The entertainment company behind AMF (American Machine & Foundry) has announced a design and marketing overhaul for the 126-year-old bowling network, marking a strategic attempt to modernize the heritage brand across its U.S. venues.
Under the new initiative, approximately 60 locations within the portfolio will undergo visual and operational updates. The initiative centers on a revamped corporate identity, updated interior aesthetics, and standardized promotional offerings aimed at retaining league play while appealing to family and casual recreational markets.
Strategic Shift for a Century-Old Brand
Founded in 1900, AMF played a key role in mid-century bowling automation, introducing early commercial mechanics like the automatic pinsetter and electronic scoring. The network currently operates over 80 locations, drawing an estimated 10.4 million visits annually.
The updated strategy aims to unify the footprint under a single brand framework, balancing traditional league operations with broader entertainment offerings.
“This is an investment in the future of the brand,” said Thomas Shannon, Founder and CEO of parent company Lucky Strike Entertainment. “As we expand across the country, our focus remains on delivering reliable bowling experiences, supporting league play, and providing an accessible venue for local communities.”
Design and Visual Changes
The visual makeover, executed in partnership with design agency Department of Branding and Design (DoBad), replaces aging center aesthetics with a standardized design template.
Primary updates include:
- Modified Logo: The traditional shield mark receives updated typography and revised color grading.
- Color Palette: Venues will adopt a uniform color scheme featuring primary red alongside varsity blue, heritage white, and gold accents.
- Interior Décor: Centers will incorporate nostalgic design elements, including varsity-style pennants, heritage display walls, and updated venue signage.
- Marketing Tagline: Marketing materials across print and digital channels will run under the slogan “A Classic Since Always™.”
Operational and Event Continuity
Despite the design updates, company officials confirmed that core programming at the venues will remain unchanged. Centers will continue hosting Professional Bowlers Association (PBA) Tour events, including the Tournament of Champions and the PBA World Championships, alongside local youth and adult leagues.
The redesign is rolling out across digital channels and select centers immediately, with physical renovations planned in phases over the coming months.