RADIOSHACK
03 VISUAL STANDARDS GUIDE
[+]
RADIOSHACK VISUAL STANDARDS GUIDE
INSPIRE
MOTIVATE
LEARN
TABLE OF CONTENTS
01 CHAPTER
02 CHAPTER
BRAND OVERVIEW
[ ]
08. Brand Overview 12. Logo Timeline
VISUAL STANDARDS [ ] 16. Final Logo 17. Logo Anatomy 18. Logotype Anatomy 20. Signature 22. Clear Space 24. Alternate Versions Of The Logo 26. Dimension Restrictions 28. Incorrect Uses 32. Typographic Standards 36. Brand Colors / Approved System Colors 38. Business system
Visual Standards Manual
03 CHAPTER
NEW FEATURES [ ] 40. Brand “Universe” Chart 42. Brand Extension List
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+ BRAND OVERVIEW
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Visual Standards Manual
BRAND OVERVIEW
Radio Shack has been in business since 1921 (over 90 years) as a leading national retailer of innovative technology products and services, including personal, mobile, home technology, and power supply products. For 65 of those years, they have produced outstanding electronics and technology catalogs with a wide range of products and services from leading national brands to exclusive private brands. It offers a retail service concept unlike any other specialty consumer electronics retailer. Through its convenient and comfortable neighborhood stores, knowledgeable sales associates help customers get the most out of their technology products. Products from the RadioShack catalog were purchased by professionals, hobbyists, and everyday consumers. RadioShack has created a loyal following of customers through their associates’ expertise and collaborative spirit with consumers, celebrating the longstanding idea that “two heads are better than one.” In a marketplace that is continuously flooded with new technology, it is this mantra that differentiates RadioShack from other retailers.
Brand Overview
[1] A RadioShack store in Dallas, 2015 [2] Boston Computer Show, RadioShack TRS-80 Micro Computer System.
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—You've got questions. We've got answers.
RadioShack Corporation--known as Tandy Corporation
Best Buy, Apple and Amazon. Cheaper and easy online
from its founding in 1960 until mid-2000--is one of the
availability of electronic parts also severely eroded its
largest consumer electronics retailers in the United States.
reputation as a place for electronics hobbyists.
Forming the company’s core operation are the 7,100 RadioShack stores located throughout the country.
RadioShack started out as a hobbyist’s dream, selling the latest gadgets and CB (Citizens’Band) radios, and that at
The stores feature two main categories of goods and
one point in the 1970s it was opening up to three stores a
services--electronics parts and accessories, and
day. In those years, it also built one of the first early home
telephones and telecommunications accessories&mdash
computers, the TRS-80.
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 RCAbranded 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. WHAT WENT WRONG RadioShack had been faltering well before the Salus episode. Over the years, the chain gradually lost the distinction of being a popular hangout for hobbyists and electronics enthusiasts, who were attracted by the parts, manuals and catalogs it carried. Along the way, it refashioned itself as a retailer of cell phones and later failed to adapt to online retailing, losing market share to
RadioShack also failed to adapt when its markets began changing. Many people who were hobbyists had less leisure time and so they weren’t buying as much, customers changed—the kids today haven’t even heard of RadioShack. RadioShack tried to keep up with the changes in the electronics industry by constantly altering its offerings. they gave up their service orientation of having skilled and trained employees on all things tech. They lost their focus, and in the end it was an undifferentiated business and having so many stores, it is hard to make large-scale changes happen. RadioShack still has a lot of brand equity; it is an iconic brand. But the company faces a tough road ahead. RadioShack would have to do something exciting to make themselves look good, to make them appealing to the younger generation. RadioShack’s legendary force of knowledgeable and helpful sales associates has been consistently recognized by several independent groups for providing the best customer service in the consumer electronics and wireless industries. They have to remodel their stores and rebrand.
Brand Overview
[1] RadioShack store, 1963 [2] Moog’s DIY Kit
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Visual Stardard Manual
LOGO TIMELINE
1950 The store now has a room to showcase audio equipment such as amplifiers and speakers. The company begins omitting the definite article from its logo. Cool, at the time.
1921 The retailer gets its start as a small shop in Boston that sells ham radios. A radio shack was the wooden structure on ships that held the radio equipment.
