RadiShack
The parts counter for everything with a chip in it.
Nothing's disposable.
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21 slides
A brand everyone
remembers.
Nobody visits.
RadioShack still holds something almost nothing in retail holds: unaided recognition across three generations, attached to a physical, technical, neighbourhood promise. What it lost wasn't the name. It was the reason.
62Mt
Electronic waste generated worldwide in a single year. Under a quarter of it is formally collected and recycled. UN Global E-waste Monitor, 2024
5
US states with right-to-repair statutes on the books, forcing parts, tools and manuals into the open market.
7,300
Stores at peak. The demand for a competent counter never went away — the format did.
The idea
Everything
is fixable.
The world filled up with sealed, glued, disposable hardware — and then quietly turned against it. Laws changed. Prices changed. People started asking who actually opens the thing.
RadioShack was built to be that answer. We're not reviving a nostalgia brand. We're reinstating a service: the counter on your street that has the part, knows the part, and will fit it while you wait.
Who it's for now
Not hobbyists. Owners. The shift is from people who love electronics to people who are stuck with them.
Primary · 55% of focus
The Keepers
25–45. Owns 12+ connected devices and repairs none of them. Cost-aware, waste-aware, warranty-fatigued.
Comes in for
Screen and battery service
Charging cables and adapters
Out-of-warranty diagnosis
Take-back and data wipe
Wants → the screen fixed today
Blocked by → who do I even ask
We win by → a counter with a queue time
Secondary · 30%
The Builders
Makers, students, e-bike and drone owners, home-lab and 3D-print people. They already buy parts — just from a box that takes four days.
Comes in for
Connectors, headers, JST
Cells, BMS and chargers
Prototyping kit and hand tools
Filament and consumables
Wants → the right connector, now
Blocked by → shipping, MOQs, guesswork
We win by → 4,000 drawers within a mile
Trade · 15%
The Benches
Independent repair shops, school labs, AV crews, facilities and property teams. Low-glamour, high-frequency, contract-shaped revenue.
Comes in for
Bulk component lines
Common OEM spares
Bench tools and consumables
Certified recycling collection
Wants → stock certainty
Blocked by → fragmented supply
We win by → trade accounts + same-day
Positioning
For anyone who owns something with a chip in it, RadioShack is the neighbourhood parts-and-repair counter — the one place that stocks the component, names the price before it touches the bench, and hands the thing back working.
We are
Stocked · Competent · Local · Honest about price · Uninterested in the upgrade cycle
We are not
A gadget store · A nostalgia act · A subscription · A place that sells you a new one
The story
There used to be a drawer for this.

A wall of small labelled drawers, and behind it somebody who could tell a barrel jack from a bullet connector without looking it up. Then everything got sealed shut, and we were told the answer was a new one.

It isn't. The part costs four dollars. The knowledge costs ten minutes. Both of them used to live on your street, and both of them are coming back.
Open it. Fix it. Keep it.
Tone of voice
The voice of somebody who has already opened it, knows what's wrong, and isn't going to make you feel stupid about it.
01 — Specific
Name the part.
Precision is the proof. Numbers, sizes, minutes, dollars. Vagueness is what the other guys sell.
✓ "Ten minutes and a T5."
✗ "Fast, friendly service."
02 — Level
Never condescend.
Explain the thing, not the person. No "simply", no "just", no exclamation marks earning enthusiasm we haven't earned.
✓ "The battery's swollen. Don't charge it."
✗ "Uh oh! Looks like a little problem 😬"
03 — Short
Two lines, tops.
Shop voice, not brand voice. Written the way it's said across a counter, in sentence case, with a full stop.
✓ "We have it. Aisle 3, second drawer."
✗ "Our extensive inventory ensures…"
04 — Unsentimental
No throwbacks.
We're 91 years old and we never mention it. The past is the credential, not the pitch. If a line could sit on a retro t-shirt, cut it.
✓ "Bring it in. Walk it out."
✗ "Remember when things were built to last?"
The mark
The Dial
One shape, two jobs. It is a knurled control knob — the oldest, most physical interface in consumer electronics, and the thing the name RadioShack actually refers to. And its indicator slot is a screwdriver slot: the first cut you make when you decide to open something instead of replacing it.
Construction
Disc ⌀ 76u on a 100u field
32 knurls · 11.25° pitch · r34→r42.5
Slot 78 × 11u · rx 5.5 · rotated −32°
Why −32°
Off-axis reads as turned — a control mid-adjustment, a screw already being backed out. Horizontal reads as a dead logo. Never set it upright.
Four cuts. No others.
Every surface the brand touches is covered by one of these. There is no gradient version, no outline version, no 3D version.
Primary
Shack Red on Aluminium. The default, and the only one that appears on a shopfront.
Monochrome
Graphite. Single-colour print, receipts, invoices, embossing, laser-etch, legal.
