Thirty years ago, Schering AG filed the first patent application for a contrast agent for magnetic resonance imaging (MRI) covering the forefather and still the most widely used gadolinium probe: Gd-DTPA or Magnevist. To date, a total of eleven contrast agents have been approved by the US Food and Drug Administration for intravenous use. During that time, coordination chemists have done a great deal to move the field forward. Our understanding of lanthanide chemistry now enables the design of complexes with long rotational correlation times, fast or slow water-exchange rates, high thermodynamic stabilities, and kinetic inertness leading to sensitive and non-toxic contrast agents. Chemists did not stop there. The last few decades have seen the development of novel classes of probes that yield contrast through different mechanisms, such as PARACEST agents. Thirty years since the first patent, chemists are still leading the way. The development of high sensitivity contrast agents for high magnetic fields, safe probes for patients suffering from kidney disorders, and multimodal, targeted, and responsive agents demonstrate that the field of contrast agents for MRI still has much to offer.