Seneca Resorts & Casinos in Upstate New York has rolled out a brand refresh ahead of the tribal operation’s 25th anniversary.

Owned and operated by the Seneca Nation of Indians, the Seneca Resorts & Casinos portfolio includes three casinos, three gaming rooms, and an 18-hole golf destination. The company’s business is highlighted by Seneca Niagara Resort & Casino, Seneca Allegany Resort & Casino, and Seneca Buffalo Creek Casino.

On Tuesday (Sept. 29), Seneca Resorts & Casinos unveiled a new corporate logo, with officials saying the single eagle feather pointing skyward is an homage to the “gustoweh,” or the traditional headdress of the Seneca Nation.

The Seneca Nation said the emblem also makes a “promise” to its millions of guests that the tribe’s properties will deliver exceptional experiences.

Seneca Resorts & Casinos celebrates its 25th anniversary on Jan. 1, 2027.

The Seneca Resorts & Casinos logo applies only to the corporation’s identity, with each individual property retaining its own emblem and name.  

Seneca officials said the new corporate identity comes as the company undertakes strategic updates to its marketing messaging and ongoing optimizations to guest-facing content, such as the Seneca mobile app, website, and social media channels.

“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,” said Cynthia Liu, Seneca Resorts & Casinos chief marketing officer.