Company News

Casey’s Updates Logo for First Time in 50 Years

New look maintains rural roots but says ‘something new is coming’
Image courtesy of Casey's General Stores

ANKENY, Iowa — The new rewards program from Casey's General Stores allows customers to redeem points for fuel discounts or a donation to a local school. The chain’s relaunched mobile app gives customers access to special offers and discounts, as well as tracks points and pizza purchases. Other modern additions include an updated website with online ordering improvements and installation of fast-charging stations for electric vehicles at some stores.

As if to punctuate all of this modernization, Casey’s is unveiling a new logo and brand refresh.

"We've repositioned the brand," Chris Jones, senior vice president and chief marketing officer of Casey's, said. "We've brought all of these new things to our guests—new mobile app, new webpage, new rewards program—so we're bringing to market a refresh of the visual identity of the brand."

Sharing during an Outlook Leadership Community Talks From the Top webinar, Jones detailed the logo rollout.

“We’ve had a team-member launch. We’re planning a guest launch,” he said. “We will update all 2,200-plus of our stores, as well as our digital assets and in-store signage, over time. We’re also working on a range of new private brands, Casey's-branded products, and it's really lent itself nicely to the development of the packaging.”

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Jones acknowledged that the old logo was “looking a little outdated. It's 50 years old,” he said. “The more we've enhanced what we're giving our guests from a proposition standpoint, the further and further behind our visual identity was falling. … We're really excited that we've got a new logo, a new typeface.”

The new logo updates the sarif font with a sleeker and more casual sansarif design. It no longer says "General Store"; however, it maintains the iconic barn and rooster weather vane silhouette.

“We've really tried to keep some of the things that our guests love about the brand, this idea we have our roots in rural farming communities,” Jones said. “We've contemporized that look and feel. … We've made it more friendly, more approachable and more up to date than it was before.”

The overall goal, he said, was to maintain the roots of the company while letting customers know there is more progress to come.

“Guests, when they've seen the new logo through our research, have said, 'It's what I know and love, but it tells me that something new is coming ahead',” Jones said.

Casey’s General Stores, based in Ankeny, Iowa, was founded in 1959. It has more than 2,200 convenience stores in 16 states. It is No. 4 on CSP’s2020 Top 202 ranking of c-store chains by number of retail outlets.

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