can make the pattern yourself.
Step 1. Download the pattern file HERE.
Slider 1
Step 2. Open the file and use the pattern from the swatches panel. Opacity: 55%
Location: 0 %
Slider 2
Opacity: 90%
Location: 33%
Slider 3
Opacity: 50%
Location: 66%
Slider 4
Opacity: 90%
Location: 100%
Option 2
Step 1. In Adobe Illustrator, make the repeated arrow shapes different

sizes. Select all the pattern shape.
Step 3. Select gradient tool and apply the gradient onto the shape by dragging
from top to bottom. Then, flatten the pattern (Object > Flatten Transparency).
Lastly, place TP-Link Teal behind the pattern.
Gradient Repeat Pattern

- On Color
In additional to the teal repeat pattern device, designers can

utilize a navy, light gray or dark gray color alternative when
emphasizing brand awareness.
Darker and more neutral colors are useful when speaking to a

business-driven audience. Repeat patterns can be used as
backgrounds, texture or to fill empty space.

Solid Repeat Pattern

- On Color
The solid arrow pattern is an alternative to the repeat

pattern. This element is more subtle and stable when
placed behind copy, product shots or when layered with
other graphic assets.
When chosing a color option for the solid arrow pattern

be aware of high contrast and legibility.

Contrasting Repeat Pattern

- On Color
The contasting arrow pattern is bold and meant to draw

attention. These patterns should be used sparsely and with
intent. This pattern can be coupled with other graphic elements
to create illustrative diagrams or supportive imagery.
Example
TP-Link Guidelines 66 ICONS TP-Link Guidelines 67
Icons Our proprietary icons communicate

simply and efficiently, while embodying our
brand’s personality.
By conveying technical ideas visually, icons

work across cultures and languages.
ICONS TP-Link Guidelines 68 ICONS TP-Link Guidelines 69
Overview Visual Principles
The following icon examples are entirely suggestive and Principle #1 Principle #2 Principle #3
intended to demonstrate a visual style for product claims,
benefits, and features. They do not depict anything specific
but are intended to communicate technology-related subjects.
Click HERE to download icon examples.
One color Percentage of negative space Simple shapes
Icons should be produced in one single color. Use the There should be enough negative space with the Icons should be drawn as a simple iconic
brand color palette for these colors. Do not add any positive space. representation. Do not use unnecessary detail.
drop shadows or effects.
Principle #4 Principle #5 Principle #6
Orientation of shapes Curved & hard edges Use of the arrow
Do not let the icon become too narrow Whenever possible, all icons should use a mixture Icons can use the TP-Link arrow whenever the form
on the horizontal dimension. of curved and hard edges on all shapes. of the composition allows. This a pplication is not
mandatory o n all icons or illustrations.
Exception: This principle is not necessary
if a shape does not require any straight lines,
such as this icon.
ICONS TP-Link Guidelines 70 ICONS TP-Link Guidelines 71
Misuse Colors
Like all elements in our visual system, our iconography must All TP-Link colors can be used for icons on a white
be used consistently in order to ensure a clear connection to background, a reverse white icon can also be used on
our brand positioning and personality. You can help ensure TP-Link brand colors, and colored icons can be used
consistency by familiarizing yourself with what to avoid when on the solid colors outlined below.
using iconography.
Do not create an outline version. Do not use more than one color. Do not add too much detail to the icon - it should be
simplified and representational.
Do not use a drop shadow effect. Do not use color gradient effects inside the icon. Do not always use at least one rounded edge on any
single shape.
TP-Link Guidelines 72 PACKAGING INFOGRAPHICS TP-Link Guidelines 73
House Infographics Infographics communicate complex ideas

simply and efficiently, while embodying the
brand’s personality.
PACKAGING INFOGRAPHICS TP-Link Guidelines 74 PACKAGING INFOGRAPHICS TP-Link Guidelines 75
Overview
Our infographic style is similar to our icon style: simple,

abstract, single-colored and with a balance of rounded and
squared shapes. The following guidelines are just for
packaging use, except with special explanation.
Using round shape rather than sharp or squared shape.

