First Majestic Brand Guidelines: A 2002 Vancouver Silver Miner With Its Own Mint

A founder, a ticker and a run of Mexican deals.

First Majestic Silver is a young company by mining standards. It was founded in 2002 by Keith Neumeyer, still its chief executive, who, the company says, had been the founding president of First Quantum Minerals and went on to found First Mining Gold in 2015. English Wikipedia notes that the oldest part of the corporate entity goes back to Brandy Resources in 1984. The company is based in Vancouver and trades under the symbol AG on the Toronto and New York stock exchanges, with a further listing in Frankfurt.

Its growth came through acquisitions in Mexico. In 2006, Wikipedia says, it bought First Silver Reserve, owner of the San Martin property in Jalisco, and Desmin, the operator of the La Encantada mine in Coahuila, which Desmin had bought from Industrias Peñoles. The company moved up to the Toronto Stock Exchange in March 2009 and listed on the New York Stock Exchange in December 2010. Normabec Mining Resources, acquired in 2009, brought the Real de Catorce project in San Luis Potosí. That project lies in the Wirikuta area, sacred to the Wixárika (Huichol) people; in May 2012, Wikipedia says, the company announced it was returning some of its concessions there to Mexico’s national mining reserve, a step the Wixárika regional council disputed.

Larger deals followed. On October 1, 2015 First Majestic completed its purchase of SilverCrest Mines, owner of the Santa Elena mine in Sonora, and on May 10, 2018 it completed the purchase of Primero Mining, bringing in the San Dimas silver-gold mine in Durango, according to the company’s releases. On April 30, 2021 it completed the acquisition of the Jerritt Canyon gold mine in Nevada from Sprott Mining.

Gatos Silver, four mines and a mint.

The largest single step was Gatos Silver. In September 2024 First Majestic announced a definitive agreement to acquire the company, whose main asset was a 70% interest in the Los Gatos Joint Venture and its Cerro Los Gatos underground mine in Chihuahua. Shareholders of both companies approved the deal, with closing set for January 16, 2025, and in April 2026 First Majestic said the integration of Gatos Silver was complete. The other 30% of Los Gatos belongs to Dowa Metals & Mining, the company says; its concessions cover about 103,000 hectares, and the plant targets up to about 4,000 tonnes of ore per operating day. The Motley Fool wrote in September 2026 that the acquisition helped carry First Majestic to record silver production of 15 million ounces in 2025.

Today the company describes four producing underground mines in Mexico: San Dimas, which it calls its largest, with more than 250 years of history in Durango and Sinaloa; Santa Elena in Sonora, which takes ore from the Santa Elena and Ermitaño underground mines; La Encantada in Coahuila, with its cyanidation plant; and its 70% of Los Gatos, a flotation operation producing silver with zinc and lead. Jerritt Canyon, now listed among its development assets, is the subject of a restart plan announced on April 2, 2026, which the company says targets production in the second half of 2027.

First Majestic also sells silver directly. Its subsidiary First Mint, LLC offers bars, ingots, coins and medallions to the public, and the company’s website carries a bullion store alongside its investor pages; the company calls itself one of the few producers to sell this way. Its website tagline reads “There’s no substitute for silver.”

How silver miners present themselves.

Silver miners speak mainly to investors, governments and the communities around their mines, and their visual identities tend to follow from that audience. Palettes lean on metallic greys and silvers, often paired with a deep blue or slate, sometimes warmed by an earth tone drawn from rock or desert. Typography is usually a plain sans or a sober serif, set for long reports rather than for packaging, because there is no consumer product on a shelf to sell.

Photography carries much of the identity. Company websites and annual reports tend to show mills, headframes, haul roads and open pits set against mountain or desert landscapes, alongside portraits of workers in protective gear and views of nearby towns. Maps matter too: a miner’s portfolio is a set of places, and operation pages are commonly organised mine by mine and country by country, each with its location, ownership share, processing facilities and expected mine life.

Numbers form a second visual language. Mineral reserves and resources statements, quarterly production reports and guidance tables are published on fixed calendars, and their charts, tonnages and grades are repeated across press releases and investor presentations. Because these figures are regulated disclosures, they tend to look alike from company to company, and the brand shows mostly in the colour of a chart or the cover of a report.

The third strand is sustainability. Most listed miners keep pages on water, tailings management, energy use, community relations and human rights, often with downloadable reports and lists of the standards they say they follow. For a designer, the category is a study in restraint: a consistent palette, a clear type hierarchy and careful photography do most of the work, and the identity must hold together across a website, a technical report and a slide shown to analysts.

A tax case, a trimmed portfolio and a listed miner’s website.

The company carries one long-running dispute. It concerns a legacy tax issue at Primero Empresa Minera, the San Dimas subsidiary that came with Primero, which First Majestic took to arbitration against the Government of Mexico under Chapter 11 of the North American Free Trade Agreement. On October 13, 2026 the company announced that the two sides had agreed in principle on a settlement framework and that the tribunal had suspended the proceedings until December 31, 2026; the settlement was not completed at the time of writing.

Its portfolio has also shed assets. The La Guitarra mine in the State of Mexico, bought from Silvermex Resources in 2012, was sold to Sierra Madre Gold and Silver in May 2022, according to Wikipedia. The company’s website lists exploration properties including La Luz, Jiménez del Tul and Los Amoles, and a silver stream on First Mining’s Springpole project.

That website follows the pattern of a listed miner: a page for each mine with ownership, hectares, production and reserves; a reserves and resources section; quarterly production results; sustainability reports; and a tailings management page. The tickers TSX AG and NYSE AG sit at the top of every page.

For a design guide, First Majestic shows how a silver miner can put the metal itself at the centre of its identity, from its ticker to its own mint. Compare Endeavour Silver, another silver producer with mines in Mexico, and Fresnillo, a Mexican silver producer. For this guide we use a deep navy, a silver grey and a desert ochre with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep First Majestic’s identity on hand — save it to a board in the Made Good inspiration library.