Seneca Resorts & Casinos completes brand refresh with new corporate logo
The tribal operator's new logo features an eagle feather inspired by the Seneca Nation's traditional headdress.
Seneca Resorts & Casinos has completed a brand refresh ahead of its 25th anniversary, introducing a new corporate logo and updated brand identity elements.
The new logo features a single eagle feather pointing skyward, inspired by the gustoweh, or traditional headdress, of the Seneca Nation.
“The single feather connects directly with our Seneca identity and culture but also signifies that we are always aiming to push the world class experience we provide our guests even higher,” said Kevin Nephew, Seneca Resorts & Casinos President & CEO.
He added the company wants guests to “know, feel and understand the Seneca difference in every aspect of our operation and to identify with the experience that only comes with visiting our properties, digitally or in person.”
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The refresh includes a new brand promise framework, updated brand messaging, and changes to guest-facing content across the company’s mobile app, website, email, social media channels and photography.
Seneca Resorts & Casinos is also conducting brand promise training for guest-facing employees to support consistent representation of the brand.
“The brand refresh not only helps us create an exciting image of what our guests can expect when they visit each of our properties, it’s also reflected in how to deliver an experience that meets and exceeds those expectations,” said Cynthia Liu, Seneca Resorts & Casinos Chief Marketing Officer.
Liu continued, “We believe very strongly in continually building trust with our guests and being relatable to them. In doing that, we want to honor the reasons our guests choose our properties and continue to deliver on our brand promise for them before, during and after each visit.”
The new brand promise and standards will apply across the company’s three properties, namely Seneca Niagara Resort & Casino in Niagara Falls, New York; Seneca Allegany Resort & Casino in Salamanca, New York; and Seneca Buffalo Creek casino in downtown Buffalo, New York.
Each property will retain its own name and property logo.
“Each of our properties has its own distinct personality, from the big moments and bold energy at Seneca Niagara, to the relaxed escape and intimate feel of Seneca Allegany and the fast-paced urban vibe at Seneca Buffalo Creek,” said Nephew.
He said, “The pillars of our brand provide the foundation for the unique qualities of each Seneca property to truly soar.”
The new corporate logo will debut as the home jersey patch for the NHL’s Buffalo Sabres this weekend. The team plays at KeyBank Center near Seneca Buffalo Creek Casino.
The logo will also appear throughout the arena and at Highmark Stadium, home of the NFL’s Buffalo Bills. Seneca Resorts & Casinos operates a 16,500-square-foot Field Club at field level near the Bills’ sideline.
Seneca Resorts & Casinos celebrates its 25th anniversary on Jan. 1, 2027.
The tribal operation's portfolio includes three casinos, three gaming rooms, and an 18-hole golf destination.
The Seneca Nation holds the exclusive rights to slot machines and dealer table games west of State Route 14 in Upstate New York.