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REBRANDING
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Visual Development Guide
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RadioShack
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Visual Strategy Guide
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RadioShack rebranding
Visual Development Guide
RadioShack
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Visual Strategy Guide
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CONTENTS * * *
BRAND OVERVIEW 9// Rebranding Objective 11// Our Mission 12// Previous Logo Evolution
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IDENTITY EXPLORATION
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16// Color Exploration
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18// Typography Exploration 20// Logo Sketches 28// Sketches Refinement 34// Computer Refinement 38// Similar Logo Research
FINALIZED IDENTITY
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42// Color Palette
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43// Typography
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44// Logotype 45// New Logo Direction 46// Final Logo
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01
Brand Overview // Rebranding Objective // Our Mission // Previous Logo Evolution
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RadioShack
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Visual Strategy Guide
Brand Overview
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RadioShack is an American chain of wireless and electronics stores founded in 1921 and currently owned by the Standard General affiliate General Wireless. The company was started as “Radio Shack” in 1921 by two brothers, Theodore and Milton Deutschmann, who wanted to provide equipment for the then-nascent field of amateur, or ham radio. The name comes from the small, wooden structure that housed a ship’s radio equipment. The brothers opened a one-store retail and mailorder operation in the heart of downtown Boston at 46 Brattle Street. RadioShack Corporation—known as Tandy Corporation from its founding in 1960 until mid-2000—is one of the largest consumer electronics retailers in the United States. The stores feature two main categories of goods and services—electronics parts and accessories, and telephones and telecommunications accessories and mdash well as audio and video equipment, satellite systems, personal computers, and other electronics products. The company issued its first catalog in 1939 as it entered the high fidelity music market. In 1954, Radio Shack began selling its own private-label products under the brand name Realist, changing the brand name to Realistic after being sued by Stereo Realist. After expanding to nine stores plus an extensive mail-order business, the company fell on hard times in the 1960s. Radio Shack was essentially bankrupt, but Charles D. Tandy saw the potential of Radio Shack and retail consumer electronics and bought the company for $300,000. Radio Shack originally did business in Australia, Belgium, Canada, France, West Germany, the Netherlands, the United Arab Emirates, and the United Kingdom through a subsidiary, InterTAN (a shortened version of “International Tandy”), which was spun off as a separate company in June 1986. At the end of 1989, there were 1,417 stores operated by InterTAN under the Tandy or Radio Shack names. By 2005 all had been sold, closed or rebranded, severing all ties to Radio Shack.
RadioShack
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Visual Strategy Guide
Brand Overview
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Rebranding Objective 11
The object of RadioShack re-brand is to turn the company in to an innovation center. RadioShack should continue to provide electronic equipments. However, they should consider to open a in-store workshop to encourage people who like to build their own electronic stuffs and provide professional support. The audience should face to youth,like school student to build their interest. RadioShack could be partner with elementary school, middle school and museum.
RadioShack
Visual Strategy Guide
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THE BRAND SOUL The soul of RadioShack making innovation possible by providing access to technology.
Brand Overview
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Our Mission
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The mission of RadioShack is to encourage and enable use of technology to inspire inventiveness and develop DIY capabilities
RadioShack
Visual Strategy Guide
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Previous Logo Evolution 14
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1921
1951–1955
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1960–1962 The retailer gets its start as a small shop
The store now has a room to showcase
in Boston that sells ham radios. A radio
audio equipment such as amplifiers and
shack was the wooden structure on ships
speakers. The company begins omitting
The chain’s ‘60s makeover gives the logo
that held the radio equipment.
the definite article from its logo.
a twist.
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It’s the golden age of radio, and the
The company begins omitting the defi-
company jazzes up its logo to reflect the
nite article from its logo. Cool, at the
times.
time.
1963–1966
After Radio Shack acquired the A
1940s–1950s
Radio Corporation in 1970, their
1955–1959
was changed to Allied Radio Sha
in 1973, due to a federal court ac
Radio Shack was ordered to dive from Allied Radio.
1970–1973
Identity Exploration
* * * 1973–1995
2011–2013 15
2001 A very short-lived logo (As it appeared in a May 2001 RadioShack sale flyer.) Bullet Hole Lettering. Apparently, “THE SHACK” company
1983–?
2001–2009
name and logo didn’t meet the objectives and/or expectations of the company. Consequently, the company name
Modification to the “R” graphic. Primarily used on computer products.
was changed back to RadioShack and a familiar logo re-appeared.
