RadioShack · Brand Revitalization · Pitch — 2026
RadioShack
Open everything.

The comeback isn’t retro. It’s the return of the only store that ever handed you a screwdriver instead of a sales pitch — rebuilt for the generation that just won the right to repair.

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02 · Strategy

Everyone sells finished tech.
We sell the inside.

Who it’s for

The Openers

Repairers voiding warranties on principle. Makers with drawers full of resistors. Parents raising kids who ask how, not which. Sixteen to sixty, they share one instinct: when a thing breaks, reach for a screwdriver before a credit card. The right-to-repair generation finally has the law on its side — and nowhere to buy the parts.

Positioning

The hands-on technology store

For people who’d rather open it than replace it, RadioShack is the front door to hardware — the parts, tools, and know-how to build, fix, and understand the technology you own. Not a gadget shop. Not a nostalgia act. The one retailer whose product is capability.

Brand story

Back to the original job

In 1921 we sold radio parts to amateurs the industry ignored. For sixty years, half of America’s engineers had their first “it works!” at our parts wall. Then we tried to be a phone store and forgot who we were. The revival isn’t reinvention — it’s returning to the one job only we ever did, in an era that suddenly needs it again.

Tone of voice

Spec-sheet honest

Plainspoken — we write like a good manual, never like a mall. Wry, not wacky — the dry humor of people who actually read datasheets. Encouraging — every answer ends in “you can do this.” Never gatekeeps — jargon gets explained, never performed.

03 · The mark
The Open Loop · primary mark

The Open Loop

A circuit, one node from closing. The gap is deliberate — it’s where you come in. It reads as a power symbol, a port, a part on a schematic; rotate it in your head and the counter of an R appears. When the loop closes, things turn on. That’s the whole brand in one stroke and one dot.

Primary
Monochrome
Reversed
Favicon · 48/24/16
04 · Wordmark & lockups
RadioShack.
Horizontal · default
RadioShack
Stacked · signage
RadioShack
Mark only · earned contexts
05 · Color

We kept one thing: red.
Then we recharged it.

Live Wire

#FF3D2A

Heritage red, rewired — from clearance-sale red to current-carrying red. The accent that says “on.”

Chassis

#16130E

Warm near-black, like a matte enclosure. Carries type, signage, and everything structural.

Solder

#F2EDE3

Workbench light, not showroom white. The default ground every layout sits on.

Copper

#C97B4A

The trace under every board. Our warmth — used sparingly for detail, spec, and reward moments.

Static

#8B857A

Utility gray for secondary text, rules, and captions. Never decorative, always legible.

SOLDER 52%
CHASSIS 28%
LIVE WIRE 12%
5
3
Usage proportions — red is the current, not the wallpaper.
06 · Typography
Aa Rr 47Ω

Archivo Expanded — the sign

Headlines, wordmark, display. Set 800–900, stretched wide, tracked tight. Confident like painted signage, engineered like a grid.

Aa Rr 47Ω

IBM Plex Mono — the schematic

Labels, specs, prices, captions. The voice of the datasheet. Never used for paragraphs — only for facts.

Display · 900 · 96Open everything.
H1 · 800 · 56The parts wall is back.
H2 · 700 · 32Aisle 4 — Passive components
Body · 450 · 18A 220-ohm resistor limits current so the LED glows instead of dying. Grab the five-band kind; your future self will thank you.
Spec · Mono · 13R-220Ω ±5% · PACK OF 50 · $2.49 · AISLE 4, DRAWER 118
  • Pairing — one voice shouts, one voice measures. Never both at once.
  • Headlines — sentence case, end with a period. Statements, not slogans-in-caps.
  • Mono — data only: SKUs, specs, prices, timestamps.
07 · Tagline & campaign
Open
everything.
  • The answer is under the lid.Repair services
  • Parts included.Retail · kits
  • Every expert started with a broken thing.Workshops · STEM
  • Don’t just use it. Understand it.Brand · manifesto
Open everything. launch billboard at dusk OOH · launch campaign
08 · The identity in the world
RadioShack storefront at dusk with backlit cream sign and Open Loop mark
Storefront signage
In-store workbench and component drawer wall with red aisle signage
In-store · the parts wall & workbench
Cream packaging boxes for Soldering Kit, Resistor Assortment and Learn LED
Packaging system
App icon
Gift card
0000 2200 4700 1921
Open credit.
Gift card
09 · Social — the new voice in the feed
RadioShack@radioshack
Hands soldering a circuit board at Fix Night
radioshack Fix Night. Fridays, 7pm, every store. Bring the thing that beeps for no reason.
RadioShack@radioshack
The answer is under the lid.
radioshack Your toaster has four screws and one secret. Repair guides now free, in-store and online.
RadioShack@radioshack
> diagnostic complete_

FAULT  : none found
CAUSE  : you wanted to
         see inside
ACTION : respect ✓
radioshack Curiosity is not a malfunction.
RadioShack@radioshack
The restocked 500-drawer parts wall
radioshack Resistors by the drawer, wisdom by the counter. Parts included.
Before · 1995–2015
CELL PHONE
BLOWOUT
60% OFF!!

“You’ve got questions. We’ve got answers.”
…and eventually, neither.

CLEARANCE · EVERYTHING MUST GO
STORE CLOSING · FIXTURES 4 SALE
After · 2026 →
RadioShack
Open everything.
  • Sells phones → sells capability
  • Discount red → live-wire red
  • Mall kiosk → neighborhood workbench
  • “We’ve got answers” → “you can do this”
  • Nostalgia brand → current brand
Thank you · end of deck
RadioShack · Brand Revitalization
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