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REBRANDING
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Visual Standard Manual
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RadioShack
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Visual Strategy Guide
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RadioShack rebranding
Visual Standards Manual
RadioShack
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Visual Strategy Guide
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BRAND OVERVIEW
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9// Rebranding Objective
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11// Our Mission
CONTENTS
12// Previous Logo Evolution
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THE NEW LOGO
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16// The New Logo
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20// Logo Anatomy 24// Clear Space 26// Logo Versions 28// Logo on Color Backgrounds 30// Incorrect Uses 32// Dimension Restrictions
VISUALS 36// Color Standards 38// Typography 40// Graphic Elements 41// Corporate Business
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EXTENSIONS
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44// Extensions
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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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They chose the name “Radio Shack”, which was the term for a small, wooden structure that housed a ship’s radio equipment. RadioShack is an American chain of wireless and electronics stores founded in 1921 and currently owned by the Standard General affiliate General Wireless. 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. Forming the company’s core operation are the 7,100 RadioShack stores located throughout the country. The stores feature two main categories of goods and services--electronics parts and accessories, and telephones and telecommunications accessories&mdash well as audio and video equipment, satellite systems, personal computers, and other electronics products. RadioShack has partnerships with a number of major consumer electronics and computer companies, including Sprint Communications Company in the area of telecommunications; Compaq Computer Corporation, whose Compaq brand is the exclusive computer brand sold at RadioShack; Thomson Multimedia, for a line of RCA-branded digital audio/video products and services; and Microsoft Corporation in the area of Internet access as well as the radioshack.com e-commerce site. RadioShack Corporation also operates eight manufacturing plants in the United States and China that produce electronics products, most of which are sold in company stores; and a network of service centers that repair consumer electronics products and personal computers.
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
Brand Overview
* * * 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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The New Logo // The New Logo // Logo Anatomy // Clear Space // Logo Versions // Logo on Color Backgrounds // Incorrect Uses // PDimension Restrictions
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RadioShack
Visual Strategy Guide
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The New Logo 18
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The new RadioShack logo represents encouragement, forwardness, innovation and inspire. Through the new logo, we also would like to remind the public who we really are—a company that encourage and enable use of technology to inspire inventiveness and develop DIY capability, which may be educational and social technological.
The New Logo
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RadioShack
Visual Strategy Guide
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LOGO ELEMENTS
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RadioShack logo consist of two components which are the symbol and wordmark. These elements will be used in different situations defined on the section “Logo Versions�. When a symbol and wordmark are combined, the result is called signature.
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Symbol
Signature
Wordmark
The New Logo
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THE SYMBOL CONCEPT
Taking RadioShack’s main message and mission in consideration, which are encouragement, forwardness, innovation and inspire, we came up with the spark star logo idea. The star shape gives an impression of leading, growing, innovative spark and multiple places of distribution. The pink represents possibilities and respect. Blue represents loyalty, stability and confidence. Purple represents creativity and innovation and green represents growth, balance and trust.
RadioShack
Visual Strategy Guide
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Logo Anatomy 22
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SYMBOL
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The basic shape of the logo is the circle. The visual shapes are composed of the geometric star spark as well as the negative space.
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The circles
Star sparks
The New Logo
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WORDMARK
The typeface used in RadioShack wordmark is Telefon.
RadioShack
Visual Strategy Guide
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SIGNATURES
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RadioShack have Three signatures which should be used in different occasions. As well
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as the wordmark and symbol, the signatures have defined proportions and measure-
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keep consistency and enhance the visual identity strength.
ments that must be strictly followed. It is important not to after the proportions to
The New Logo
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33 x
25
29.7 x
48.5 x
12.7 x
81.5 x
18.6 x
26.3 x
1x
16.6 x
35.9 x
RadioShack
Visual Strategy Guide
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Clear Space 26
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An area of non-interference is defined in order to protect the integrity of the logo. If
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other visual elements is placed in this area, the understanding of the logo may be neg-
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its memorization is compromised.
atively affected, it could alter the original message the logo intent to communicate and
The New Logo
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RadioShack
Visual Strategy Guide
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Logo Versions RadioShack logo has five versions which it can be used. Among these four, there are
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the symbol and wordmark that can be used individually and three signature versions. Each of the options have a specific situation to be used and also a priority of choice.
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MAIN LOGO
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//PRIMARY VERSION/SIGNATURE 1
//SECONDARY VERSION/SYMBOL
This is the first option over other versions
Using on products and smell spaces where other versions would not fit.
//TERTIARY VERSION/SIGNATURE 2 Uses on places where a signature is required, but the area of application is too vertical for signature 1
//QUATERNARY VERSION/WORDMARK Use when the company’s name is emphasized and communicate its name must be visually literal
The New Logo
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SUB-LOGO Four sub-logo for four different category. The rules of these sub-logos are same as the main logo.