Reversed
Aluminium knocked out of Graphite or Red. Used for night signage, apparel, screen dark mode.
64
32
16
Small size / favicon
Below 40px the mark drops its knurl. The teeth fill in at that size and the silhouette stops reading as a circle, so the slot carries it alone — widened to 16u.
RadioShack — find a part ✕
A clean disc holds its edge against a browser chrome at any rendering hint — the reason for the second cut. Favicon ships as SVG with 32/16 PNG fallbacks.
The wordmark
RadiShack
RadiShack
Positive — Graphite on Aluminium
RadiShack
Reversed — Aluminium on Graphite
RadiShack
Signage — Aluminium on Shack Red
RadiShack
RadiShack
Minimum — 96px, then 60px floor
We kept the name and the medial capital. Nothing else.
The camel-case S is the single most recognisable piece of typographic equity the brand owns, and it survives. It's redrawn in Archivo at width 116, tracked −2.6%, so it holds up as a 40-foot fascia and a 90px app splash with the same weight.
The o is the mark.
The fifth character is replaced by The Dial, redrawn without its knurl — at text size the rim fights the letterforms, so the slot alone carries it. The mark and the wordmark are never two assets competing for the same space.
Minimums
Screen  — 96px wide
Print    — 22mm wide
Below that, mark only.
Clear space — 0.5× cap height, all sides.
Lockups
RadiShack
Horizontal — default
Web headers, letterhead, vehicle livery. Mark height = cap height × 1.6.
RadiShack
Stacked
Square formats, tote and apron, awnings, social avatars over 128px.
RadiShack
Repair Counter
Endorsed — service lines
Repair Counter · Parts Wall · Trade · Recycling. The spec band separates, always.
Clear space
x = ¼ ⌀
Never
RadiShack
Don't re-angle the slot
Don't distort
Don't place on colour
Don't crowd the lockup
Colour
Pulled from the resistor colour code — the native colour language of a parts drawer, and the reason the palette can carry information, not just mood.
Shack Red
#E5311D · PMS 179 C
Graphite
#191A1B · PMS Black 6 C
Aluminium
#E8E5DE · PMS Warm Gray 1 C
Copper
#B5722F · PMS 1385 C
Signal Yellow
#F2C230 · PMS 129 C
Steel
#8B9095 · PMS Cool Gray 7 C
The one asset 100% of America still recognises, re-cut hotter and cleaner for screens.
The ink. Anodised-housing black — every tool on the bench is this colour.
The ground. Brushed metal and spec paper: warmer than white, never cream.
The material inside every cable. Carries the warmth in packaging and print.
Fuse yellow. Live states, queue times, warnings, the repair counter itself.
Specs, rules, secondary type. The quiet 90% of any technical layout.
Usage proportion
42% Aluminium
30% Graphite
16% Red
7%
3%
2%
Red is a punctuation colour, not a field colour — the shopfront fascia and the cover of a pitch deck are the two places it goes full-bleed. Everywhere else it earns its 16% on the mark, one headline word, and the price.
Contrast
Aluminium on Graphite  15.7:1  AAA
Yellow on Graphite     13.9:1  AAA
Graphite on Aluminium  15.7:1  AAA
Red on Aluminium       3.4:1  Large only
Aluminium on Red       4.6:1  Large only
Red never sets body copy. Yellow never sets type on Aluminium.
Display & text
Archivo
Variable · wdth 62–125 · wght 100–900 · SIL Open Font License
An American grotesque built for signage and small print at the same time. We use two widths and treat them as separate faces: Archivo Expanded (wdth 118–125) for display, set uppercase and tracked tight so a fascia holds together at 40 feet; Archivo Regular (wdth 100) for everything you actually read.
Utility
IBM Plex Mono
400 / 500 / 600 · SIL Open Font License
Part numbers, prices, queue times, spec tables, shelf labels. Anything a customer might read out loud to a member of staff is set in mono, because monospaced digits don't get misread across a counter.
Pairing rules
One width per level.
Expanded for display, Regular for text. Never mix widths inside a single line.
Uppercase stops at H2.
Display is uppercase; H1 down is sentence case. Uppercase paragraphs don't exist.
Mono is data, not decoration.
If it isn't a number, a code, a label or a time, it isn't mono.
Tracking scales inversely.
−3.2% at 98px, 0% at 15px, +18% on mono labels. One rule, applied everywhere.
Both faces are open-licence.
Zero per-seat cost across 4,000 doors, franchisee kits, in-store label printers and every third-party supplier. A rollout decision, not just a taste one.
Type scale
D1
Fixable
98/86 · 800 exp · −3.2%
D2
Parts wall
62/57 · 800 exp · −2.6%
H1
Bring it in
42/44 · 700 · −2.2%
H2
Battery service
29/33 · 600 · −1.4%
H3
What we'll check first
20/25 · 600 · −1.0%
Body L
Every repair is quoted before it's opened.
