Casey’s General Stores, the Ankeny, Iowa-based convenience store chain, introduced a new visual identity in October 2020, its first logo update since 1968. The refresh was developed by Interbrand’s New York office and was designed to signal the brand’s future while honoring its small-town roots. [1] [2]
Design and History
The previous Casey’s logo, in use since 1968, featured a red and yellow barn-shaped emblem with the words “Casey’s General Store” in a serif typeface. [3] The 2020 redesign simplified this mark considerably. The new logo removes the bright yellow and brown elements, creating a plain red silhouette of a barn complete with a weathervane. [3] It also drops the words “General Store” from the name, leaving just “Casey’s” in white lettering alongside the barn icon. [4] [5]
According to the company, the new look reflects a “fresh, yet familiar feeling,” featuring the company’s iconic barn with white “Casey’s” lettering that is easily recognized by guests. [4] The update accompanied Casey’s “Here For Good” brand campaign and broader investments in online ordering, delivery, curbside pickup and its rewards program. [4] [2]
Casey’s chief marketing officer Chris Jones said at the time: “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.” [4]
Meaning and Symbolism
The redesign retained three elements of the original logo: the outline of the barn, the weathervane with rooster on top, and the color red. [6] The barn and rooster weathervane imagery connects to Casey’s rural and small-town heritage, a theme the company emphasized throughout the rollout. [1]
According to the Red Dot Design Award project description for the Casey’s identity, the task was to update the visual identity while retaining the company’s heritage, namely its “quirky personality and bold red colour.” The resulting brand evolves the barn concept and elevates the presence of the weathervane as a key brand asset. [7] Design Week noted that the weathervane was “elevated as a key brand asset,” and that subtle details include the shape of the new rooster illustration, which mimics the forms of the logotype. [1]
Typography and Design
The 2020 update replaced the previous serif lettering with a sleeker, more casual sans-serif design. [5] The Red Dot project description notes that the identity uses a customized font for cohesion with other visual elements and for legibility in all sizes. [7]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
