Gallery: How Shake Shack Made a 70-Year-Old Font Hot Again

  • Image may contain Text Alphabet and Letter
    House Industries
    01

    neutra

    Neutra, a font used by modernist architect Richard Neutra and made commercially available by type foundry House Industries, is having a moment.
  • Image may contain Restaurant Human Person Transportation and Vehicle
    Pentagram
    02

    PS-Shake Shack-Signage-Madison Square Park-3

    A new style guide from DC Mayor Muriel Bowser’s office says all communication will be set in Neutra. It's also the official font for Shake Shack's branding.
  • Image may contain Human Person Restaurant Cafe Clothing Shoe Footwear Apparel and Cafeteria
    Pentagram
    03

    Shake Shack, West 77 Street

    Pentagram partner Paula Scher chose Neutra to match the original location's architecture, when it opened its first location in 2004. She had no idea the burger chain would turn into a $1.6 billion business.
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    Pentagram
    04

    PS-Shake Shack-2008-Packaging-5

    “What’s fascinating is that the public doesn’t know that Shake Shack just re-popularized \[Neutra\] again,” Scher says.
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