Casey’s General Stores to roll out new brand identity chainwide

Marianne Wilson
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Casey’s General Stores is updating its logo for the first time since 1968.

The convenience store retailer unveiled a new, modern visual identity designed to signal the brand’s future as well as its small-town roots. The refreshed, more simplified look features the company’s iconic red barn silhouette with white “Casey’s lettering. The words "General Store" are gone. (The logo development was led by Interbrand.)

Casey’s plans to roll out the new branding across its more than 2,200 convenience stores and its online channels. The chain’s new store in its hometown of Ankeny, Iowa, will be the first in the company’s 16-state footprint to feature the updated identity to match a more contemporary experience on the interior. 

“From our stores to our menu to our digital experience, Casey’s is delighting our guests in new and exciting ways,” said Chris Jones, chief marketing officer, Casey’s. “Our new logo takes this a step further by reflecting who we are and what we stand for in a simple, more modern way that’s recognizable and familiar to all our guests.”

The updated look, which follows its “Here for Good” enhanced brand campaign, arrives as Casey’s primes for expansion through enhanced online ordering and delivery services, curbside pickup, and updates to its rewards program.

Casey’s new advertising campaign started this month and includes television, outdoor and digital advertising. New packaging will start to appear in October.