RadioShack
@radioshack
Your console isn't dead. It has a $2 capacitor problem. Fix it tonight — here's the 4-minute how-to.
The workshop for the electric age. Technology you can touch.
A rebrand in ten slides · advance with →
02 — Strategy
Who it's for now
Makers, fixers, students, modders, first-time solderers and the right-to-repair generation. Not nostalgic hobbyists — people in their teens to forties who'd rather open a device than replace it.
Positioning
Big-box stores sell sealed products. Online carts sell faceless parts. RadioShack is the only national retailer where you buy the component, learn the skill, and get your project working — in one stop.
Brand story
RadioShack didn't sell electronics; it taught America electronics. We don't revive the nostalgia — we revive the behavior. The parts bins, the bench, the person behind the counter who actually knows.
Tone of voice
We talk like the smartest person at the workbench, not a keynote stage. Specific, encouraging, never precious.
"Experience innovation." → "Here's how to fix it. Takes ten minutes."
03 — The logo
04 — Wordmark & lockups
Open it up.RadioShack
05 — Color
Bench
#F3EFE6
Warm workbench off-white. The default canvas — paper, pegboard, kraft.
Graphite
#17140F
Near-black with heat in it. Type, storefronts, tool casings.
Signal Orange
#FF4D00
A soldering iron at temp and a live wire. Used to point, never to flood.
Copper Trace
#B5713A
The exposed circuit. Secondary marks, packaging foils, wayfinding.
Phosphor
#2E9E63
The oscilloscope trace and the power LED. Functional only: success states, "in stock".
Rule of thumb: if a layout is more than one-fifth orange, it isn't a RadioShack layout.
06 — Typography
Display — Bench Grotesk 900, tracked tight
Built, not
bought.
Body copy is set in the same family at regular weight — the voice of a person who has actually done the repair. Sentences are short. Units are exact. Encouragement is free.
PART NO. 276-0175 · 10kΩ ±5% · IN STOCK — AISLE 3
Pairing rules. Grotesk speaks; mono annotates. Never set a sentence in mono, never set a part number in the grotesk. Headlines are always tight-tracked, always sentence case, and always end the conversation — not start it.
07 — Tagline & messaging
Open it up.
Two words that are a permission slip, a philosophy, and a dare
LINE / 01
If you can open it, you can own it.
LINE / 02
Repair beats replace.
LINE / 03
Solder is a life skill.
LINE / 04
The parts are here. So are the people.
08 — Applied
Learn-to-Solder Kit v3
PART NO. 277-0103 · AGES 12+
$50
Gift card · good for parts & classes
OPEN IT UP.
09 — Social
RadioShack
@radioshack
Your console isn't dead. It has a $2 capacitor problem. Fix it tonight — here's the 4-minute how-to.
♥ 48.2K · #OpenItUp
RadioShack
@radioshack
Saturday Build Class, week 6. Maya, 11, built this. We just handed her the parts. Sign-ups for July are open.
♥ 112K · #BuildClass
RadioShack
@radioshack
Day 1 of asking: what should drawer 004 hold? Wrong answers encouraged. Right answers get stocked.
♥ 31.7K · #PartsBin
RadioShack
@radioshack
Same devices. Different fate. Repair beats replace — bring anything in during Fix-It February, labor's on us.
♥ 89.4K · #RepairBeatsReplace
Before — 2015
RadioShack
"You've got questions, we've got answers."
After — 2026
RadioShack
Open it up.
Same name. Same promise. Finally aimed at the people who were always its future.