First Pizza Hut became The Hut. Now Radio Shack, the retailer I'm perennially shocked to see is still in business, is also opting to focus its corporate identity on a type of primitive structure:



Following a big rebranding event call the Netogether, RadioShack will rebrand itself as, simply, The Shack.

Granted, analog radio isn't as big a deal as it was when radio shack got its start in 1921, but at least it suggests technology, or media, or gadgetry. At least, it always has to me. So it remains to be seen how successful this will be. It also remains to be seen what the new logo/brand strategy will be.

Original story via engaget.