Visual Development Guide by dingjunhao

02 VISUAL DEVELOPMENT GUIDE

RADIOSHACK

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TABLE OF CONTENTS

BRAND OVERVIEW 05. Brand Overview 08. Brand History 10. RadioShack Logo Timeline

LOGO RESEARCH 14. The Old Mark 16. Competitors Logos

LOGO DEVELOPMENT 20. Logo Sketches 30. Digital Sketches 33. The Final Logo 36. Typography 40. The New Logo Color Patette

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RADIOSHACK

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BRAND OVERVIEW

01 BRAND OVERVIEW

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RADIOSHACK

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BRAND OVERVIEW RadioShack, formerly RadioShack Corporation, is the trade name of an American retailer founded in 1921. Since 2017, General Wireless Operations, Inc. has leased the name from Kensington Capital Holdings and operates primarily as an e-commerce website, a network of approximately 425 independently-owned authorized dealer stores, and as a supplier of parts for HobbyTown. At its peak in 1999, it operated stores in the United States, Mexico, United Kingdom, Australia, and Canada. On February 5, 2015, the company filed for Chapter 11 protection under United States bankruptcy law after 11 consecutive quarterly losses. By then, it was operating only in the United States and Mexico. The following month, General Wireless purchased the assets of the company, including the â&#x20AC;&#x153;RadioShackâ&#x20AC;? brand. General Wireless filed for bankruptcy in March 2017, after claiming its Sprint partnership was not as profitable as expected, and announced plans to close nearly all of their company-owned stores after Memorial Day Weekend of 2017, and shift its business primarily to online.

BRAND OVERVIEW

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RADIOSHACK

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BRAND HISTORY In an alternate universe, RadioShack would rule the world, supplying all of your electronics needs from computers to cellphones, and even making them. But in this world, RadioShack is almost bankrupt, having missed almost every opportunity to be the center of the technology revolution. The story of RadioShack begins with failure. The company, founded in 1921, sold radio parts and surplus supplies by outlet and catalog. But it was almost bankrupt when it was purchased in 1963 by Tandy Corporation, a leather retailer. RadioShack also knew how to ride a wave. During the CB radio craze of the 1970s (you had to be there to understand), RadioShack was the leading retailer of CBs. It was doing so well that at one point, it was opening about three stores a day. RadioShack entered the 1980s poised to be the center of the computer revolution. Indeed, in 1977, the company had introduced one of the first massproduced computers, the TRS-80, and initially outsold Apple using the power of its retail channel and its thousands of locations. Failures abounded. RadioShack phased out its computer business in 1993 along with its circuit board business. That year, too, the company sold its cellphone manufacturing business.

RadioShack had some initial successes with sales in kiosks in Sam’s Clubs, but when RadioShack became too successful, Sam’s Club’s owner, Walmart, took away the contract. And an attempt to sell phones at Target failed. The move to smartphones squeezed RadioShack’s margins, as did cellphone companies’ move to have their own stores. Now, RadioShack is trying again — it tried to rebrand itself in February with a slick $4 million Super Bowl commercial as not the store from the 1980s that you remember. But if RadioShack is not your 1980s store, what is it? In the mid-1990s, the company attempted to move out of small components and into more mainstream consumer markets, focusing on marketing wireless phones. This placed the chain, long accustomed to charging wide margins on specialized products not readily available from other local retailers, into direct competition against vendors such as Best Buy and Walmart. In May 2000, the company dropped the Tandy name altogether, becoming RadioShack Corporation. The leather operating assets were sold to The Leather Factory on November 30, 2000; that business remains profitable.

BRAND HISTORY

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RADIOSHACK

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LOGO TIMELINE

1921

1951

1940

1960

1955

1970

1963

1973

LOGO TIMELINE

1983

2001

1995

2006

2001

2013

2011

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RADIOSHACK

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LOGO RESEARCH

02 LOGO RESEARCH

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RADIOSHACK

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THE OLD MARK

1970–1973 After Radio Shack acquired the Allied Radio Corporation in 1970, their name was changed to Allied Radio Shack. But in 1973, due to a federal court action, Radio Shack was ordered to divest itself from Allied Radio.

1995–2000 Stylized “R” and no space between “Radio” and “Shack”. Also in 2000, Tandy Corporation changes its name to Radio Shack Corporation. Tandy Corporation changes its name to Radio Shack Corporation.

THE OLD MARK

2009–2011 A major change. After almost 90 years, RadioShack changes (rebrands) its name to “THE SHACK”.

2015– Apparently, “THE SHACK” company name and logo didn’t meet the objectives and/or expectations of the company. Consequently, the company name was changed back to RadioShack and a familiar logo re-appeared.

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RADIOSHACK

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COMPETITORS LOGOS Through logo research, we are visually understand the overall concept and visual language from the similar brand. The the general public, logos serve as an instant reminder of a company or a product; to the client theyâ&#x20AC;&#x2122;re the point of recognition on which their branding hangs; and to us designers they represent the challenge of incorporating our client ideologies into one single graphic.

