American Bowling Brand AMF Unveils New Logo and Identity

AMF, a prominent name in American bowling, has unveiled a new identity that features a redesigned logo.

Founded in 1900 as American Machine & Foundry, AMF has significantly influenced modern bowling through inventions such as the automatic pinsetter and the first-ever automatic scoring system.

Before the introduction of the automatic pinsetter, bowling alleys relied on pinsetter boys who would dash in from behind to set the pins back up.

The creation of the robotic system that could automatically gather and reset the pins allowed the game to progress much faster.

Staying true to AMF’s roots, AMF locations are now set for a makeover, with new visuals created by New York City-based agency Department of Branding and Design (DoBad).

The company's well-known shield logo has been modernised, featuring new lettering and bright red tones; it will be central to a new branding campaign called "A Classic Since Always".

"Inspired by league culture, vintage athletics, Americana, and bowling's golden era, we developed a complete brand system spanning strategy, verbal identity, visual identity, signage, environmental graphics, merch, menus, art direction, social, web, and more," says the design team at DoBad.

"Rooted in AMF's 126-year heritage, the rebrand positions the brand for the future and reflects its evolution into a modern bowling destination where families and communities come together for birthday parties, league nights, and social outings," adds AMF's parent company Lucky Strike Entertainment.

Source: AMF