NIAGARA FALLS, NEW YORK: (September 30, 2026) — As it nears its 25th year of delivering award-winning service and unmatched experiences for guests from across the country and around the world, Seneca Resorts & Casinos is building the way guests identify with the company and all that it offers across its three world-class gaming and entertainment properties.
Company officials announced today that they recently completed a significant brand refresh, including a new corporate logo and other brand identity elements. The new logo depicts a single eagle feather pointing skyward, in homage to 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 Seneca Resorts & Casinos President & CEO Kevin Nephew. “From this elevated brand position, we want our 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.”
In addition to the new logo, the brand refresh includes a brand promise framework that clarifies and solidifies the company’s commitment to its millions of guests, as well as strategic updates to brand keywords, refreshed marketing messaging, and ongoing optimization to guest-facing content, such as the company’s mobile app, web presence, email, social media channels and photography, among other elements. Seneca Resorts & Casinos is also conducting brand promise training with guest-facing employees so they have the tools and mindset needed to consistently represent 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,” Cynthia Liu, Seneca Resorts & Casinos Chief Marketing Officer, said. “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 brand promise and standards will be applied across the three Seneca Resorts & Casinos properties – Seneca Niagara Resort & Casino in Niagara Falls, NY, Seneca Allegany Resort & Casino in Salamanca, NY, and Seneca Buffalo Creek casino in downtown Buffalo, NY. Each property will continue to maintain 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,” Nephew said. “The pillars of our brand provide the foundation for the unique qualities of each Seneca property to truly soar.”
The new Seneca Resorts & Casinos logo will make a highly visible debut this weekend, as the home jersey patch for the National Hockey League’s Buffalo Sabres, who play their home games at Buffalo’s KeyBank Center, just blocks away from Seneca Buffalo Creek Casino. The logo will also be seen throughout the arena, as well as at Highmark Stadium, home field of the National Football League’s Buffalo Bills, where the Seneca Resorts & Casinos Field Club, a 16,500 square-foot event space located at field level near the Bills sideline, is a main attraction for fans and visitors.
Seneca Resorts & Casinos operates Seneca Niagara Resort & Casino, Seneca Allegany Resort & Casino, and Seneca Buffalo Creek Casino on behalf of the Seneca Nation of Indians. Over the past two decades, the three Seneca Resorts & Casinos properties have all become premier destinations for millions of guests who visit every year from across the United States and Canada, and around the world. For more information, visit SenecaCasinos.com.