Casey’s Launches New Visual Identity, Logo

A new Des Moines-area location is first to feature the refreshed guest experience.

October 02, 2020

ANKENY, Iowa—Yesterday, Casey’s General Stores unveiled a fresh, new visual identity that signals the brand’s future as well its small-town roots. Casey’s is pushing forward its modern guest experience with a recent brand update to “Here For Good” and new experiences and services for guests, including a loyalty program, digital expansion and curbside pickup. 

“For half a century, Casey’s logo has stood as a beacon for good food, convenience and community in the lives of the neighbors, friends and family that our committed team members serve every day,” said Darren Rebelez, CEO of Casey’s, in a press release. “Embracing this heritage, we are proud to remain at the heart of every community we serve as we give guests and communities even more reasons to shop at Casey’s.”

Casey’s new look and feel reflects a fresh, yet familiar feeling, featuring the company’s iconic barn with white “Casey’s” lettering that is easily recognized by guests. The modern look arrives as Casey’s primes for expansion through enhanced online ordering and delivery services, curbside pickup and Casey’s Rewards updates and promotions benefiting guests and their communities. 

“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. “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.”  

A new location in Casey’s hometown of Ankeny, Iowa, will be the first in the company’s 16-state footprint to feature the updated visual identity to match a more contemporary experience for guests inside. The new store reflects Casey’s enhanced guest experience as well as the same quality fuel, freshly baked donuts and made-from-scratch pizza that make Casey’s famous.

Read NACS Daily’s June interview with Jones, who shared how Casey’s pivoted during the pandemic to serve its communities and adopt new food and grocery strategies. Meanwhile, Julie Jackowski, senior vice president and corporate general counsel at Casey’s, is wrapping up her year as NACS chair. Read more about Jackowski and Casey’s in “Like a Boss” in the February 2020 issue of NACS Magazine.