Visual Standard Guide by dingjunhao

03 VISUAL STANDARD GUIDE

RADIOSHACK

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TABLE OF CONTENTS

THE NEW MARK 08. New Logo 10. Logo in B&W and Color 12. Clearspace 18. Dimension Restrictions 20. Improper Logo Usage

OUR NEW LOOK 24. Typography Standards 28. Business System

MOVING FORWARD 32. Our New Universe 36. Extensions

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RADIOSHACK

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THE NEW MARK

01 THE NEW MARK

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RADIOSHACK

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THE NEW MARK 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 NEW MARK

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RADIOSHACK

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MARK SYMBOLISM The new logo is the combination of three main ideas to represent the soul of RadioShack. The arrow mean direction. A triangle means support. The letter “R” is the initial letter from RadioShack.

Letter “R”

Triangle

Arrow

Symbol

MARK SYMBOLISM

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LOGO COMPONENTS The main logo of RadioShack has two main components that are symbol and word mark. These two components will be used in different purpose depends on the design situation. The combination of the symbol and word mark is the signature.

Symbol

Word Mark

Signature

RADIOSHACK

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LOGO IN BLACK & WHITE

MARK SYMBOLISM

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RADIOSHACK

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LOGO IN COLOR

PRIMARY BRAND COLOR

CMYK: 51/4/79/0 RGB: 140/195/30

CMYK: 100/100/0/0 RGB: 30/30/140

LOGO IN COLOR

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RADIOSHACK

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CLEAR SPACE The new RadioShack logo needs clear space to keep the visual system consistent. It is necessary to designate clear space for all versions of our logos to ensure that there is a sufficient amount of space around the logo for it to be clearly seen, without interruption. There shouldnâ&#x20AC;&#x2122;t be any graphic, text or other sort of element within the clear space area.

CLEAR SPACE

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x0.5

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CLEAR SPACE

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RADIOSHACK

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DIMENSION RESTRICTIONS Dimension restrictions help indicate the size that proper to use different versions of our new logo. This diagram will also help determine which versions to use in print, digital media, or signage, depending on its size requirements.

DIMENSION RESTRICTIONS

Signature

Symbol

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Word Mark

> 20 Inch

> 10 Inch

> 1 Inch

> 0.5 Inch

RADIOSHACK

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IMPROPER LOGO USAGE Our brand logo is designed for specific uses to maintain consistency of the system. Improper use of logo detracts our brand recognition. Breaking these rules could lead to conflicts such as an unrecognizable identity of the logo and misunderstanding of the brand to viewers.

IMPROPER LOGO USAGE

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RADIOSHACK

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THE NEW MARK

02 OUR NEW LOOK

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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~!@#$%^&*()_+{}[];:’”<>?

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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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BUSINESS SYSTEM

TYPOGRAPHY

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RADIOSHACK

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MOVING FORWARD

03 MOVING FORWARD

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RADIOSHACK

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OUR NEW UNIVERSE As part of our re–branding initiative, we’re also presenting a glimpse into the whole organization. We’re extending our produts and services into three sectors: education, inspiration, and creation.

TYPOGRAPHY

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RADIOSHACK

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OUR NEW UNIVERSE

TYPOGRAPHY

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EDUCATION

ISC–EX03

IDM–EV03

IDS–S01

RDL–ED01

IDTM–CO01

ITT–ED02

RDBOL–S03 DTNP–P02 RDCS–EX04 RDTK–P01

IDL–EX01 RFP–P03 DCV–EX02 RIC–EN02

GP–EV01 IDC–EV02

IDS–EN01

ICB–S02

INSPIRATION

CREATION

RADIOSHACK

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BRAND EXTENSIONS SERVICE

INNOVATOR DIY SQUAD

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERRNCES:

DIY technology problem solves service.

RadioShack provides a service which is helping customers to fix DIY tech problem. In this service, The DIY tech squad will go to their house and solve the problem. This sevice can help innobators solving DIY tech problems and to reach new goals. GEEK SQUAD, HelloTech The innovator DIY Squad not only fixes the problem but it is built on the innovatorâ&#x20AC;&#x2122;s idea.

TYPOGRAPHY

INNOVATOR CREAT BOARD

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERRNCES:

RS DIY BLUEPRINT

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERRNCES:

The social media for innovators.

In this service, RadioShack will provide social media, and give customers a place that they can share their ideas.

This sevice can give innovators a creative place that they can share their ideas. Instagram, Pinterest The social media is focus on DIY technologys.

The service provides DIY blueprints for innovators.

RadioShack provides a website that innovators can browse all the blueprint and it can give people the idea to create DIY technology.w The blueprint library is a webside that innovators can check DIY blueprint. It can gives innovators helos and ideas to create DIY technology. UNREAL ENGINE, Blueprint Macro Library. The innovator DIY Squad not only fixes the problem but it is built on the innovatorâ&#x20AC;&#x2122;s idea.

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RADIOSHACK

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BRAND EXTENSIONS Event

GEEKTECH POPâ&#x20AC;&#x201C;UP

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

A DIY technology conference for innovators.

It is a conference for customers to share their ideas. innovators can share their ideas and achievement in this conference.

In the GeekTech conference can give innovators a creative place that making their ideas available. Tech Rocks, Britelite Immersive. This event is focus on the young generation.

TYPOGRAPHY

INNOVATOR DIY COMPETITION

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

INNOVATOR DIY MEETING

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

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A competition can encourage all innovators to create something new.

The purpose of this competition is to encourage customers to create more new ideas and technologies.

