In this paper, a linear model for plasma current, position and shape control based on the plasma rigid motion assumption is presented and implemented in an EAST tokamak simulator. The simulator models the plasma, poloidal field (PF) coils, and power supplies, and is used to verify the control algorithm and optimize control parameters and PF coil current trajectories. Plasma position and shape control has been achieved during the last several EAST operation campaigns due to successful decoupling of plasma current, plasma position and shape. The control logic used and experimental results are described in detail. Diverted plasma shapes, including double null, upper and lower single null, and with elongation up to 2.0, triangularity in the range 0.4-0.6 and X point control accuracy of 1 cm, were successfully controlled. Smooth shape transition in the current ramp-up ensures that volt-seconds are saved and that plasma disruptions are avoided. Such control capability provides the basis for future high performance plasma operation.