Jack and the box mascot

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…