Pentagram does Shake Shack's new locavore logo

Danny Meyer calls on his friend designer Paula Scher to rework her Shake Shack magic
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Paula Scher's new lower-case 'g' logo for Tender Greens. All images courtesy of Pentagram and Tender Greens
Paula Scher's new lower-case 'g' logo for Tender Greens. All images courtesy of Pentagram and Tender Greens

Can you have a locavore chain restaurant? Yes, if Tender Greens is anything to go by. In 2006 a handful of chefs founded these restaurants, which offer fresh, local food at an affordable price. Each kitchen is run by its own chef, who sources ingredients form nearby markets.

 

Pentagram's new Tender Greens visual identity
Pentagram's new Tender Greens visual identity

Tender Greens has 24 places in California, and plans to open up its first New York establishment in 2018, thanks to backing from Shake Shack’s Danny Meyer.

 

Pentagram's new Tender Greens visual identity
Pentagram's new Tender Greens visual identity

Meyer has not only put his cash behind Tender Greens, he has also called on Pentagram’s Paula Scher, who created Shake Shack’s distinctive, linear logo, to come up with a new visual identity.

 

Pentagram's new Tender Greens visual identity
Pentagram's new Tender Greens visual identity

The lower-case ‘g’ insignia is certainly distinctive, yet its pot and plate shapes also help overcome initial misconceptions that Tender Greens might be little more than a jumped-up salad bar. Don’t worry meat eaters, these restaurants also offer free-range fried chicken and steak sandwiches.

 

 

To discover the secrets behind Danny Meyer’s success get The Art of the Restaurateur; for more graphic brilliance get Graphic; and for more on West Coast vegetable cookery that’s also great for meat lovers get Jeremy Fox’s book On Vegetables. Meanwhile if you love meat try The World Is Your Burger and if you really don't, then try Vegan The Cookbook.

 


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