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.
Subscribe to The Design of Business | The Business of Design on iTunes or your favorite podcast app, or follow Design Observer on Soundcloud.
The Design of Business | The Business of Design is recorded at the Yale School of Management.
A big thanks to our launch sponsor, IBM.