2023 is officially the Year of Magenta

January 17, 2023

“Magenta is about creating a life defined by possibility versus a life defined by limitations.”

– Gavin Marshall, Founder and CEO, created and named Magenta in 1994

Photo of W. Gavin Marshall with his grandson.


The origin of Magenta’s name

The name Magenta was inspired by a sunset observed by Gavin Marshall (Magenta’s Founder & CEO) and his father, some time ago. To him, the colour represented hope, excitement, and longing for the possibilities of a better tomorrow. This is also how our tagline “Your tomorrow matters” originated.

Pantone sees optimism and possibility in the magenta colour, and so did our founder almost 30 years ago. We are looking forward to empowering our investors, brokers, borrowers, and employees to create bright tomorrows in 2023 and beyond!


Our goal at Magenta is to deliver strong and dependable investment returns that our investors and their families can rely on.  

Holding true to the psychology of Viva Magenta, we offer the assurance and stability to weather long-term disruptive life events. We overcame the dot com bubble in 2000, the recession in 2008 and the global pandemic in 2020. Magenta was and always will remain a source of strength. 

Brokers and Borrowers 

Magenta has always been proud of the product flexibility we offer our broker partners and their clients. We look beyond the credit score and restrictive institutional qualification requirements, and work with our partners to create solutions for Ontarians. Our goal is to make the dream of home ownership more attainable. 

Viva Magenta is a transformative red tone capable of driving design to create a more positive future. According to Pantone, the colour also encourages experimentation and self-expression without restraint, an electrifying, and a boundless shade that is manifesting as a stand-out statement.  

We strive to stand out in the mortgage industry (not only because of our name and brand colour) but because we use a common-sense, empathetic approach on how we do business, listening closely to our broker partners and their clients, and innovating with our products and services to empower Ontarians to fulfill their dreams of home ownership. 


At Magenta, we have fostered an environment where we celebrate our accomplishments and encourage outsidethe box thinking, ensuring that everyone on our team is heard, empowered, and motivated to achieve our collective goals.  

Viva Magenta is a colour that is audacious, full of wit and inclusive of all. It is fun yet inspiring, celebratory yet bold. The Viva Magenta metaverse creates new opportunities for us to express ourselves and inspires us to do so with confidence and bravery.  

The same can be said for our Magenta, where we create opportunities for our peers, encourage everyone to voice their opinions and demonstrate curiosity by asking questions that challenge conventional ways of thinking. We create the Magenta culture; a culture of inclusivity, innovation, empowerment, and fun!

Environment and Social Responsibility

Magenta looks forward to enhancing its ESG (environmental, social and governance) strategy this year.

Viva Magenta talks about movements that swell around climate change, sustainability, and land protection.  

Magenta enhanced its environmental contributions by partnering with Carbonzero (a leader in corporate carbon management strategies) to offset GHGs (greenhouse gases). Last year, we chose their Thermal Residential Heating Aggregation Project which replaces conventional fossil fuel combustion heating with solar heating systems at private and commercial swimming pool locations across Canada. Choosing this project helped to offset our emissions from 2021.  


Why Pantone chose Viva Magenta as colour of the year for 2023: 

“It is critical that we make sure that the colour really reflect what’s taking place in the global culture at that moment in time. Pantone Colour of the Year isn’t about what the colour is going to represent three years from now, or what it represented last year. It is about what we see for the immediate upcoming year.”   

What distinguishes this year’s Colour of the Year from last year’s — PANTONE 17-3938 Very Peri, which also married the technical with nature — is Viva Magenta’s ability to answer our collective need for strength. 

Viva Magenta offers us the assurance and motivation we need to weather long-term disruptive events. Three years deep into a pandemic, facing a war, an unstable economy, social unrest, supply chain breakdowns, and mounting climate change, we need to heal. And still, we need to find the motivation to continue. Here, Viva Magenta cloaks us in both power and grace, and sends us out into the world with the verve we’ve yearned for. 

Pantone’s Colour of The Year, Viva Magenta 18-750, vibrates with vim and vigor. It is a shade rooted in nature descending from the red family and expressive of a new signal of strength. Viva Magenta is brave and fearless, a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative. 

Read morehttps://www.pantone.com/articles/color-of-the-year/what-is-viva-magenta 

And there you have it – aMagenta we are excited about the opportunities on the horizon for all of our stakeholders.
With our colour officially representing optimism and promise for 2023, we are confident that this is our year!