18.5/28 · 400
Body
Standard running text for web, signage copy and print.
15/24 · 400
Caption
Photo credits, footnotes, legal.
12.5/18 · 500
Label
Part 2N3904 · $0.40
Plex Mono 10.5 · +18%
Specimen — headline
The warranty
ran out.
We didn't.
Specimen — body
Bring in anything with a battery, a board or a plug. We'll open it at the counter, tell you what's wrong and what it costs, and you decide before a screwdriver goes near it. Most repairs are done the same day. If we can't fix it, we'll take it off your hands and recycle it properly — no charge.
Queue now — 12 min  ·  Bench 2 free  ·  Est. $34
The line
Nothing's
disposable.
Two words that work as a promise about your headphones and a position on the entire consumer-electronics industry, without ever raising its voice. It's a claim we can be held to at the counter — which is the only kind worth printing.
Messaging system
Open it. Fix it. Keep it.
Campaign spine · used in threes, never alone
We have the part.
Parts wall · window vinyl · search results
Bring it in. Walk it out.
Repair counter · same-day service
Made to be opened.
Own-brand product · packaging
Ten minutes and a T5.
Social · in-store screens · proof-of-work
RadiShack
Parts · Repair · Recycling
Open · Bench 2 free
Nothing's disposable.
Fascia · illuminated push-through · 12,200mm × 900mm
RadiShack
14-0402
QTY 40
Resistor
Kit
1/4W · 1% · E24 · 40 values
Sorted in a re-sealable book
Values printed, not just banded
RadiShack
Repair
Kit 01
Phone & earbud teardown
Made to be opened.
RadiShack
USB-C
Cable
2m · 240W · E-marked
Replaceable strain relief
Own-brand packaging
The band is the part number.
Four colours, read left to right like a resistor: category, family, pack multiplier, grade. Staff can read a shelf from across the aisle and customers learn it in one visit. It's the only decoration the packaging gets.
App icon
Reversed mark on Shack Red, no wordmark, no gloss. The slot angle survives the squircle mask at every size, which is the whole reason it isn't horizontal.
Mark occupies 64% of the tile
Corner radius 23% · iOS & Android identical
Gift card
RadiShack
Parts & repair credit
Spend it on the fix.
4021 8846 1907
Matte charcoal PVC-free stock, screen-printed in two colours plus the band. The mark takes the tear-off panel, so the card still reads as ours after the carrier is thrown away.
85.6 × 54mm · CR80
Denominations $15 / $30 / $75
Redeemable against labour, not just parts
Parts Wall
Repair Counter
12 MIN
Retail
The drawer
is the
experience.
The parts wall goes back — real drawers, real labels, mono type big enough to read from the door. The repair counter faces the street with the bench lit and visible, because watching somebody competent open a device is the most persuasive thing in the shop.
Live queue time
Yellow, always
Drawer labels
Plex Mono 24pt
Aisle signage
Archivo Exp. 60pt
Recycling drop
Copper, front of store
Social
Proof of work, not brand talk. Every post is a real repair, a real part, or a real price — shot on the bench, captioned like it's being said out loud.
radioshack
Bench 2 · today
Ten minutes and a T5.
$14 battery. The case is four years old and it's going another four.
radioshack
Parts wall · aisle 3
We have the part.
4,100 line items in the drawers. Search the wall before you order it from anywhere else.
radioshack
Hiring · 40 doors
Somebody behind the counter who actually knows.
Every store hires two benched technicians. Training paid, tools provided.
radioshack
Campaign
Nothing's
disposable.
The warranty ran out. We didn't.
Out-of-warranty repair on 900+ models. Quoted before it's opened.
Before
RadioShack®
Legacy identity, shown indicatively
A category name pretending to be a brand. Red used as decoration, a face chosen by nobody, and a promise — "you've got questions, we've got answers" — that the shop floor stopped being staffed to keep.
After
RadiShack
Archivo Expanded · The Dial · Shack Red #E5311D
Same name, same red, one new idea. A mark that says what the shop does, a palette that carries information, and a promise the counter can actually keep: nothing's disposable.
Where this goes next
Reopen the counter.
The identity is the easy half. The brand only becomes true the day somebody walks in with a dead pair of earbuds and walks out with a live pair — for fourteen dollars, in ten minutes, from a shop on their street.
PHASE 01 · 0–3 MO
Identity & 12 pilot doors
Fascia, parts wall, repair counter, staff kit. One city.
PHASE 02 · 3–9 MO
Parts search & the app
Drawer-level stock visible online. Queue times live.
PHASE 03 · 9–18 MO
Trade accounts & franchise
Independent benches carry the brand. Open-licence kit ships free.
PHASE 04 · 18 MO+
Take-back at scale
Every door a certified drop point. Harvested parts back on the wall.
RadiShack
Nothing's disposable.
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