![The distinctive Shake Shack identity helped launch the fast-casual chain as a $1.6 billion brand.](https://pentagram-production.imgix.net/f94e9ca9-f3d6-42b0-b5e7-56d7afa131ba/ps_shakeshack_02.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The distinctive Shake Shack identity helped launch the fast-casual chain as a $1.6 billion brand.
![The more comprehensive identity includes neon-like icons.](https://pentagram-production.imgix.net/f94e9ca9-f3d6-42b0-b5e7-56d7afa131ba/ps_shakeshack_03.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The more comprehensive identity includes neon-like icons.
1 The distinctive Shake Shack identity helped launch the fast-casual chain as a $1.6 billion brand. 2 The more comprehensive identity includes neon-like icons. 3 Packaging is simple and elegant.
![Packaging is simple and elegant.](https://pentagram-production.imgix.net/f94e9ca9-f3d6-42b0-b5e7-56d7afa131ba/ps_shakeshack_05.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
Packaging is simple and elegant.
![The graphics are simultaneously retro and contemporary.](https://pentagram-production.imgix.net/f94e9ca9-f3d6-42b0-b5e7-56d7afa131ba/ps_shakeshack_07.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The graphics are simultaneously retro and contemporary.
![Menu board design.](https://pentagram-production.imgix.net/f94e9ca9-f3d6-42b0-b5e7-56d7afa131ba/ps_shakeshack_08.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
Menu board design.
![The menu board is a consistent graphic focus for all the restaurants.](https://pentagram-production.imgix.net/wp/592c948d024e3/ps-shakeshack-21.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The menu board is a consistent graphic focus for all the restaurants.
1 Menu board design. 2 The menu board is a consistent graphic focus for all the restaurants.