Key features of New Mexico True brand refresh include modernized logo and emphasis on video storytelling

On April 13, 2021, the New Mexico Tourism Department (NMTD) unveiled a refresh of the New Mexico True brand as the state prepares to revitalize tourism for the state.

A major feature of the brand refresh is a modernized logo and the inclusion of “The Land of Enchantment” as the tagline for New Mexico True. The logo refresh will improve legibility and will offer more flexibility of usage across different channels. In order to retain a fresh and unique voice for New Mexico True and stay ahead of the competition, the New Mexico True brand will focus its creative execution efforts on dynamic storytelling.

“The New Mexico True brand, since its inception, has been a reflection of the authenticity of the Land of Enchantment,” Tourism Secretary Jen Paul Schroer said. “And now that we’re on the verge of an era of renewal for New Mexico’s tourism industry, we’re hopeful that the refresh of the New Mexico True brand will provide the inspiration and reinvigoration we will need to rebuild demand for travel to New Mexico.”

“Tourism in New Mexico has been so successful due in large part to the strength of the New Mexico True brand,” Gov. Michelle Lujan Grisham said. “And now, as we begin to set our sights on renewal and revitalization, we’re ready to build upon everything that made the New Mexico True brand great so our tourism industry can reach new heights.”

Beyond the new logo, the public will also see a new direction and voice in the advertising creative. The rebrand will feature the launch of a series of stories that highlight the state’s icons and rich history, from hot air ballooning to the founding of Taos Ski Valley to America’s first wilderness area, the Gila. These creative placements are in production and will be ready to enter the media marketplace at the appropriate time.  

Since its inception in 2012, New Mexico True has established itself as a nationally recognized, award-winning brand that showcases “Adventure Steeped in Culture.” Due in large part to the power of the New Mexico True brand, New Mexico has realized record-breaking tourism growth including a 34% increase to $7.4 billion in visitor spending from 2011 to 2019. In 2019, the tourism industry generated $737 million in state and local taxes.

As a testament to the strength of the brand, viewers of New Mexico True creative placements were significantly more likely to view New Mexico as a good place to live, work, and raise a family. The brand refresh of New Mexico True will help reinvigorate New Mexico’s severely damaged tourism sector.

NMTD will begin transitioning to use of the new logo across its owned channels including the website ( and social media channels. Signage, displays and other iterations of the New Mexico True logo will be updated when possible. While advertising efforts have been on hold throughout the pandemic, the NMTD will continue to work closely with industry partners to ensure the integration of the new logo is seamless for future branding and advertising campaigns.