The competition is the place that helps innovators to create and make ideas available. TDI Challenge exists, ASME Student Design competition. The different between other tech competition is focus on the daily life technology.

The innovator weekly event.

RadioShack offers an opportunity that new innovators can meet famous DIY creators in the same neighborhood. Newbies can learn from them. It will a small local event. The famous DIY creators can inspire DIY newbie and they can learn a lot of things from them.

Innovation Excellence, Ted Talk. The innovator DIY meeting is the place that for DIY creators and newbie. It has specific target audience.

RADIOSHACK

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BRAND EXTENSIONS Products

RS DIY TECH KITS

The specific tools for innovators.

DESCRIPTION:

The DIY tech kits has many specific tools. It can help people create DIY tech on their own. To create something new needs really useful tool, and RadioShack wants to give them this help.

MISSION:

The tech kit is to help customers create their own DIY tech with these tools. It can help them to reach new goals.

SIMILARITIES: DIFFERENCES:

ANVIL Tool Set, Stanley Tool Kit. Itâ&#x20AC;&#x2122;s a specific tool box design for innovators and DIY newbie.

TYPOGRAPHY

DIY TECH NEWBIE–PACKAGE

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

RS FUTURE PORTAL

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

A site of DIY tech experiment for DIY newbies.

It’s a product that has many DIY tech creating experiments. It can help DIY tech newbies to find their way to into the DIY word.

This packge is to inspire newbies by go though these experiment. LEGO The package is not a game like LEGO. It’s focus on experiment.

A digital and online magazine.

RadioShack provides a monthly magazine for innovators. It will show the new technology and how to built DIY tech.

The RS future portal wants to inspire innovators. It helps them to learn the technology world and give them the idea how to built their own DIY technology. Wired, MIT Technology Review This magazine is focus on DIY technology.

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RADIOSHACK

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BRAND EXTENSIONS Educational

RS DIY LIFE

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

Innovator DIY tech media channel.

In this channel, customers can learn how to create DIY technology. It has professional learning system and videos, it also has some videos update by other customers. In this media channel, DIY newbies can learn how to make DIY technology. Also, DIY creators can upload their video to the channel. Ted talk, Youtube This media channel is focus on DIY technology.

TYPOGRAPHY

INNOVATOR TOOLS TUTORIAL

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

DIY CREATE VR

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

DIY tech building training.

RadioShack provides tutorials that can teach customers to learn how to use proper tools. To learn how to use the proper tools is the best way to into the DIY world. To make the DIY technology available needs the innovators can use proper tools, and the turorial can teach people how to use proper tools. Pro Tools, QA Automation tools tutorial. It’s a onside building training, and it focus on DIY tech newbies.

A VR software system.

This is a creating system that can help innovators to make their ideas to life. Innovators can build and test their DIY techs in the VR software.

This create system is to help innovators to create their DIY technology. Also, it’s the place that innovators can build their DIY tech without technology parts. Unreal Engine, Unity 3D The VR creates software. Innovators can use it to create their ideas in the VR software.

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RADIOSHACK

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BRAND EXTENSIONS Experiences

INNOVATOR DIY LABORATORY

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

A DIY tech laboratory.

Itâ&#x20AC;&#x2122;s a lab that can give innovators a place that they can research, learn, express and experiment DIY technologies.

The laboratory is to inspire those people who interested in DIY tech.

Generic Lab Equipment, Counter Culture Labs The innovator creative shack is a working environment that helps innovators to make technologies available.

TYPOGRAPHY

INNOVATOR SUMMER CAMP

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

RS DIY CREATE SHOW

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

A tech summer camp for younger innovators.

The target audiences of this summer camp is young generation. The summer camp has many activities, such as learning and cooperation activities.

The innovator summer camp will inspire yougner innovators who interested in DIY technology.

TDI Challenge exists, ASME Student Design Competition. This summer camp is for young innovators only, and it can will inspire young generation.

The RadioShack reality show.

The RS DIY create show is for those people who like DIY technology and pay attention to it. In the reality show innovators will create DIY tech in the show.

The RS DIY create show can give innovators a create place to show their skill, and it can inspire those people who interested in DIY technology. TechStars This reality show is about DIY technology.

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RADIOSHACK

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BRAND EXTENSIONS Co-Branding

INNOVATOR DIY TECH MUSEUM

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

The technology museum year pass.

RadioShack offer an opportunity to go to any technology museum. Innovators can go to these museum to experience the history of technologies.

Itâ&#x20AC;&#x2122;s an opportunity that can inspire those people who interested in DIY technology.

The Tech Museum, Lawrence Hall of Science Projects change frequently in the Tinkering Studio, where kids can create with circuits, motors and more. A number of outdoor exhibits are available free to the public.

TYPOGRAPHY

BRAND EXTENSIONS Environments

INNOVATOR DIY SHACK

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

RS INNOVATOR CAFE

DESCRIPTION:

MISSION:

SIMILARITIES: DIFFERENCES:

A special DIY Tech workshop for all innovators.

This is a special working studio. It has professional working tools and environment. Customers can use this studio to create the DIY technologies. This environment can give innovators a creative place that making technologies and ideas available. The Tech Studio, Vritelite Immersive. The innovator creatice shack is a working environment that helps innovators to make technologies available.

A small cafe that can give innovators a break time.

RadioShck provides a small place like cafe and coffee shop in the museum and conference. During the museum and conference time innovators can take a break in the cafe. In the cafe, Innovators can take a break here and they can share their experience.

STARBUCKS, City Cafe Innovator cafe is inside the technology museum and conference.

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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 Standard 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 Â© 2018 Junhao Ding All rights reserved

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