Shake Shack is a contemporary fast-food chain, modeled after the burger joints of the Fifties like McDonald’s is. Only, it sells upscale grub.
Its burgers, fries, and shakes, are excellent. But so also is its branding, crafted by Pentagram, a design studio.
Its logo and the pictograms on its menu are inspired by the classic neon signs of the 1950s, and the lettering is rendered in a matching, squiggly font called Galaxie Cassiopeia.