‘Strong and free’: Alberta government changing licence plate design, slogan

EDMONTON – Alberta may no longer be known as “Wild Rose Country” — at least on its licence plates.

The provincial government is looking to change the slogan to “Strong and Free,” a phrase featured in Latin on Alberta’s coat of arms as the provincial motto.

It has also been used by Premier Danielle Smith’s United Conservative Party in campaigns and promotional material.

Smith told reporters there’s nothing political about the choice, noting the same words are also lyrics to the Canadian anthem.

“This is neutral language,” Smith said, adding the phrase pays homage to Alberta being a “strong and sovereign province within a united Canada.”

Residents are also being asked to vote on a new design.

The eight options include backdrops of Alberta monuments and landscapes, as well as plate numbers in blue in addition to the currently used red.

“Whether it’s the brilliant Prairies, the majestic mountains, pump jacks, horses, cattle and cowboys, the images are more than decoration,” Smith said of the designs.

“They are a celebration of Alberta’s natural beauty and our shared identity.”

Smith also said Albertans didn’t want to give up references to the wild rose, the provincial flower, so all eight designs feature a drawn rose in the centre.

As leader of the former Wildrose Party in 2014, Smith was critical of the then-governing Progressive Conservatives’ plans to ditch the “Wild Rose Country” slogan from licence plates as part of its own redesign project. At the time, she called the move “clearly political.”

Asked about her change of heart, the premier discounted her past comments.

“I also joked that it was great to have advertising for the political party I represented at that time on the back of every licence plate,” Smith said.

“It’s actually sort of odd that this wasn’t on the licence plate to begin with, since it’s our provincial motto.”

Service Alberta Minister Dale Nally, speaking alongside Smith, said the winning design would be announced later this fall after the “tournament-style” vote got underway Wednesday.

“This is a fun event,” said Nally.

“Ultimately it’s Albertans that will be choosing the plate, not government (and) I think that’s something to celebrate.”

Nally, in an interview, said the rollout of the new plates could cost the government $2 million, but is expecting the price tag to be between $25,000 and $50,000.

“Regardless of what the number is, it’s absorbed from within my current budget,” Nally said. 

Nally’s overall budget for the fiscal year is a little more than $200 million.

Speaking with reporters, Opposition NDP Leader Naheed Nenshi wrote off the licence plate announcement as a distraction from more pressing issues, including a provincewide teachers strike now in its second week.

Nenshi said the slogan choice is inherently political for its connections to Smith’s party, as is the switch to Tory blue lettering.

He also questioned the project’s budget.

“Alberta’s official fish is the bull trout,” Nenshi said. “I don’t know if the bull trout is appearing on any of these licence plates.

“I hope it is because this is fishy as hell.”

Smith, during the news conference, defended the timing of the licence plate swap, saying her government can focus on more than one thing at a time.

“Every single person who drives on the road has (to have) a licence plate, and so we have to make a decision on what that licence plate looks like,” she said.

Prototypes of the new plates were adorned on cars and trucks parked just outside the front steps of the Alberta legislature.

The new plates, which are not mandatory, are expected to be available beginning late next year. 

Albertans who want to switch right away will need to pay $28.

“Alternatively, Albertans could obtain a new plate on their vehicle registration renewal date at no additional cost,” a government news release says.

“Motorists may also continue using the previous licence plate once the new licence plate is brought on board, provided it is still in good condition.”

Alberta’s current licence plate was designed in 1984.

This report by The Canadian Press was first published Oct. 15, 2025.