THE VISUAL DEVELOPMENT GUIDE
THE VISUAL DEVELOPMENT GUIDE
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Table of Contents
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C Co onc C n ep I d o n c ce p t 0 Co ea ep t 0 1: Th nc : Le t 0 2: Su Th e e p t t 3: A c pp e F in t 0 e r s L in ce s o r t Fi a 4 k / si na l S : B co b i l W ym ui nn lit y l d or bo ec dm l t ar k
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chapter
01
ORIGINS
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Radioshack
Radioshack Corporation, known as Tandy Corporation from when it was acquired 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— as well as audio and video equipment, satellite systems, personal computers, and other electronics products. Their original purpose was to provide equipment for the then-nascent field of amateur, or ham radio. However, through time, Radioshack decided to approach a broader audience, especially the mobile devices sector.
Through time, Radioshack decided to approach a broader audience, especially the mobile devices sector.
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Our Past
Radioshack is an American chain of wireless and
Tandy acquired several other companies which granted
electronics stores founded in 1921 by Theodore and
Radioshack to sell products of their own brand, such as
Milton Deutschmann in Boston. The company
batteries and personal computers.
original purpose was to provide equipment for the then-nascent field of amateur, or ham radio.
Some called Radioshack, “The McDonalds of Electronics” or the “Walmart of Hi-Tech”. Not only did Radioshack
In the 20s, 30s, and 40s, Radioshack weather the
grow in number of stores, but in the quantity, quality and
depression and operated as a small but successful ham
sophistication of its products. The incredibly popular
radio business. By the 1950s its retail footprint had
citizen-band radios, were one of its top selling items, and
grown to encompass nine stores and a thriving mail
personal computers.
order business. Then came the 1960s and Radioshack’s first flirtation with bankruptcy, amid a downturn.
During the ’80s, the company was considered the biggest manufacturer of personal computers in the World. Due
In 1962, the company was bought by Tandy Corporation
to business change, however, the company discontinued
as Radioshack was almost bankrupt.
their own brands products line and opt to invest on a repair service.
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During its brightest years, in the late ’90s, Radioshack operated stores in the United States, Mexico, United Kingdom, Australia, and Canada. The ‘90s brought a rejuvenation of Radioshack’s core business. The company saw an explosion in personal communications. The company invented the Family Radio Service, which uses license-free 2-way personal radios. However, due to outdated management models, small variety of products, costumer service neglecting, shortage of products, Radioshack struggled with a long decay and, in 2015, they filled for Chapter 11 bankruptcy protections.
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RADIOSHACK
The Visual Development Guide
Our Logo Through Time
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ORIGINS 13
chapter
02
COMPETITORS
RADIOSHACK
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The Visual Development Guide
Current Competitors The current competitors are the companies that compete with Radioshack’s audience by providing
MAIN COMPETITORS
the same services and products. Some companies listed are partial competitors because they operate in fields that competes strongly with at least one of the multiple Radioshack’s sectors.
BEST BUY The reason why this company is one of the main competitors is because they operate in the exact Radioshack business, but with larger stores. They were one of the main reasons why Radioshack lost a big portion of its public . Best Buy is an American multinational consumer electronics corporation headquartered in Richfield, Minnesota, a Minneapolis suburb.
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COMPETITORS
F R Y ’ S E LEC T R O N I C S
A M A ZO N
W A LM A R T
They are a consumer electronic store chain which
This was one of the responsible for a revolution on
Walmart is not a consumer electronic store, but
one of the main competitors was Radioshack.
online sales of consumer products. Despite Amazon
they are a strong competitor as an electronic seller.
However, despite the chain is not massive as
is more than an online electronic products retailer,
As an hypermarket, the variety of products allows
Radioshack once was, they are still around.
they certainly influenced on the drop of Radioshack
the public to buy all they need at one trip, including
popularity due to convenience and variety of goods.
products they would buy at Radioshack.
Fry’s Electronics is an American big-box store and
Amazon is an American electronic commerce and
Headquartered in Bentonville , Walmart is an
retailer of software, consumer electronics, household
cloud computing company with headquarters in
American multinational retail corporation that
appliances and computer hardware. Fry’s has in-
Seattle, Washington. It is the largest Internet-based
operates a chain of hypermarkets, discount
store computer repair and custom computer building
retailer in the United States.
department stores and grocery stores.
services.
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RADIOSHACK
The Visual Development Guide
CONSUMER ELECTRONICS STORES
COMPETITORS
ELECTRONICS AS NOT PRIMARY MERCHANDISE
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RADIOSHACK
The Visual Development Guide
PARTIALLY COMPETITORS
COMPETITORS
ONLINE COMPETITORS
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RADIOSHACK
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The Visual Development Guide
Future Competitors These competitors are the companies Radioshack envision where it will be after its re-branding. Some of
MAIN COMPETITORS
the companies may be from very different fields, but they stand for similiar ideals or execute services that attends Radioshack’s ideals.