It’s the golden age of radio, and the company jazzes up its logo to reflect the times. The new logo screams the ‘80s as loud as shoulder pads and red leather jackets.
1940 1960
Logo Timeline
2011 1980 Alternative logo, which is used on some store signs. In this version the R is more metallic and seems to on top of a grey and red sphere.
This logo is solid red in a “funky” text style, with a space between the “Radio” and “Shack” part of the logo. Tandy Corporation used the same typeface for its logo.
RadioShack has recently started reusing the typeface from their 1995 logo.
The off–center R is here, with a cool, crisp logo. The ‘80s are over.
2013
1995
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Visual Standards Manual
THE NEW LOGO
The new logo come with refreshing, distinctive and reliable. It represents the rebirth of RadioShack, A simple and bold monogram that looks as contemporary. It is designed geometric shapes to present math and technology to make them appealing to the younger generation. The color also plays an important role. The dark blue and bright orange represent energetic, use the math language to represent the scientific and technology. All these elements combined with the letter “ R “ which is also the first letter of RadioShack.
PRIMARY LOGO / SIGNATURE
DESIGN ELEMENTS / TRIANGLE
PARALLELOGRAM
SECONDARY LOGO
SECONDARY LOGO / LOGOTYPE
GEOMETRIC SHAPES
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The New logo
ANATOMY OF THE LOGO
X
X
3X
3X 90°
X
X
X
3X
3X
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Visual Standards Manual
LOGOTYPE ANATOMY
2X
3X
6X
13X THE ORIGINAL TYPEFACE OF THE LOGOTYPE
12X
12X
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Logotype Anatomy
2X
12X
11X
The RadioShack logotype is based on typeface Akzidenz Grotesk. To achieve better balance between the elements, Strokes is the original version before being modified, but the type scale are slightly changed, each letter even more squash. Among the modification, the letters O, S and C’s x–heights were aligned and the width were adjusted to be balance and consistent.
11X
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Visual Standards Manual
SIGNATURE
Considering the proportion and symmetry, same to the logotype and symbol, the signatures have defined proportions and measurements that must be strictly followed. It is important to keep consistency and strengthen the visual identity.
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Signature
18X
x
x
90°
90°
13X
13X
x x
x
18X
PRIMARY LOGO / SIGNATURE
x
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Visual Standards Manual
CLEAR SPACE
Whenever use the RadioShack logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the height of the letter R in the logo and is shown as “x.”
8X
8X
8X
8X
56X
PRIMARY LOGO
48X
48X
5X
5X
8X
56X 8X
8X
SIGNATURE
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Clear Space
2X 8X
8X 2X
9X
117X
9X
117X
9X
13X
9X
2X 8X
8X 2X
LOGOTYPE
6X
10X
6X
28X
21X
10X
SECONDARY LOGO
21X
28X
6X
10X
6X
6X
10X
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Visual Standards Manual
ALTERNATE VERSIONS OF THE LOGO
RadioShack logo and logotype can be used individually also be applied in a limited number of colors and techniques. So total has three versions which is can be used. Below are examples of correct logo uses. Since logos are such an important part of brand recognition, we have show the correct use and incorrect usage for the new logo. Do not change the RadioShack logo or word mark in any way. Use only the official RadioShack logo.
LOGO VERSION
PRIMARY VERSION / SIGNATURE This one is the first option.
SECONDARY VERSION / LOGOTYPE
SECONDARY VERSION
Alternate Version of the Logo
LOGO ON COLOR BACKGROUND
The logo or background color based on our new brand of RadioShack primary color palette. Use a white logo on color background also may be can used on an image background.
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Visual Standards Manual
DIMENSION RESTRICTIONS
In order to ensure high quality and consistency, the logo must always be displayed at a size large enough to read both the logo type and the registered trademark. Each version has its own minimum size limitation. So we need to follow these standards illustrated in the chart.
Minimum size for outdoor displayed logo
4 INCH
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Dimension Restrictions
1 INCH
1 INCH
LARGER THAN ONE INCH
1 INCH
SMALLER THAN ONE INCH
1 INCH
1 INCH
1 INCH
SMALLER THAN A HALF INCH
SMALLER THAN A QUARTER INCH
0.5 INCH
0.25 INCH
0.5 INCH
0.25 INCH
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Visual Standards Manual
INCORRECT USES
Blow are examples of incorrect logo uses. Please always follow strictly the logo standards, the correct application to the new logo and logotype are essential.
