Danny Meyer is the CEO of the Union Square Hospitality Group and the founder of Shake Shack. Paula Scher, a partner in Pentagram, designed of the graphic identity for Shake Shack.
Shake Shack has more than 100 restaurants, but it was conceived as a one-off: a tribute to the roadside burger joint, in the middle of a Manhattan park.
Would Scher have taken a different approach if she knew it would become a chain? She would have, she says —
and that would have been too bad. Because it would have forced me to do something that would not, probably, have been as unique or unexpected.
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