• by Fern Siegel , Yesterday

AMF, a heritage name in American bowling, has rebranded.

The Department of Branding and Design (DoBad) produced the creative revamp.

The agency updated the iconic shield logo with new lettering and bright red hues. The new AMF brand platform — A Classic Since Always — highlights the modern bowling experience, while paying tribute to the company's 126-year heritage.

The new AMF brand is reflected across digital platforms, social media and select in-center materials. Future enhancements will include heritage walls showcasing memorabilia from its bowling legacy, along with nostalgic design elements, such as swallowtail pennants and signage.

"This is more than a brand refresh. It's an investment in the future of AMF," said Thomas Shannon, CEO of Lucky Strike Entertainment. "We are building on the strength of an iconic brand and positioning it for long-term growth. As we expand the AMF brand across the country, our focus remains the same: delivering great bowling experiences, supporting league play, and providing an affordable destination for families and communities."

Founded in 1900 as American Machine & Foundry, AMF helped shape modern bowling through various innovations, including the automatic pinsetter and the world's first automatic scoring system. It was also instrumental in driving bowling's popularity across the U.S.

AMF welcomes 10.4 million guests annually across more than 80 locations nationwide. Some 60 locations will transition to the AMF brand. 

DoBad's design work includes Twin Birds, TrueFood Kitchen and Lucky Day.

Lucky Strike owns the Professional Bowlers Association.