Albertans to Decide Province’s New Licence Plate Design in Tournament-Style Vote
Albertans will soon have a say in how their next licence plate looks. The provincial government has launched a tournament-style public vote featuring eight new plate designs—each celebrating Alberta’s landscapes and heritage.
The new designs will debut in 2025 and feature the province’s official motto, “Strong and Free,” a phrase taken from Alberta’s coat of arms and echoed in Canada’s national anthem.
“The motto’s inclusion will serve as a nod to Alberta’s identity as a strong and sovereign province within a united Canada,” Premier Danielle Smith said at Wednesday’s news conference.
‘Strong and Free’ becomes the new slogan
Since 1980, Alberta’s coat of arms has carried the Latin motto Fortis et Liber—translated as “Strong and Free.” The new plate designs incorporate that phrase alongside images of mountain ranges, prairies, pumpjacks, and cowboys.
“The images are more than decoration — they’re a celebration of Alberta’s natural beauty and our shared identity,” Smith said.
Voting is now open on the province’s official website and runs until November 5.
H2: Debate over motto’s political meaning
Both Smith and Service Alberta Minister Dale Nally faced questions about whether the motto’s inclusion was politically motivated, given its presence on the United Conservative Party’s website.
“It’s our provincial motto. Let’s not be shy about it,” Nally said. “It’s also in the national anthem … there’s no political ideology that owns the corner on ‘Strong and Free.’”
Smith added that the slogan is “neutral language” and questioned why it wasn’t already on Alberta plates.
Minimal cost for rollout
Nally said no new funding was required to implement the redesign, with costs expected between $25,000 and $50,000. Alberta’s current “Wild Rose Country” plates, in use for decades, will remain valid.
Albertans can voluntarily pay $28 to replace their current plate when the new design launches or receive it at no cost during their next vehicle registration renewal.
“Motorists may also continue using the previous plate as long as it’s in good condition,” the province said in a news release.