Do not drop shadow
Do not stretch or alter
Do not transparent
Do not rotate
Do not outline or missing parts
Do not apply the logo to a background where lack of contrast diminishes legibility
Do not exchange the color
Do not gradient
Incorrect Uses
Do not apply the effect
Do not repeat or create pattern
Do not place on the noise photography
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Visual Standards Manual
TYPOGRAPHIC STANDARDS
TYPEFACE 01
DIN is a realist sans-serif typeface designed in 1995 by Albert-Jan Pool, based on DIN-Mittelschrift and DIN— Engschrift, as defined in the German standard DIN 1451. Sharing structural similarities with DIN 1451, FF DIN differs in its weight distribution and naming conventions, and has a far wider character set. It includes ranging (old style) figures and several refinements that allow it to perform better as a print and screen text face. The family includes five font weights in two widths (Normal and Condensed), each with italics. The entire family includes extended characters such as arrows, fractions, Euro sign, lozenge, mathematical symbols, extra accented Latin letters, and superscript numeral figures. Alternate glyphs include rounded dots, old style figures, and alternate cedilla. With time Eastern European, Greek and Cyrillic character sets have been added as well.
[DIN]
Typographic Standards
Aa DIN PRO— DIN Pro is a part of the DIN Family. It is a premium font. DINPro Light
DINPro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
DINPro Medium
DINPro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
DINPro Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
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TYPEFACE 02
Akzidenz Grotesk is a grotesque sans-serif typeface that dates back to 1896. It was the first sans-serif typeface to ever be widely used and it later influenced the design of Helvetica. Akzidenz Grotesk has a much lower x-height than Helvetica which is an easy way to tell the two apart. I’m always happy to see Akzidenz Grotesk used on the web in place of Helvetica because it immediately gives the design a much more distinctive feel. Like most sans-serifs Akzidenz Grotesk is ‘monoline’ in structure, with all strokes of the letter of quite similar width, giving a sense of simplicity and an absence of adornment and flourishes seen in many more decorative sans-serifs of the late nineteenth century influenced by the Art Nouveau style. Modern type designer Martin Majoor has described the general design of Akzidenz Grotesk and its ancestors as similar in letterforms to Didone serif fonts such as Didot and Walbaum, most visibly in the folded-up apertures of letters such as ‘a’ and ‘c’.
[ Akzidenz Grotesk ]
Typographic Standards
Aa Akzidenz Grotesk Light
Akzidenz Grotesk Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
Akzidenz Grotesk Bold
Akzidenz Grotesk Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+{}:”<>?
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Visual Standards Manual
COLOR PALETTE
BRAND / SYSTEM COLOR
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. Our primary colors are a generous helping to enhance our brand identity. The bright orange and blue provide a energetic and positive personalityâ&#x20AC;&#x201D;everything that RadioShack stands for. So, in order to have a consistent voice, please follow this color palette.
Energetic Bright Orange
Scientific Dark Blue
Pantone Solid Coated Bright Orange C
Pantone Solid Coated 2765C
CMYK: 0 / 76 / 100 / 0
CMYK: 95 / 98 / 37 / 45
RGB: 255 / 95 / 0 / ff5f00
RGB: 33 / 22 / 69 / 201545
PRIMARY BRAND COLOR
Color Palette
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Energetic Bright Orange Pantone Solid Coated Bright Orange C CMYK: 0 / 76 / 100 / 0 RGB: 255 / 95 / 0 / ff5f00
Scientific Dark Blue Pantone Solid Coated 2765C CMYK: 95 / 98 / 37 / 45 RGB: 33 / 22 / 69 / 201545
Black Pantone Solid Coated Black 6c CMYK: 81 / 70 / 59 / 75 RGB: 17 / 24 / 32 / 10181f
Gray Pantone Solid Coated 428c CMYK: 23 / 17 / 16 / 0 RGB: 195 / 198 / 200
SYSTEM COLOR
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Visual Standards Manual
FUTURE EXTENSIONS
RadioShack are ideally placed to be innovation champions, identifying and exploring emerging and existing technology with the business.Their main purpose is help people to build and invent in order to create the infinite possibility of interaction between DIY technology and life. The new brand encourages public bring innovation to life.