LOGO WITH [ARROW]

COMPETITORS LOGOS

LOGO WITH [R]

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RADIOSHACK

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LOGO DEVELOPMENT

03 LOGO DEVELOPMENT

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RADIOSHACK

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LOGO SKETCHES Through logo research, we are visually understand the overall concept and visual language from the similar brand. The the general public, logos serve as an instant reminder of a company or a product; to the client theyâ&#x20AC;&#x2122;re the point of recognition on which their branding hangs; and to us designers they represent the challenge of incorporating our client ideologies into one single graphic.

LOGO SKETCHES

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RADIOSHACK

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LOGO SKETCHES

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RADIOSHACK

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LOGO SKETCHES

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RADIOSHACK

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LOGO SKETCHES

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RADIOSHACK

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LOGO SKETCHES

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RADIOSHACK

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DIGITAL REFINEMENT

FIRST REFINEMENT

LOGO DEVELOPMENT

SECOND REFINEMENT

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RADIOSHACK

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DIGITAL REFINEMENT

FINAL REFINEMENT

LOGO DEVELOPMENT

THE FINAL LOGO The new logo comes with refreshing, unique and reliable. It represents the rebirth of RadioShack. A simple and bold monogram that looks as contemporary. It is designed in geometric shapes to present technology to make them appealing to the younger generation. The color also plays an important role. The dark blue and bright green represent energetically, Also, the shape of the logo is an arrow that point at the top–left the corner. All these elements combined with the letter “R” which is also the first letter of RadioShack.

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RADIOSHACK

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PRIMARY LOGO / SIGNATURE

x0.5

LOGO DEVELOPMENT

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PRIMARY LOGO

x6.5 x0.5

x2.75

LOGO TYPE

x0.5

RADIOSHACK

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TYPOGRAPHY Gotham is a family of widely used geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. Gothamâ&#x20AC;&#x2122;s letterforms are inspired by a form of architectural signage that achieved popularity in the mid-twentieth century and is especially popular throughout New York City. Gotham has a relatively broad design with a reasonably high x-height and wide apertures. Since creation, Gotham has been highly visible due to its appearance in many notable places, including a large amount of campaign material created for Barack Obamaâ&#x20AC;&#x2122;s 2008 presidential campaign, and the 2016 federal election campaign of the Australian Labor Party. The font has also been used as the cornerstone of the One World Trade Center, the tower built on the site of the former World Trade Center in New York. It is also the current font to be used in MPAA title cards for film trailers in the U.S. Developed for professional use, Gotham is an extremely large family, featuring four widths, eight weights, and separate designs for screen display.

[Gotham]

TYPOGRAPHY

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Gotham Light

Gotham Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}[];:’”<>?

Gotham Medium

Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}[];:’”<>?

RADIOSHACK

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TYPOGRAPHY The digital outline fonts, DIN 1451 Fette Engschrift and Fette Mittelschrift were created by URW in 1984 and are the basis for all DIN font families. Both typefaces were designed for the URW SIGNUS system and were mainly used for the production of traffic signs. They have since become so popular in other areas that we have developed a complete DIN font family with 48 styles in OpenType Pro: URW DIN. It is semicondensed, which is unique among the DIN fonts, so it has a broad spectrum of typographic uses. Its large x-height makes it perfect for use in e-publishing (web, apps, e-Books etc) and its adjusted stroke width between the regular and bold weights enhances its quality and distinguishability in print.

[URW DIN]

TYPOGRAPHY

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URW DIN Light

URW DIN Regular

ABCDEFGHIJKLMNOPQRSTUVWX Y Z abcdefghijklmnopqrstuvwxyz 123 4567890~!@#$%^&*()_+{}[];:’”<>?

URW DIN Medium

URW DIN Bold

ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}[];:’”<>?

ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234 567890~!@#$%^&*()_+{}[];:’”<>?

RADIOSHACK

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LOGO COLOR PALETTE Our brand colors were carefully selected to reflect the advanced, scientific and technical contrast of the brand. Color is one of the important elements that represent our personality. The primary colors are a generous helping to enhance our brand identity. The bright green and dark blue provide an energetic and positive personalityâ&#x20AC;&#x201D;everything that RadioShack stands for.

PRIMARY BRAND COLOR

CMYK: 51/4/79/0

CMYK: 100/100/0/0

RGB: 140/195/30

RGB: 30/30/140

LOGO COLOR PALETTE

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Printed in the United States of America Design & Concept: Junhao Ding Copy & Editing: Junhao Ding Typefaces: Gotham & URW DIN Title: RadioShack The Visual Development Guide This book was created as part of a project for Academy of Art University 79 New Montgomery St, San Francisco, CA School of Graphic Design Nature of Identity Fall 2018 Instructor: Hunter Wimmer Copyright ÂŠ 2018 Junhao Ding All rights reserved

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