Gallery: How Shake Shack Made a 70-Year-Old Font Hot Again
House Industries01neutra
Neutra, a font used by modernist architect Richard Neutra and made commercially available by type foundry House Industries, is having a moment.
Pentagram02PS-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.
Pentagram03Shake 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.
Pentagram04PS-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.
