AMF is getting a new look.
Lucky Strike Entertainment announced a refreshed identity for the brand on July 21. The LSE said the update will connect the brand’s century-long history with its future as a modern bowling center.
The most visible change is a redesigned AMF shield logo. It keeps the familiar shape but introduces new lettering and a new, brighter red color. The wider visual identity will use red together with varsity blue, white and gold.
The refreshed brand will operate under the platform “A Classic Since Always.” The message is designed to place more focus on AMF’s history while continuing to present its centers as places for league bowling, open play, youth programs, parties and social events.
Customers will first see the changes across AMF’s website, social media accounts and selected materials inside the centers. More updates will be introduced over time.
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Lucky Strike Entertainment founder and CEO Thomas Shannon described the project as an investment in AMF’s future. He said the company plans to grow the brand while continuing to support league play and affordable bowling for families and local communities.
"This is more than a brand refresh. It's an investment in the future of AMF," said Thomas Shannon. "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."
The AMF name will also remain part of professional bowling. Its centers host PBA Tour competition, including the Tournament of Champions and the PBA World Championships.
