Something missing in Staples’ reinvention?

Office-products retailer Staples wants to be known for more than staples, so the company has gone “L”-less on its signs.

Some advertising is replacing the “L” fashioned from a staple with other products it sells that aren’t traditional office supplies, The New York Times reports.

Staples says it’s all part of the company’s reinvention.

And Staples is supporting the ad campaign via Twitter at @Staples and the hashtag #WhatTheL.