As every Shackburger fan knows, Shake Shack serves some of the best burgers in the world. And now, with a recent IPO that has valued the company at a staggering $1.6 billion, more of the world will get to know the Shack: From its roots as a hot dog stand in New York’s Madison Square Park, the company has grown into a chain of 63 restaurants from Chicago to Dubai, and plans to use the additional funds to expand to over 400 locations in the next decade.
Tastiness of its burgers aside, no small part of Shake Shack’s success is due to its sophisticated sense of design, expressed in an iconic brand identity and environmental graphics by Pentagram’s Paula Scher and original restaurant architecture by James Wines and his firm SITE. (Shake Shack even noted its fantastic brand awareness as an asset in IPO prospectus.)
“The modernness of the identity is perfect in keeping with the quality of the food,” says Scher. “Shake Shack looks back to the classic burger stand but is a contemporary fast-food chain with a high-level product. It’s invented a whole new category.”
Continue reading “Shake Shack: Branding a Better Burger”
Quick Link: Paula Scher’s Shake Shack Identity Featured in Fast Company
Quick Link: Michael Gericke’s Cooper Hewitt Signage Featured on It’s Nice That
A jackalope is a mythical animal that has supposedly been seen hopping across the plains of West Texas for centuries. The story goes that the jackrabbits are so big in that area—“everything is bigger in Texas”—they began mating with the wild antelopes in the region and the jackalope, a jackrabbit with antelope horns, was born. Now partner DJ Stout and designer Barrett Fry in Pentagram’s Austin office have created a version of the mysterious beast just in time for the holidays. Meet the Jackareindeer.
Continue reading “Have a Holly Jolly Texmas”
Cooper Hewitt, Smithsonian Design Museum reopens today following a three-year renovation that restores the historic Andrew Carnegie Mansion and increases the museum’s exhibition space by 60 percent. Pentagram’s Michael Gericke and Eddie Opara and their teams have collaborated on the graphics for the revitalized institution, including a bold new graphic identity, website, signage, wayfinding and exhibition graphics.
Michael Gericke and his team developed a vibrant and contemporary signage and environmental graphics program for the mansion’s exterior and interior. The program includes the exterior identity, exhibition directories, wayfinding and donor recognition graphics. The Andrew Carnegie Mansion is a historic landmark and cannot be physically altered, so the team found ways to creatively integrate the signage into the building in an impactful but non-intrusive way.
Continue reading “Cooper Hewitt Reopens With Graphics by Pentagram”
As the building boom envelops New York City, Pentagram’s studio at 204 Fifth Avenue finds itself squeezed by construction on both sides. The latest in our series of typographic banners announces our address amid all the scaffolding. Designed by Abbott Miller, the flag features typography set in Calibre, also recently seen in Miller’s new monograph Design and Content and its accompanying exhibition.
Continue reading “Street Number”
A New York destination unlike any other, the Rainbow Room is the jewel in the crown of Rockefeller Center, the Art Deco masterpiece at the heart of midtown Manhattan. Located on the 65th floor of 30 Rock, the dining and entertainment space is in a glittering landmarked room with breathtaking 360-degree views of the New York skyline and beyond. The iconic venue reopened last week after a major renovation that reimagines the space with contemporary design. As part of the reopening, Pentagram’s Michael Gericke and his team have created an elegant new identity for the Rainbow Room that celebrates and pays tribute to its extraordinary style and spectacular vistas.
“The room, the views and the city below are grand, panoramic and timeless – so it was inevitable they are echoed in the identity,” said Gericke of the wordmark. The designers carefully considered the relationship of the Rainbow Room’s graphic program to Rockefeller Center’s iconic architecture and signature typography.
Continue reading “New Work: Rainbow Room”
Quick Link: PentaCityGroup’s WalkNYC Pedestrian Wayfinding Featured on Print
Quick Link: Michael Bierut’s Governors Island Signage Featured on Designboom
For almost twenty years, Index Ventures has been helping to shape how we see and interact with the world. As Europe’s leading venture capital firm, they have collaborated with iconic digital companies like asos, Dropbox, Skype and Soundcloud.
To reflect their unique approach to investment, Pentagram’s John Rushworth and Eddie Opera have created a new identity and website for the firm.
Continue reading “New Work: Index Ventures”