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.

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.

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

Primary horizontal

Radio Shack

Compact stacked

Radio
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.

Modern neighborhood electronics workshop storefront at dusk — Storefront / neighborhood workshop

Premium modular electronics component packaging on a warm workbench — Packaging / component-first

RadioShack utility app interface for finding components and repair guides — App / project-first utility

Matte black gift card with red tools and a compact circuit board — Gift card / permission to begin

People learning to solder and repair electronics at a shared workshop bench — In-store / questions welcome

08 / Social system

Show the doing.

09 / The change

From retailer to catalyst.

BeforePassive / dated / generic

Muted, dated electronics storefront before the rebrand

RRadioShack

A place to buyTransactional category retail

Muted systemGray, red and little hierarchy

Remember when?A story pointed backward

AfterActive / useful / unmistakable

Revitalized neighborhood electronics workshop storefront after the rebrand

Radio
Shack

A place to startRetail + learning + repair

Signal systemOwnable, physical and alive

What’s next?A story pointed forward

Same spirit / new charge

Makepossible.

Humanagency.