TP-Link was founded in 1996 by two brothers, Zhao Jianjun and Zhao Jiaxing to produce and market a network card they had developed. The company name was based on the concept of "twisted pair link" invented by Alexander Graham Bell, a kind of cabling that reduces electromagnetic interference, hence the "TP" in the company name. In 2007, the company moved into its new 100,000-square-meter headquarters and facilities at Shenzhen's Hi-Tech Industry Park. TP-Link USA was established in 2008. In September 2016, TP-Link unveiled a new logo and slogan, "Reliably Smart"; the new logo is meant to portray the company as being a "lifestyle"-oriented brand as it expands into smart home products.