When Danny Meyer opened his first Shake Shack kiosk in New York’s Madison Square Garden, Pentagram’s Paula Scher designed the environmental graphics, striking an admirable balance of Coney Island scale with sophisticated letterforms. Since its expansion, Paula has designed new iterations of the identity, maintaining its clean, modern aesthetic and applying it to menu boards, tables, T-shirts, hats and watches.
Shake Shack’s identity corresponds with its take on fast food. Functioning in a new, particularly current category of burger chains working to a high level of quality, its clean, modern aesthetic is instantly recognisable and widely imitated. We thought we’d use the excuse of its latest redesign to take a look at some recent and historic examples of quality and occasionally questionable fast food branding.
Take the fast food graphic design tour with It’s Nice That.