DIAGRAM I
M
L [1] RadioShack SciTech Center
I
M
L [16] Science and Tech Summer Camp
I
M
L [2] RS Online STEM Class
I
M
L [17] First Robotics Championship
I
M
L [3] RS Discovery Library
I
M
L [18] RadioShack Connects
I
M
L [4] Engineering Language community
I
M
L [19] RS Cloud Tech Service
I
M
L [5] RS Creative Lab
I
M
L [20] RS SciTech Games
I
M
L [6] RS Institute for Design
I
M
L [21] RS–Radio Broadcast
I
M
L [7] RS Talented House
I
M
L [22] RS Theatre
I
M
L [8] Radio Shack Rewards
I
M
L [23] RS Online Library
I
M
L [9] RS Academy on Campus
I
M
L [24] RS Chat
I
M
L [10] Inventor Competition
I
M
L [25] RadioShack DIY Store
I
M
L [11] RS SciTech Festival
I
M
L [26] RS STEM Product Line
I
M
L [12] RadioShack New Tech Forum
I
M
L [27] RS Donation Center
I
M
L [13] Science and Technology Field Tour
I
M
L [28] RS STEM Campaign
I
M
L [14] New Tech Event
I
M
L [29] Radio Shack Consultancy
I
M
L [15] DIY Week
I
M
L [30] RS On–line Electronic Components
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New Features
I
INSPIRE
MOTIVATE
M _Product _Service
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21
17 14
12
5
11
26
1 16
7 6
9
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23 4 29 2
LEARN L
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_Educational
27
_Environment
20
19
25
_ Experience
10
22
_ Events
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Visual Standards Manual
EDUCATION
[1] RadioShack SciTech Center
SE
EX
EN
ED
PR
PRODUCTS
SE
SERVICES
EX
EXPERIENCES
ED
EDUCATIONAL OPPORTUNITIES
EN
ENVIRONMENTS
EV
EVENTS
[6] RS Institute for Design
ED SE
From this place, people can playing and experimental
It provide local artists and designers a place for
the tech world. The Tech celebrates the present and
networking, professional tech lectures to motivate, inspire
encourages the development of innovative technology for a
designers work art, their design work combined with
more promising future. People can come and explore over
science and technology.
200 interactive STEM (science, technology, engineering, mathematics) exhibits which inspire education and imagination. the goal is to cultivate the new generation to be innovator
[7] RS Talented House
SE
ED
As a talent agency and representative to people who have talent in tech can share what they can do. Gathering public ideas together to getting new ideas to invent.
[2] RS Online STEM Class
ED SE
From this Innovation class, people can get one-on-one live
[8] RS Academy on Campus
support and a tech course adviser (demystify technology)
In order to provide the access to technology for young
to cultivate the people interest in technology.
generation and make their life more convenient and
ED
SE
innovative. RS offers partnerships with universities where
[3] RS Discovery Library
SE
EN
young generation can attend specific classes of science,
ED
This library open to the public and provides all sorts of science, technology, diy tech, etc, people can discovery and research from it and solving the tech problems.
[4] Engineering Language community
SE
ED
Where people get together to teach and learn some complex and professional tech or engineering languages.
[5] RS Creative Lab
ED SE EX
People who join this lab that encourages team work and creativity in comfort environment, and will be equipped perfect facility and best service.
engineering and design. RS will partner with different universities.
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New Features
EVENTS
[1] Inventor Competition
[7] Science and Tech Summer Camp
EN EV
ED EV EX
RS will host a competition for public who can bring their
The summer technology camp is a collaborative learning
own team to join and build a small DIY project, it will be
environment that motivates students to learn new STEM
different categories of competitions.
skills and allows them to feel empowered to become the
[2] RS SciTech Festival
next generation of developers, game designers, coders,
EN EV
entrepreneurs, and engineers. The Summer Campsâ&#x20AC;&#x2122; STEM
This festival celebrates the leacing role in science, inspire and spark imagination across entire communities and connects visitors in a fun, dynamic atmosphere.
[3] RadioShack New Tech Forum
EN
EV
Participants will enjoy the in-depth discussions and content rich briefings about current trends and opportunities, in addition to several networking activities, private meetings, and the chance to hear about ground-breaking innovations.
