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Casey’s

Custom lettering

Design agency

Interbrand

Creative direction

Oliver Maltby

Original typeface

House Movements Sign, designed by Ken Barber

Lettering refinement

Jesse Ragan

Year

2020

Sample applications by Interbrand.

A troublesome character

“This whole project started because of an apostrophe” is not a line you hear often, but in the case of the rebranding of Casey’s convenience stores, that’s where our involvement with Interbrand’s award-winning identity began.

Interbrand had already licensed a solid typeface for their major reboot of the Casey’s identity: House Movements Sign, designed by our good friend Ken Barber at House Industries. But the overbearing apostrophe and a few of the letterforms were not working for the design team. They hired Jesse Ragan to apply his expertise to closely refine the lettering, optimize it for use at a wide range of sizes, and yes, rethink that pesky apostrophe.

The old and new Casey's logos, side by side

Previous and new Casey’s logos.

Letters and feathers

Interbrand also asked Jesse to redraw the weather vane illustration based on their sketch. Treating that image like a letterform and treating the letterforms like an image, he brought the two elements into alignment and gave it a final polish.

Can the e and the y have a conversation? How can we apply the idea of legibility to a rooster’s beak?

Real questions we asked during this project

Redrawing both the rooster and the letterforms in the same style was admittedly a strange—but fun—challenge. Jesse found ways to nestle specific letter combinations together comfortably and adjusted the tail feathers to match the C and S. He also tweaked the rooster’s chest to look “prouder,” reworked the beak to look more prominent, and made every detail more clearly defined. 

Because the logo was going to be used both very large (building signs) and very small (digital screens), many tiny adjustments were required to make the entire lockup both legible and iconic.

Two versions of the word "Casey's" overlaid

The original House Movements typeface (pale pink infill) compared to the final logotype (red outline).

Casey’s signage installation.

Specialists for a specialty

Often, when a design agency comes to us with a “final” logo their client has approved, we step in with micro-adjustments that may be hard to spot at first. But if you’re going to fabricate enormous signage for more than 2,000 locations—not to mention innumerable pizza boxes—it’s worth going the extra mile.

3-D rendered jerky packages with the Casey's logo

Sample applications by Interbrand.

3-D rendered truck with the Casey's logo

Sample applications by Interbrand.

3-D rendered pizza boxes with the Casey's logo

Sample applications by Interbrand.

Exterior of a Casey's location featuring the logo

Sample applications by Interbrand.

3-D rendered bags of chips with the Casey's logo

Sample applications by Interbrand.

Close up of the Casey's app icon

Sample applications by Interbrand.

3-D rendered water bottles with the Casey's logo

Sample applications by Interbrand.

3-D rendered bags of chips with the Casey's logo

Sample applications by Interbrand.

1/8

Sample applications by Interbrand.

Jesse Ragan custom cut the logotype to improve legibility while retaining the quirky characteristics. These uniquely combined design elements allow the logo to flex everywhere it needs to show up.

Oliver Maltby, Interbrand

Further reading