Then American Crafts began to develop products with fresh and fun designs, bright colours, and a cleaner style. This marked the beginning of a new era for thousands of crafters. Hence, its logo, "The Color of Memories". It is impossible to talk about scrapbooking nowadays without bringing up American Crafts. This American brand is a huge player in the scrapbooking industry and is behind the "modernization" of this hobby.

Today, American Crafts has a multitude of sub-brands and designers and continues to be a trendsetter in the craft world. Bazzil, EK Tools, Bo Bunny, Pebbles, Pink Paislee, and even We R Memory Keepers are just some of the brands within the American Crafts family. Until the mid-1990s, scrapbooking was all about vintage style, earth tones, calligraphy, and old photos. The truth is that there wasn't much else to choose from.