Retail
Media
Education
Laboratory
RadioShack
Visual Strategy Guide
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Logo on Color Background 30
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LIGHT COLOR BACKGROUNDS
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The logo should be used preferably on backgrounds that provide the maximum
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contrast, such as white. However, color backgrounds may be unavoidable. On lighter
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only.
backgrounds, the RadioShack logo must be used on its main colors or corporate red
//SECONDARY VERSION/SYMBOL
//PRIMARY VERSION/SIGNATURE 1
Multiple colors on light backgrounds
Multiple colors on light backgrounds
//SECONDARY VERSION/SYMBOL
//PRIMARY VERSION/SIGNATURE 1
Corporate red on light backgrounds
Corporate red on light backgrounds
The New Logo
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DARK COLOR BACKGROUNDS
A lighter background is perferably to be used as the logo background in order to keep its consistency. However, in some instances, a dark background may unavoidable. In these situations, RadioShack logo can be used in two versions: multiple colors or simply full white.
//SECONDARY VERSION/SYMBOL
//PRIMARY VERSION/SIGNATURE 1
Multiple colors on dark backgrounds
Multiple colors on dark backgrounds
//SECONDARY VERSION/SYMBOL
//PRIMARY VERSION/SIGNATURE 1
White on dark backgrounds
Whiteon dark backgrounds
RadioShack
Visual Strategy Guide
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Incorrect Uses 32
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The logo standards must be preserved to maintain its visual in-
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tegrity, consistency and proper concept understanding. In addi-
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visual identity. To follow strictly the logo standards is essential
//DON’T STRETCH
tion, handling the logo carefully is essential to build a consistent to enhance its strength. In this section, there are presented examples of “not to do”. Before applying the logo on any visual material, these examples must be taken into consideration.
//DON’T ADD DROP SHADOWS
//DON’T ROTATE THE LOGO
The New Logo
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//DON’T MISPLACE THE SYMBOL
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//DON’T OUTLINE
//DON’T CHANGE THE WORDMARK TYPEFACE
RadioShack //DON’T EXCHANGE THE COLORS
//DON’T APPLY GRADIENTS ON THE LOGO
//DON’T PLACE ON LOW CONTRAST BACKGROUND
//DON’T PLACE ON TOP OF NOISY PHOTOGRAPHY
RadioShack
Visual Strategy Guide
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Dimension Restrictions 34
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To ensure RadioShack logo is clear and recognizable, some reduction restrictions are established. Each version has its own minimum size limitation. On the left, the chart illustrates the measurements of the versions’ heights. The smallest dimensions can be reached by the symbol which height cannot be less than 0.2in.
The New Logo
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SIGNATURE 1
SIGNATURE 2/3
WORDMARK
SYMBOL
HEIGHT 10ft
1ft
10in
1in
0.5in
0.2in
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Visuals // Color Standards // Typography // Graphic Elements // Corporate Business
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RadioShack
Visual Strategy Guide
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Color Standards 38
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The pink represents possibilities and respect. Blue represents
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and innovation and green represents growth, balance and trust.
loyalty, stability and confidence. Purple represents creativity
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New RadioShack Red #f27059 CMYK>>0 79 65 0 RGB>>243 64 96
Visuals
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#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
RadioShack
Visual Strategy Guide
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Typography 40
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The pink represents possibilities and respect. Blue represents
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and innovation and green represents growth, balance and trust.
loyalty, stability and confidence. Purple represents creativity
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Aa Gg
Gotham Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:” Gotham Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:” Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:” Gotham Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:” Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:” Gotham Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
Visuals
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Aa Gg
Archer Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*( )_|\+:” Archer Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*( )_|\+:” Archer Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*( )_|\+:” Archer Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:” Archer Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:” Archer Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz <>?!@#$%^&*()_|\+:”
RadioShack
Visual Strategy Guide
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Graphic Elements
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The graphic elements are the pattern of motherboard and stars.
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Visuals
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Corporate business
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Extensions // Extensions
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RadioShack
Visual Strategy Guide
Extensions An area of non-interference is defined in order to protect the integrity of the logo. If
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other visual elements is placed in this area, the understanding of the logo may be negatively affected, it could alter the original message the logo intent to communicate and its memorization is compromised. The three classificatory pillars of the programs are divided among the ones the public
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may Create, Education and Interact.