Using two colors maximum. The house and devices on teal
background. Using the distinguish color of the packaging for TL-WPA8630
TL-WPA863 0P
the house, such as TP-Link green / TP-Link blue. All the

furnitures should use the TP-Link Blue with low transparence.
Other colors
2.4G should use the TP-Link Yellow;

5G should use the TP-Link Cyan;
The powerline should use the TP-Link Yellow.
INTERNET
INTERNET
ROUTER
4k
Infographics
on TP-Link Teal
Tier A
TL-WPA863 0 P TP-Link
Yellow
70% opacity
Infographics on packaging should conform to the following

color palettes. Please see the section on brand colors (p.38)
for details on the palettes and the section on packaging
INTERNET
TP-Link TP-Link White

infographics for details on the varying tiers. Dark Green Cyan blue
4k
80% opacity 40% opacity
ROUTER
Tier B
Navy Blue
70% opacity
INTERNET
TP-Link White
4k Cyan Blue
40% opacity
ROUTER
Tier C
Dark Green
70% opacity
INTERNET
TP-Link White
Cyan Blue
4k
ROUTER
40% opacity
Infographics
on the Tier Colors
Only for houses appear on background that is the tier colors.

The outline of houses should all use 70% TP-Link Teal,
furnitures should all use 40% TP-Link Cyan, devices should all
use 70% of the background color.
Fast and Reliable Wi-Fi for Everyone Internet from any Power Outlet
The Archer C8 turns all your smart home dreams into reality.
Its strong, stable 2.4GHz band delivers wireless speeds of up to 450Mbps, making it ideal for supporting smart home The AV1000 Powerline Adapter Starter Kit brings Internet to wherever there is a
devices, like network cameras and smart switches, as well as standard online tasks, such as checking email, browsing
power outlet using your home’s electrical wiring.
social media, and listening to music.
The 5GHz band achieves wireless speeds of up to 1300Mbps to support even the most demanding entertainment
applications, allowing you to stream HD video, play online games, and video chat at the same time without lag or 2.4GHz 300Mbps xxxMbps Powerline
dropped connections.
5GHz 433Mbps Ethernet
2.4GHz 450Mbps
5GHz 1300Mbps
TL-WPA863 0 P
4k
INTERNET
ROUTER
TL- PA8 010 P
The enhanced 800MHz dual-core CPU acts as a power source for the router, make sure all the network applications running
perfectly even in a crowed home network.
PACKAGING INFOGRAPHICS TP-Link Guidelines 80 INFOGRAPHICS
PACKAGING INFOGRAPHICS TP-Link Guidelines 81
Infographics
for Range Extender
Only for Range Extander packaging usage.

The outline of the house should use 70% TP-Link Teal, the
furnitures should use 40% TP-Link Cyan, and the devices
should use 70% of the background color
2.4GHz 450Mbps
5GHz 1300Mbps 4k
4k
2.4GHz Wi-Fi
4k
Existing Wi-Fi Coverage
Extended Wi-Fi Coverage

PACKAGING INFOGRAPHICS TP-Link Guidelines 82 PACKAGING INFOGRAPHICS
INFOGRAPHICS TP-Link Guidelines 83
Infographics
for Website
The shape of the outline of the house should stay the shame
with houses used on packagings, but you could choose color
from our brand color to use. such as the color of the right is
50% TP-Link Light Gray.
Use regular graphics to form the elements of the house, do not

recommend using pen to draw it directly.
Except graphics regarding devices (please use low opacity),

and please use TP-Link Gray with low opacity.
TP-Link Guidelines 84 PHOTOGRAPHY TP-Link Guidelines 85
Photography Photographs show more than we can tell.

The photography we use in advertising and
packaging should reflect our values and our
brand personality.
Lifestyle photographs emphasize our focus

on simplifying and empowering our
customers’ lives.
Our product photography should emphasize

clarity, simplicity and effortlessness.
PHOTOGRAPHY TP-Link Guidelines 86 PHOTOGRAPHY TP-Link Guidelines 87
Overview
This section provides an overview of our approach to both

lifestyle and product photography.
Lifestyle photography Product photography

Lifestyle
When using photography, use people-focused images,

depicting honest and authentic lifestyle. These images should
feature people engaging with technology in everyday life.
The styling should be contemporary and bright, and represent

a positive home life.
Product
Our product photography, in addition to illustrating the product

clearly, should create a sense of friendliness, approachability
and effortlessness.
Angle
Product facing left side is ideal when it is on the plain

background by itself. Also, product should be slightly below the
eye level, but standing products with height can be at about
the eye level. Moreover, the product should be slightly angled
so both its front and side can be seen. Additionally, the product
image needs to cast a shadow without any reflections.
HORIZONTAL LINE (EYE LEVEL)

