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| https://www.pentagram.com/work/shake-shack |
Paula Scher designed the logo #identity and #environmental signage for New York City's Shake Shack as part of a pro bono project. She said that the "architecture drove the design" since the logo had to go on top of the roadside street stand at the time. She chose a modern typeface Neutra, which, like the name infers, does not appear overbearing or coldly futuristic. Read more about it here:
https://www.fastcompany.com/3041777/the-untold-story-of-shake-shacks-16-billion-branding
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