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Retail
Media
RadioShack Store
Spark Media
Spark Kits
Spark Podcasts
Spark Cafe
VR System
Spark Tech
Shack Link
Shack Team
Tutorial Collections Spark Zone
Laboratory
Education
Shack Transportation
RS Library
Spark Medical
RS Academy
Spark Workshop
Online Academy
Spark Gallery
SparkTalk
Spark Laboratory
RS For Future
Spark Center Spark Lab Spark trip Spark Expo
RS Bridge RS with University RS with Museum
Spark Battle
RS Short Term Course
Science Fair
RS Long Term Course
Extensions
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Create Spark Gallery Spark Medical Spark Workshop Spark Laboratory Spark Center Spark Lab Science Fair
Spark Kits
RS with Museum
Spark Cafe Spark Tech
Spark Battle Spark Expo
Educate RS Bridge
Spark Talk Tutorial Collections
Interact
RS Academy RadioShack Store
RS Long Term Course
RS with University
Spark Zone Spark Media VR system
RS For Future
Online Academy
RS Short Term Course
RS Library Spark Podcasts
Maker
Shack Team Shack Transportation Shack Trip Shack Link
RadioShack
Visual Strategy Guide
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S
Products Services
En
Environments
Co
Co-Branding
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Experiences
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Events
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Educational Opportunities
\ \ \ Spark Laboratory
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Ex Ev En
Spark Laboratory is the headquarter where has big labs dedicated to research, learn, experiment and express artistically through technology.
Spark Lab
Spark Workshop
En Ex
Ed En Ex
The subjects of research center are ranges from engineering and mathematics to design and art.
We provide the opportunity for innovators to let them expressed by technology to push the limits of technology in creating an experience of a different reality of art.
Shark trip
Ed Ev Ex
Spark Center
Ed En Ex
We offer a free tour to our headquarter.
Spark center creates movements to holds several events and actions to provide easier access to technology and encourage innovation.
Spark Gallery
En Ex
A research center presents the collections of the newest technology pieces, tools and artworks from Spark Workshop for innovators.
Extensions
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Spark Expo
Ed Ev Ex
A yearly event to gather professionals and potential innovators to exchange knowledge and network. The event will host several lectures and workshops.
Spark Battle
Ed Ev Ex
During Spark Expo, we are hosting a competition to let our costumers team-up with their own teams to develop a one-day project in different categories such as game, apps, websites, robots and etc.
Science Fair
Spark Medical
Shark Transportation
Spark Talk
Spark Media
Shark Link
P Ex En Ev
Spark Medical are a research center which doing medical tools
P Ex
P Ex
During Spark Expo, we hosts a science fair to provide an opportunity for professionals and students to show their projects.
invent.
S
Ed En Co
Spark Transportation is a special team which provide one day delivery of RS storeâ&#x20AC;&#x2122;s product and pieces.
Spark talk are co-brand with TED talk which brings the newest innovation lectures.
Ex
Ed
We created an online portal where our audience can connect to
S
Ex
We are connecting innovators and companies worldwide to
the RadioShack world and the industry.
provide people more opportunities.
Spark Zone
Ed
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An Online chat to let our customers discuss their projects and as questions.
Spark Podcasts
Ed En
Podcasts to give the Online lectures.
VR system
Ed En Ex
Our audience can easily put their smart phone into the VR tools
Tutorial Collection
Ed Ex
to view the Radioshack Library and gallery. Our customer can find and share the tutorials on Tutorial Paradise.
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RadioShack
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RS Academy
RS Library
Visual Strategy Guide
En Ed
Ed En
We provide courses for junior innovators to guide them access the technology world. The academy are offering a certification.
We offer a library which contains books about all kinds of sciences, design, technology and etc. Itâ&#x20AC;&#x2122;s open to the public.
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RS Short term course
Ed En Ex
We offer short term courses to people. The students must participate on each meeting and complete assignments.
* RS Long term course
Ed En Ex
We offers long term courses in the fields of sciences that requires high technology, engineering and design. After graduate, we will offer students a diploma.
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Online Academy
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Ed En Ex
We are also offering the online class for students worldwide, the students must participate on each meeting and complete assignments as well as onsite students do.
\ RS For Future
RS Bridge
RS with University
Ex En Ed
Ev Ed
Co Ed
We will send our professional teams to organize an event that features lectures, workshops and games at elementary schools. Arrange small visits to universities research centers around the United States to exchange the knowledges. We offer partnerships with universities where our clients can attend specific class in design, engineering, computer science and mathematics. We are partner with Standford, UC Berkeley, California Institute of Technology, and ect.
RS with Museum
Co Ed Ex En
We offer partnerships with museums where could provide a exhibition zone to let our customer touch the new technology and play games. We are partner with Exploratorium, SF MOMA, California Academy of Sciences and ect.
Extensions
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RadioShack Store
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En Ex Ed
Our store will provide a pleasant environment that encourages teamwork and creativity. Meanwhile, we also provide a place to help innovators sell their works.
Spark kits
Spark Tech
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Ex En
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The Spark kits are the easy access for people who are interesting in the new technology.
Co
To provide a 24 hours space for people create DIY tech surround by knowledge and help our costumers solve their problem. Spark tech is co-brand with The Techshop
Spark cafe
Ed En Ex Co
A physic discussion group to encourage an active interaction between innovators and let people enjoy the coffee time. We co-brand with Blue bottle coffee.
Shark Team
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We will have our highly trained and skillful teams ready to assist innovators with their projects at creativity labs.
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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