TP-Link Guidelines 92 WEBSITE TP-Link Guidelines 93
Website Our website design is our most consumer-

facing brand touchpoint, and therefore must
always embody the core traits of our brand
personality—smart, dynamic, intuitive.
WEBSITE TP-Link Guidelines 94 WEBSITE TP-Link Guidelines 95
Overview www.tp-link.com
Our home page will be an introduction of our brand to many of

our customers. It should always be informative, with clear and
precise messaging.
Favicon
The below favicon has a 4px margin on every side from the
edge of the bounding box.
TP-Link Guidelines 96 APPENDIX TP-Link Guidelines 97
Appendix TP-Link File Naming
TPLINK_Name_ST_Black_CMYK.eps
1 2 3 4 5 6
TP-Link Version Size Color Color type File format
• Symbol • ST • Black • PMS • eps

TP-Link Symbol Standard size • White • CMYK Vector artwork
application • Gray • RGB
• LogoH • Color • jpg
TP-Link Logo • SM 300 dpi
in horizontal Small size raster artwork
arrangement application for with a white
smaller sizes as background
• LogoV indicated throught
Logo in vertical these guidelines • png
arrangement 300dpi
• ST(R) raster artwork
• LockupA Standard size with a transparent
Logo with tagline application with background
registered trademark
• LockupB symbol
Logo with tagline
• SM(R)
Small size
application with
registered trademark
symbol
APPENDIX TP-Link Guidelines 98 TP-Link Guidelines 99
Contact Brand Team
Contact the brand management team at

marketing.hq@tp-link.com with questions or
for assistance.
www.tp-link.com
www.tp-link.com

TP-Link - Brand Guidelines

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

TP-Link - Brand Guidelines

Uploaded by

Copyright:

Available Formats

TP-Link Guidelines 1

Brand Guidelines 4 Introduction 66 Icons

10 Logo 72 House Infographics

Introduction Welcome to TP-Link’s brand guidelines. We

Brand Platform Our brand platform consists of the ideas and

Communication can be understood as a

Our positioning statement, which defines our

Simplicity that Smart Dynamic Intuitive

powers achievement Is:

Is not: Is not: Is not:

Logo Our new logo is the centerpiece of our brand

Our logo is the most focused, powerful,

Our Symbol’s Story

Our new logo works as a monogram, with its stylized

As a symbol, our logo embodies our central brand

The circle itself, along with the other

The arrow conveys our dynamism

There are two primary versions of the logo: positive and

The ideal use of the reverse logo is on TP-Link Teal.

This is the standard logo usage, which best reinforces the

Click HERE to download.

Primary logo positive version

1-color positive version Primary logo reverse version

Clearspace is the area surrounding the logo that must be

Minimum clearspace is measured by the size of the logo’s

Legibility of the logo is crucial. The logo must always be

The minimum height of the logo, measured from the top to

Minimum print size Minimum screen size

0.25 in / 6.5mm 22px

TP-Link vertical logo

Registered logo usage at minimum size

When employing the logo at minimum size, use a larger

Click HERE to download.

As the central symbol of our brand, the TP-Link logo must

Lorem ipsum dolor sit amet,

doluptat ped untiis ipit

Router dipsapienis alit quam.

Our corporate tagline “RELIABLY SMART” can appear in

Click HERE to download.

Tagline TP-Link Teal

Clearspace 1-color positive 1-color reverse

Logo Tagline Lockup

When executing, the logo tagline lockup should be used in at

The “R” in “Reliably” should line up with the outer edge of

Click HERE to download.

Partner logos cannot descend below the baseline Partnership Lockup

Typography Type carries our message while also

For our primary typeface, we have chosen

Designed by Dalton Maag, Aktiv Grotesk

Aktiv Grotesk’s exceptional legibility and

SO YOU CAN FOCUS ON

Aktiv Grotesk works well for large areas of text, creating an

Aktiv Grotesk TP-LINK INSPIRES

In some instances, including Microsoft® Office and online

EVERYTHING IN YOUR LIFE

Arial TP-LINK INSPIRES

Color Our brand colors immediately distinguish us

With the exception of packaging, accent colors may be only

Click HERE to download.

Primary brand color relationship

Yellow can be used on both TP-Link Teal and White backgrounds.

TP-Link Cyan Blue TP-Link Dark Gray TP-Link Light Gray

Pantone Process Cyan C / U Pantone 432 C / Black 6U Pantone Cool Gray 6 C / U