​Newmarket celebrated its new community brand, a bold and caring expression of place shaped by the people who live, work and create here. The launch event brought together local businesses, community ambassadors, brand champions and residents at the NewRoads Performing Arts Centre to mark an important moment in how Newmarket tells its story—together.

Rooted in the brand promise: Together, we turn care into courage and courage into community, the community brand captures what residents already know to be true: Newmarket is a place where people show up for one another, support one another to be bold and brave, and aren’t afraid to stand up for what matters.

“Newmarket has always been a community that cares and shows up in how we live, work and build together. It’s a community that is always making forward momentum but never leaves anyone behind,” says Mayor John Taylor. “After an extensive research and engagement process with residents, community leaders, and ambassadors, we now have a community brand that invites the world to see Newmarket for who we really are, a connected community where we care to be bold and care to belong.”

Mayor Taylor opened the event speaking about why the Town embarked on the community brand journey. “The community brand isn’t about a new logo; it’s about creating a collaborative platform to tell our extraordinary stories with a stronger voice and a bolder sense of pride to continue to put Newmarket on the map, attracting customers, businesses, people, and investments. The communities that thrive are the ones that know who they are—and aren’t afraid to show it. Newmarket’s community brand exists to do exactly that: to turn our values into a shared advantage and our care for this place into long term economic strength.” 

The brand was unveiled by Stewart Colovin, Senior Vice President of Global Brand Strategy at MMGY, an award winning leader in community branding and place-marketing. The brand is grounded in extensive listening and research, informed by one-on-one conversations and sentiment surveys with more than 750 residents and 500 GTA residents. Their stories, values and lived experiences have intertwined to shape a brand that is created by the community, for the community.

To mark the launch, Newmarket partnered with several local businesses to curate limited‑edition products inspired by nmrkt. and its brand values – Rooted, Open, Community, Bold and Original. These partnerships highlighted how the community can use the open-sourced brand to tell place-based stories through their products, showcasing their pride in calling Newmarket home. Brand partnerships included: 

• nmrkt. blend of coffee beans from My Indie Coffee 
• nmrkt. scented candle from Market Candle Company
• nmrkt. fancy sparkling Water by Market Brewing Co. 
• nmrkt. tote bags created by local Newmarket artist, Rachel Gordon 
• nmrkt. buttons by our official button maker Cute as a Button Girl
• nmrkt. PROUD water bottles using the nmrkt. branding
• NWMRKT PROUD was rebranded to support the new community brand. The organization kicked off its first event selling nmrkt. PROUD water bottles to support the Newmarket Food Pantry. 
  

Newmarket looks forward to partnering with more businesses as the brand takes roots in the community. Interested partners should visit nmrkt.ca to book a brand discovery session.

The event concluded with a spectacular performance by local Newmarket musicians, Glenn Marais and the Mojo Train whose music captures and carries forward Newmarket’s genuine, bold and caring energy in the nrmkt brand anthem. The band represents the spirit, character and deep connection to the Newmarket community. 

Community Brand Values: Rooted, Open, Community, Bold and Original

The community brand is guided by five core values, developed from the experiences of community members. These values are at the heart of who we are today and guide how the brand is shared and activated for the community and local economy.

Rooted: In Newmarket, we are deeply rooted in what’s real. We acknowledge and honour those who came before us and celebrate the work of those who continue that legacy today. 

Open: Newmarket is always open to new ideas, new voices and new ways of thinking. We strive to ensure everyone feels seen, heard and accepted. In Newmarket, no one stands alone. 

Community: “We” always comes before “me”. We are connected and that connection is contagious. It is why we are always creating new ways to come together and celebrate who we are. 

Bold: In Newmarket, the only thing we don’t accept is what’s expected. We push boundaries and break down barriers. We are creators and innovators who see things differently. Together we care to be different, because we don’t care to be anyone but us.Original: Newmarket doesn’t remind you of anywhere else. From our arts and artists to our entrepreneurs and start-ups and from our events to our everyday moments, creativity lives here. We’ve always been a place for ideas, ingenuity and originality.How will the community brand be used?

The nmrkt. community brand is open source, meaning it’s free for local businesses, organizations and community partners to use. Through a simple application process, approved partners receive a creative toolkit and clear guidelines to help them share their work while contributing to a recognizable, shared Newmarket story.

By empowering local creators and innovators to use the brand in their own voice, nmrkt. supports economic development and amplifies the stories that make this community distinct.

To all creators, changemakers and innovators: Be bold. Be courageous. Be unafraid. We’ve got you. 

The Town will also use the brand to reflect stories and events that are about and for the community with a focus championing economic vibrancy. The community brand will not replace the Town of Newmarket’s official logo and branding which will continue to be used to represent the organization while the community brand will be used to tell stories about Newmarket as a place.  

Follow the journey of nmrkt. share your stories and learn more at nmrkt.ca

Background 

In November 2024, Newmarket Council endorsed the creation of a new community brand strategy that would set Newmarket apart from other municipalities and enhance its reputation in Ontario and beyond. 

The benefits of a community branding initiative include improving the quality of life for existing and future residents, furthering economic development by growing and attracting top businesses and talent, increased vibrancy and continuing to differentiate Newmarket from other communities. nmrkt. will provide community members, business owners, non-profits and innovators in Newmarket a platform for storytelling within their community. 

Newmarket’s community brand strategy is rooted in best practices and innovations in economic development, marketing, city branding and placemaking. Newmarket is working with MMGY, an award-winning global leader in community branding and marketing. In addition to an online survey, MMGY had conversations with hundreds of community members and groups to get to know Newmarket and everything it has to offer.

Creating a differentiating brand strategy and implementation plan for Newmarket is one of the action items under Council’s five priorities, as part of the priority to advance Community and Economic Vibrancy. The goal is to strengthen Newmarket’s reputation as a vibrant place to live for entrepreneurs, artists, and knowledge workers, building a strong local and innovative economy. 

About Newmarket

Newmarket, Ontario is a connected community where boldness creates belonging. We step up for each other and what we believe in. We love to come together and invent new ways and places to celebrate who we are. From transforming the historic Mulock Property into our own Central Park to reimagining urban corridors for liveability and connection, our projects reflect who we are: bold, rooted and original. That’s why people don’t just reside here – they belong.