H O N DA Honda is a great example of technology for innovation. Although their main products are cars and motorcicles, they also invest in adjacent sectors involving transportation—such as airplanes and new energy—,as well as robotics and human physical needs. Honda is a Japanese public multinational corporation primarily known as a manufacturer of automobiles, motorcycles and power equipment.
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COMPETITORS
I D EO
G O O G LE
O PE N S O U R C E
This company focus is design for people. They use
This is a massive company that launches several
Open source concept is the “collaboration for
design thinking and research to solve problems
digital products. They are not afraid to support and
development� which Radioshack also stands
in innovative ways. They proved that thinking
launch inexistent services and innovative products.
for. Open source is an excelent example of how
differently and using tools creatively can lead to
In addition, they encourage their employees to
sharing the knowledge can enhance the quality and
great solutions.
create and invest on new ideas.
innovative level of products and services.
IDEO is an international design and consulting
Google is an American multinational technology
The initiative was formed by Eric S. Raymond and
firm founded in Palo Alto, California, in 1991. The
company specializing in Internet-related services
Bruce Perens in 1998. The open-source model is a more
company uses the design thinking methodology
and products. These include online advertising
decentralized model of production, in contrast with
to design products, services, environments, and
technologies, search, cloud computing, and software.
more centralized models of development such as those
digital experiences.
typically used in commercial software companies.
The various ways of creating a culture of innovation that we’ve talked about so far are greatly influenced by the leaders at the top. Leaders can’t dictate culture, but they can nurture it. They can generate the right conditions for creativity and innovation. Metaphorically, they can provide the heat and light and moisture and nutrients for a creative culture to blossom and grow. —Tom Kelley
General manager of IDEO and author of the best-seller The Art of Innovation
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RADIOSHACK
The Visual Development Guide
FOCUS ON INNOVATION
COMPETITORS
DIGITAL PRODUCTS DEVELOPMENT
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RADIOSHACK
The Visual Development Guide
EDUCATION AND COLLABORATIVE EDUCATION/DEVELOPMENT
COMPETITORS
ELECTRONICS PRODUCTS DEVELOPMENT AND SERVICES
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chapter
03
VISUAL DEVELOPMENT
RADIOSHACK
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The Visual Development Guide
Initial Concepts PHASE 1 / CONCEPT 01:
PHASE 1 / CONCEPT 02:
SUPPORT
ACCESSIBILITY
Keywords:
Keywords:
guide, hands, cheer, bridge, pillar
Key, door, portal
Words that defines “support” are: auxiliary,
Other meanings are: approachability, convenience,
complementary, assistant, contributory, something
openness, receptiveness, approach, connect, entry,
that holds up a structure, reinforce, hold, take care,
path, route, way.
provide, advocate, believe.
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VISUAL DEVELOPMENT
PHASE 1 / CONCEPT 03:
PHASE 2 / CONCEPT 04:
LINK/CONNECT
BUILD
Keywords:
Keywords:
wires, lines and dots, hands, brain/neurons
assemble, puzzles, building tools
Words that defines “link” are: connection, network, tie,
Other meanings are: put together, assemble,
interlace, equal.
erect, form, make, manufacture, produce, develop, improve, strengthen.
RADIOSHACK
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The Visual Development Guide
Concept 01 Support IDEA 1:
BRIDGES, PILLARS, TRIANGLES
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 2:
NURTURE, HANDS, SURROUND, PROTECT
This sketch is the strongest one of the set, which represents two hands nurturing ideas to encourage innovation, as if Radioshack would provide the right environment to allow great new ideas.
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
Concept 02 Accessibility IDEA 1:
KEYS
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 2:
BIRD WITH KEY
One of the symbolic meanings of a bird is the transportation of letters and messages, which would represent the connection between people Radioshack promotes.
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 3:
BIRD WITH GEARS
Still working with the bird concept, now aligned with gears, which represents technology and pieces that must interact with others to make the whole work.
VISUAL DEVELOPMENT
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The Visual Development Guide
Concept 03 Link/connect IDEA 1:
ARROWS, NEXUS, COMMON DESTINATION
VISUAL DEVELOPMENT
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The Visual Development Guide
VISUAL DEVELOPMENT
IDEA 2:
PROGRAMMING CODES
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RADIOSHACK
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The Visual Development Guide
IDEA 3:
CONNECTION, DIGITAL, WI-FI
These are options for signal waves which represent ideas that would be spread. The circular version is more accurate to waves shapes, while the hexagons would provide a more technological feel to the symbol.
