Shake Shack began in 2004 as a hot-dog cart in Madison Square Park, an outgrowth of Danny Meyer's Union Square Hospitality Group. Pentagram's Paula Scher gave it a chartreuse-green wordmark on warm cream — a "fast-casual upgraded" identity that reads as friendly, premium, and unmistakably New York.

The visual system is a restrained two-color story: saturated chartreuse-green for action, warm cream for surfaces, deep slate for type, with a rare flash of saturated red. The temperament is Pentagram-modernist — generous spacing, tight letter-spacing on display type, hand-warmth in product photography — rather than fast-food shouting.