2013–
Stylized “R” and no space between “Ra-
To promote the new name change,
dio” and “Shack”. Also in 2000,
RadioShack developed “The Summer
Tandy Corporation changes its name to
Netogether”. Two massive 17 foot laptop
Radio Shack Corporation.
computers were erected to kickoff the event.
Allied name
ack. But
ction,
est itself
1995–2000 2009–2011
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02
Identity Exploration // Color Palette Exploration // Typography Exploration // Logo Sketches // Sketches Refinement // Computer Refinement // Similar Logo Research
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RadioShack
Visual Strategy Guide
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Color Exploration 18
Explorations of bright colors to make new RadioShack feels fresh and young.
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Original RadioShack Red
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#e7472d
Identity Exploration
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RadioShack
Visual Strategy Guide
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Typography Exploration 20
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Explorations of San-serif primary typography for title, body text and caption.
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Aa Gg
Gotham Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
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Aa Gg Aa Gg
Telefon Regular
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Futura Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Hero New Medium
Aa Gg
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Identity Exploration
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Explorations of Slab-serif primary typography for headline and quotes.
Caecilia LT Std 45Light
Aa Gg
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Serifa 45Light
Aa Gg
Aa Gg
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Archer Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Egyptienne F LT Std
Aa Gg
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
RadioShack
Visual Strategy Guide
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Logo Sketches 22
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COMP 1: SUPPORTIVE Supportive is axillary, complementary, assistant, contributory something that holds up a structure, reinforce, hold, takecare, provide, advocate and believe.
Identity Exploration
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RadioShack
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Visual Strategy Guide
Identity Exploration
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COMP 2: CONNECTION Connection is to join, link, or fasten together, unite or bind, to establish communication between and to have as an accompanying or associated feature.
RadioShack
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Visual Strategy Guide
Identity Exploration
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COMP 3: INSPIRE Inspire is to fill with an animating, quickening, or exalting influence, to produce or arouse and to fill or affect with a specified feeling, thought.
RadioShack
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Visual Strategy Guide
Identity Exploration
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RadioShack
Visual Strategy Guide
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Sketches Refinement 30
From the three comp supportive, connection and inspire, the idea of the logo has been narrowed down to represents encouragement, forwardness, innovation and inspire.
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Identity Exploration
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RadioShack
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Visual Strategy Guide
Identity Exploration
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RadioShack
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Visual Strategy Guide
Identity Exploration
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RadioShack
Visual Strategy Guide
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Computer Refinement 36
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At the computer refinement, the ideas sticked on spark shape.
Identity Exploration
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RadioShack
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Visual Strategy Guide
Identity Exploration
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RadioShack
Visual Strategy Guide
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Similar Logo Research 40
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Here are some logos may similar to the new RadioShack logo.
Identity Exploration
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03
Finalized Identity // Color Palette // Typography // Logotype // New Logo Direction // Final Logo
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RadioShack
Visual Strategy Guide
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Color Palette 44
The pink represents possibilities and respect. Blue represents loyalty, stability and confidence. Purple represents creativity and innovation and green represents growth, balance and trust.
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New RadioShack Red #f27059 CMYK>>0 79 65 0 RGB>>243 64 96
#90d6ec
#b0abd5
#98ca4e
CMYK>>40 0 5 0
CMYK>>30 30 0 0
CMYK>>45 0 90 0
RGB>>144 215 236
RGB>>176 172 213
RGB>>152 203 79
Identity Exploration
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Typography The pink represents possibilities and respect. Blue represents loyalty, stability and confidence. Purple represents creativity and innovation and green represents growth, balance and trust.
Aa Gg Aa Gg
Gotham Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Archer Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*( )_|\+:”
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RadioShack
Visual Strategy Guide
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New Logo Direction 46
The spark shape represents encouragement, forwardness, innovation and inspire. Through the new logo, we also would like to remind the public who we really areâ&#x20AC;&#x201D;a company that encourage and enable use of technology to inspire inventiveness and develop DIY capability, which may be educational
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and social technological.
Finalized Identity
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Logotype
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The logotype is base on the font Telefon, the angle of the
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cutting edge is relating to the angle of the logo.
RadioShack
Visual Strategy Guide
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Final Logo 48
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Finalized Identity
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Copyright Š 2016 Han Leng
chris.lenghan@gmail.com This book is a non-commercial project for education purposes and is not intented the represent the RadioShack Brand. Design / Han Leng Class / Nature of Identity Instructor / Hunter Wimmer All rights are reserved. No par of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Han Leng.
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