New Mexico True Certified

On April 13, 2021, the New Mexico Tourism Department unveiled a refresh of the New Mexico True brand as the state prepares to revitalize our tourism economy. New Mexico makers, growers, and entrepreneurs play an integral role in the story of our state, what makes it unique and authentic, and why visitors come here. 

The New Mexico True Certified program has quadrupled since its inception five years ago. We recognize and appreciate our partner network. We understand you've made investments in the program and Certified Logo. As such, we want to assuage any concerns. Know that we are approaching this as a phased rollout and expect the transition will take time.

We are excited to have our tourism industry, including True Certified partners, adopt the brand as they're able. The logo refresh will improve legibility and offer more flexibility of usage across different channels. It ensures we retain a fresh and unique voice for New Mexico True and stay ahead of the competition, on the cutting edge of creative execution and dynamic storytelling. 


Become NM True Certified!

The New Mexico Tourism Department is proud to offer and steward the New Mexico True Certified program, an initiative that allows select New Mexico businesses to leverage the magnetic and powerful New Mexico True brand to build their products' recognition and amplify existing marketing messages. The New Mexico True Certified program brings national attention to the quality, care and craftsmanship behind products that are authentically New Mexican, while providing opportunities for businesses of all sizes to integrate the New Mexico True Certified Logo at point-of-sale and on packaging, fulfillment, and marketing materials.