Based on coverage from CBC, CTV, Global, and the Calgary Herald.
Alberta is gearing up for a licence plate makeover, and it’s not just about swapping out the old “Wild Rose Country” slogan. The province is inviting residents to vote on eight new designs, all featuring the phrase “Strong and Free.” This change nods to Alberta’s Latin motto, “Fortis et Liber,” and is also a line from Canada’s national anthem. But, as with many things in Alberta, the change isn’t without its controversies.
Premier Danielle Smith and Service Alberta Minister Dale Nally announced the initiative, emphasizing that the new plates are a celebration of Alberta’s natural beauty and identity. The designs feature quintessential Alberta imagery like mountains, pumpjacks, and cowboys, along with a wild rose to keep a connection to the past. Voting is open until November 5, and the winning design will be revealed later this fall.
The decision to use “Strong and Free” has raised eyebrows, given its association with Smith’s United Conservative Party (UCP). Critics argue that the slogan is politically charged, pointing out its use in UCP campaigns and promotional materials. Political scientist Duane Bratt noted the phrase’s deep ties to the party, while Opposition NDP Leader Naheed Nenshi dismissed the announcement as a distraction from more pressing issues, such as the ongoing teachers’ strike.
Smith and Nally, however, maintain that the motto is a neutral expression of Alberta’s spirit. Nally pointed out that the phrase is part of the national anthem and was even mentioned by the King of England during a recent visit to Canada. He assured that the change isn’t politically motivated, saying, “It’s our provincial motto. Let’s not be shy about it.”
This isn’t Alberta’s first attempt at a licence plate redesign. A decade ago, a similar initiative was scrapped due to financial concerns. This time around, Nally claims the cost, estimated between $25,000 and $50,000, will be covered by his existing budget. Albertans can choose to pay a $28 fee to switch to the new plate once it’s available in late 2026, or they can wait until their vehicle registration renewal for a free swap.
While some Albertans are excited about the change, others are skeptical. Lori Williams, a political science professor, suggests that a more universally accepted design might focus on Alberta’s unique landscape and character, rather than a slogan tied to a political party. Yet, Nally remains optimistic, hoping the new plates will serve as a “business card to the world” that showcases Alberta’s pride.
In the end, whether you’re a fan of the new slogan or not, the decision lies in the hands of Albertans. As the province moves forward with this change, it’s clear that the licence plate debate is as much about identity and politics as it is about aesthetics.