[4] Science and Technology Field Tour
EX EV
Go outdoor to discover how science and technology influence peopleâ&#x20AC;&#x2122;s life and then get inspired.
[5] New Tech Event
EN EV
This event give the platform for public from all over the world show and sell their new tech project or any DIY stuff.
[6] DIY Week
EV
RS DIY week is an annual tech fair to showcase the works and award engineer who make great contribution to this community.
enrichment programs offer kids a wide variety of summer technology camps including programming, game design, robotics, & engineering that blend education with fun.
[8] First Robotics Championship EN EX EV More than thousand students from around the globe traveled to this competition, Under strict rules, limited resources, and time limits, teams are challenged to fundraise, design a brand, exercise team work, and build and program robots to perform tasks against competitors.
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Visual Standards Manual
MEDIA
[1] RadioShack Connects
SE
EX
PR
PRODUCTS
SE
SERVICES
EX
EXPERIENCES
ED
EDUCATIONAL OPPORTUNITIES
EN
ENVIRONMENTS
EV
EVENTS
[6] RS Online Library
ED
SE
RadioShack give you new perspective and platfrom to the
Different with the physical library, this online library provide all
technology world, people from different countries can
types of digital books available on their platform. Public can
communicate, sharing with other people on this social
rent, purchase and free read from your any device.
media platform. Science and Technology is letting people link up with more and more people who share a vocational
[7] RS Chat
or avocational interest.
The main function from this app, it is as a support app
PR SE
belong with RS Window, It is a good tool for people to
[2] RS Cloud Tech Service
SE
communication in-depth with others.
RS offer a server to people can host their websites in order to show and promote their work and connect to other people around the world.
[3] RS SciTech Games
EX
SE
PR ED
RS explored the entertainment part for customers get involved in technology world. A typical VR system can realize simulation of real scene in which visitors inaccessible to the real site can enter a virtual environment and interact with it.
[4] RSâ&#x20AC;&#x201C;Radio Broadcast
SE
RS radio as an online live broadcast which is target to the latest news on science and technology for customers.
[5] RS Theatre
EN
This Theatre mainly aimed at those engaged in science, technology, DIY tech program producing, college students as well as people who interested in Science fiction movies, documentary and programs.
New Features
BUSINESS
[1] RadioShack DIY Store
PR SE
is an important part of E-business, including network
EX
RS offers different kinds of DIY units with guide book, in order
supermarket, network commercial centre and network
to encourage people to get in touch with technology world.
auction. This platform aim to take care the online tech product buyer.
[2] RS STEM Product Line
PR
The most advanced technology products are designed
[7] Radio Shack Rewards
and developed by RadioShack. All those advanced and fun
Radio Shack give financial support and reward for
proucts will sell to people who interested in.
technological innovators. As Sponsors to support and
[3] RS Donation Center
encourage them.
SE
Where people can donate discarded electronic gadgets, then it can provides free resources for anyone who interested in DIY tech.
[4] RS STEM Campaign
PR
SE
EN
This Campaign main purpose to improve people innovation ability and gather new innovators by providing public the tools and the appropriate environment, education and services.
[5] Radio Shack Consultancy
SE
Radio Shack Consultancy will aid the technology company business owners to take their enterprise to the higher level and get more business opportunities.
[6] RS Onâ&#x20AC;&#x201C;line Electronic Components Mall
SE
Online mall industry competitiveness of e-commerce in the future is the important means. Network shopping
SE
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SOURCES [1] Chapter 1 RadioShack TRS-80 Computer http://assets.bwbx.io / Page 6 [2] A RadioShack store in Dallas, 2015 https://qzprod.files.wordpress.com / Page 8 [3] Boston Computer Show, RadioShack TRS-80 Micro Computer https://www.wired.com / Page 9 [4] RadioShack store, 1963 http://www.shorpy.com / Page 11 [5] Moogâ&#x20AC;&#x2122;s DIY Kit https://www.wired.com / Page 11 [6] Chapter 2 http://www.blach.com / Page 14
Copyright ©2016 Linyi Guo All rights reserved Printed in the United States of America Design & Concept / Linyi Guo Copy & Editing / Linyi Guo Typefaces: DINPro / Akzidenz Grotesk Title / RadioShack The Visual Standards Guide This book was created as part of a project for Academy of Art University 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity / Fall 2016 Instructor / Hunter Wimmer