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VISUAL DEVELOPMENT
radioshack
radioshack
RADIOSHACK
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The Visual Development Guide
Idea: Letters IDEA 1:
LETTER “R”
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
VISUAL RESARCH:
“R” SYMBOLS
To verify the existence of any logo that may be too similar to Radioshack’s new logo and to avoid confusion with other logos, a visual research was made with symbols using the letter “R.”
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 1:
LETTER “R” COMPUTER VERSIONS
In this circular version, the light blue shape embraces the main circle which forms the letter “R.” In contrast, there is a very clean and minimalist wordmark that enhances the technological feel to the logo.
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VISUAL DEVELOPMENT
radioshack
radioshack
radioshack
radioshack
RADIOSHACK
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The Visual Development Guide
VISUAL RESARCH:
CIRCULAR SYMBOLS
As the circular logo was one of the stronger options at the time, a visual research to collect other logos with similar shapes was conducted. Through this research, it is possible to identify visual competitors that are too similar which may contribute to modify an option to turn it more unique or eliminate that alternative.
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 2:
ACRONYM “RS”
VISUAL DEVELOPMENT
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RADIOSHACK
The Visual Development Guide
VISUAL DEVELOPMENT
IDEA 3:
“RS” AND PATH
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The Visual Development Guide
Concept 04 Build IDEA 1:
PIECES FORMING “RS”
VISUAL DEVELOPMENT
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The Visual Development Guide
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
VISUAL RESARCH:
“RS” SYMBOLS
To avoid similarities with other logos, a visual research was executed and logos which symbol is “RS” were collected.
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 2:
ASSEMBLING PIECES
It was explored a possible 3D version. Although it adds an interesting and unique feature to the logo by becoming tridimensional, the understanding levels is poor and unpredictable.
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 3:
“RS” ORIGINATED FROM THE “ASSEMBLING PIECES” EXPLORATION The highlighted sample is the most balanced and finalized version of this symbol exploration. The interesting point of this alternative is the possibility of standardization of spaces and stroke widths.
VISUAL DEVELOPMENT
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The Visual Development Guide
VISUAL DEVELOPMENT
IDEA 4:
BUILD TOOLS AND CIRCULAR PIECES
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VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
VISUAL RESARCH:
HEXAGON AND WRENCHES
This visual research consist of symbols that represents wrenches and hexagons. As this set of sketches have present the same visual element, to avoid confusion by a too similar logo, the following images were collected.
VISUAL DEVELOPMENT
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RADIOSHACK
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The Visual Development Guide
IDEA 5:
PIECES FORMING THE LETTER “R”
This is a very interesting symbol because it indicates various paths that takes your eyes to the R’s center. It is quite urban and encourages interaction and dynamism.
VISUAL DEVELOPMENT
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The Visual Development Guide
IDEA 6:
TANGRAM
The logo on the left represents an “R” with some of the Tangram pieces. It is simple and gives a tridimensional sensation.
VISUAL DEVELOPMENT
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The Visual Development Guide
Exploration using physical Tangram pieces. It was used two sets of the puzzle and it started with more complex structures, creating shapes with more Tangram pieces. In the end, the number of pieces were reduced and minimal shapes started to be formed.
VISUAL DEVELOPMENT
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The Visual Development Guide
The Final Symbol
The basic shape of the logo is a square as in a Tangram. The visual shapes are composed of the geometric puzzle pieces as well as the negative spaces.
TANGRAM SELECTED SHAPES
SYMBOL ELEMENTS POSITION
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VISUAL DEVELOPMENT
5.6x
3.6x
SYMBOL CONSTRUCTION
x x 2.6x 45째 45째 2.8x 0.8x 5.6x 45째
3x
1.8x
3x
1.8x
2.6x
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The Visual Development Guide
The Final Wordmark WORDMARK
The typeface used in Radioshack wordmark is Bebas
Among the modifications, the letters strokes were
Neue. To achieve better balance between the elements,
re-constructed to make them even, as well as the letter
we performed some modifications as shown on the
width; the letters R, A, H and K’s x-heights were aligned
sample, where the solid color is the new version and
and the width were adjusted to be consistent; letter
yellow strokes is the original version before being
R leg went through a slight modification to become
modified.
vertically straight; the S an C letters were re-built to become more similar and balanced.
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VISUAL DEVELOPMENT
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First published in 2016 Š 2016 Evelyn Furuta All rights reserved. No part of this publication may be reproduced, stored in retrieval system or transmited, in any form or by any means, electronic, mechanical, photocopy, recording or otherwise, without the written permission of Radioshack. Printed in the United States of America.
Title: Radioshack The Visual Development Guide Designed by: Evelyn Furuta yurifuruta@gmail.com website www.innovationwithinreach.technology