Who it’s for
Curious doers
First-time fixers, student builders, weekend inventors and working pros who would rather understand the thing than replace it.
RadioShack / Brand Reset / 2026
Make
possible.
A new operating system for an old American original
The neighborhood launchpad for people who make things work.
01 / Strategy
Human
agency.
Technology feels abstract. RadioShack makes it physical, useful and yours again.
Positioning
Parts + momentum
More than a retailer: the fastest local route from “could this work?” to “look what I made.”
Brand story
Ideas need a place
Every neighborhood deserves a counter where questions are welcome, parts are tangible and a half-formed idea can become real.
Tone of voice
Direct. Electric.
Expert without ego. Practical without being dry. We speak in active verbs and give people the confidence to begin.
ClearUsefulRestless
02 / The mark
The Relay. An R built as a hard-working circuit: input, charge, forward motion. Its bolt-shaped counter is the spark that turns a part into a possibility.
One mark.
Always on.
Primary / Signal
Monochrome / Ink
Reversed / Bone
Micro / 16 px+
03 / Wordmark + lockups
RadioShack wordmark and logo lockups
RadioShack
Primary horizontal
Radio Shack
Compact stacked
Radio
Shack
Shack
Campaign endorsement
Make it real.From RadioShack
04 / Color system
Color with a job.
Warm utility neutrals carry the system. Signal Red directs action. Bench Lime appears only where discovery deserves a jolt.
Worktop Bone
#F0EBE0
The warm, tactile base: approachable, bright and built for dense information.
Carbon Ink
#171613
Authority and contrast without sterile, absolute black.
Signal Red
#EF3F2B
The action color: marks, signs, calls and moments of ignition.
Bench Lime
#D6E45D
A rare highlighter for demos, discovery and delight.
64 / surfaces24 / type + structure10 / action2 / spark
05 / Typography
Build loud.
Explain clearly.
A compressed headline gets attention. A calm humanist body face gets the work done. The contrast is our voice: energy, then guidance.
Display / DIN Condensed Bold
Compact voltage
All caps. Tight set. Short, active statements.
Body / Avenir Next
Useful by design
Sentence case. Generous leading. Instructions people want to read.
D1Make it real104 / 84
H1Start building64 / 56
H2Find the part40 / 38
LeadQuestions are welcome here.24 / 30
BodyThe right part turns a stuck project into a working one.16 / 24
LabelComponent / 04A12 / 14
Pairing rule /Display leads in five words or fewer. Body copy answers what, why or how. Never set paragraphs in condensed type.
06 / Tagline + messaging
Make it real.
Find the part.Retail / utility promise
Fix the thing.Repair / service promise
Build what’s next.Learning / maker promise
07 / Applied identity
Built to work in the world.
Radio Shack
Component 04ASolder
Station
Station
Make something.
Ask us anything →
08 / Social system
Show the doing.
@radioshack•••
Fix the
thing.
thing.
radioshackDon’t replace the synth. Replace the 47µF capacitor. We’ll show you how.
@radioshack•••
Small part.
Big solve.
Big solve.
radioshackPart 04A is tiny. The Saturday it saves is not.
@radioshack•••
It moved.
radioshackBuild Night, Thursday at 7. Bring the idea. Borrow the bench.
@radioshack•••
Made by
Maya.
Maya.
radioshackMaya needed a light by 6. At 5:42, she built one.
09 / The change
From retailer to catalyst.
BeforePassive / dated / generic
RRadioShack
A place to buyTransactional category retail
Muted systemGray, red and little hierarchy
Remember when?A story pointed backward
AfterActive / useful / unmistakable
Radio
Shack
Shack
A place to startRetail + learning + repair
Signal systemOwnable, physical and alive
What’s next?A story pointed forward
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