Studio BenchworkBrand Revitalization — 2026

RadioShack

The workshop for the electric age. Technology you can touch.

A rebrand in ten slides · advance with →

02 — Strategy

The sealed-box era is over.
We sell the opposite of a black box.

Who it's for now

The hands-on majority

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

The workshop for the electric age

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

A hundred years of "you can do this"

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

Bench-tested. Plain-spoken. On your side.

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

The Signal Node. A wave you can hold.

Primary — Signal Orange on Bench

Primary

Monochrome

Reversed

16px

32px

48px

Small-size / favicon — simplified stroke

04 — Wordmark & lockups

One word, two weights. The capital S stays.

RadioShack

Custom grotesk · 900 weight · tracking −4.5% "Shack" always Signal Orange in 2-color use

Horizontal lockup

RadioShack

Stacked lockup

RadioShack

Tagline lockup

Open it up.RadioShack

05 — Color

A hardware palette, not a software palette. No tech blue anywhere.

50%

Bench

#F3EFE6

Warm workbench off-white. The default canvas — paper, pegboard, kraft.

28%

Graphite

#17140F

Near-black with heat in it. Type, storefronts, tool casings.

15%

Signal Orange

#FF4D00

A soldering iron at temp and a live wire. Used to point, never to flood.

5%

Copper Trace

#B5713A

The exposed circuit. Secondary marks, packaging foils, wayfinding.

2%

Phosphor

#2E9E63

The oscilloscope trace and the power LED. Functional only: success states, "in stock".

Bench 50

Graphite 28

Signal 15

5

Rule of thumb: if a layout is more than one-fifth orange, it isn't a RadioShack layout.

06 — Typography

One grotesk for the voice, one mono for the specs.

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

Display96 / .92Open it up

H164 / 1.0Fix the thing

H240 / 1.05Saturday build class

H328 / 1.1Parts you'll need

Body18 / 1.6Everything ships with instructions a human wrote.

Mono13 / 1.5STEP 03 — TIN THE TIP FIRST

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

The system at work. Street, shelf, screen, pocket.

RadioShack storefront at dusk with orange neon Signal Node mark

Storefront signage

RadioShack Learn-to-Solder Kit packaging on a dark studio surface

Product packaging

App UI

Identity in print

In-store workshop bench — teen and employee soldering together

In-store — the bench

09 — Social

Content from the bench, not the brand book.

RadioShack

@radioshack

Hands soldering a vintage game console motherboard on a cluttered workbench

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

Wall of labeled component parts drawers, one pulled open

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."

Battery clubClearanceMall corridorRed italic serif

VS

After — 2026

RadioShack

Open it up.

Same name. Same promise. Finally aimed at the people who were always its future.

RadioShack

The sealed-box era is over.We sell the opposite of a black box.

The hands-on majority

The workshop for the electric age

A hundred years of "you can do this"

Bench-tested. Plain-spoken. On your side.

The Signal Node. A wave you can hold.

One word, two weights. The capital S stays.

A hardware palette, not a software palette. No tech blue anywhere.

One grotesk for the voice, one mono for the specs.

The system at work. Street, shelf, screen, pocket.

Content from the bench, not the brand book.

The sealed-box era is over.
We sell the opposite of a black box.