Alberta licence plates to switch slogan to “Strong and Free” after public vote

Province announces new slogan for Alberta licence plates

Alberta licence plates will move from “Wild Rose Country” to “Strong and Free” by late 2026, the province announced. Premier Danielle Smith and red tape reduction minister Dale Nally revealed the change at a press conference at the Alberta legislature on Wednesday.

From Wednesday until Nov. 5, Albertans can take part in a tournament-style online vote to decide one of eight possible designs. The change was chosen to reflect Alberta’s Latin motto, Fortis et Liber, which translates directly to “strong and free.” The province’s media release said the slogan is also a nod to Canada’s national anthem and “Alberta’s position as a strong and sovereign province within a united Canada.”

Why the change — and who’s concerned about politics

Alberta’s licence plate designs have not changed since 1984, when the “Wild Rose Country” slogan and red-and-white palette were introduced. The government says the refresh is part of a broader push to modernize what represents the province.

But not everyone welcomes the new wording. Lori Williams, a political science professor at Mount Royal University, warned the design may feel partisan to Albertans who associate “Strong and Free” with Premier Smith’s United Conservative Party slogan and theme song. Williams suggested a plate “distinctive about the character, the landscape, the beauty of Alberta would be inoffensive and, I think, widely accepted.”

Williams pointed to a 2014 example when former Progressive Conservative premier Jim Prentice moved to change licence plates away from “Wild Rose Country” because of potential affiliation with the Wildrose party. That proposed change was later cancelled for financial reasons. The Wildrose later merged with Progressive Conservatives to become the UCP, and Williams said the phrase “Wild Rose Country” has been associated with Alberta longer than other monikers.

Government response and the voting process for the alberta new license plate

Nally said the government’s original budget will cover the cost of the new plates. Despite the 2014 change being cancelled for financial considerations. He framed the initiative as responding to public demand for more choices. Noting feedback from buyers of Oilers, Flames and “Support our Troops” plates.

“This is a broader push to modernize and refresh those things that we put out that represent Alberta,” Nally said. He added there is no political ideology that “owns the corner” on “Strong and Free,” calling it the provincial motto. And urging people not to be shy about it: “It’s our provincial motto. Let’s not be shy about it.”

Albertans can visit the government’s website to pick their favourite plate concepts in the alberta license plate vote, choosing from the eight designs in a tournament-style format until Nov. 5.

Stay tuned for more on alberta licence plates. And how to cast your vote in the alberta pick a plate tournament. Follow TNN for the latest US news today and Canada news today.