S1E10: Danny Meyer and Paula Scher

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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By Michael Bierut & Jessica Helfand

Jessica Helfand, a founding editor of Design Observer, is an award-winning graphic designer and writer and a former contributing editor and columnist for Print, Communications Arts and Eye magazines. A member of the Alliance Graphique Internationale and a recent laureate of the Art Director’s Hall of Fame, Helfand received her B.A. and her M.F.A. from Yale University where she has taught since 1994.