Alberta is set to give its licence plates a bold new look — and a new message. Premier Danielle Smith announced that by late 2026, the familiar “Wild Rose Country” slogan will be replaced with “Strong and Free,” echoing the province’s Latin motto Fortis et Liber. The announcement was made Wednesday at the Alberta legislature alongside Red Tape Reduction Minister Dale Nally, unveiling eight new plate designs for residents to vote on in an online tournament running until November 5.
The change marks the first redesign since 1984, when the current red-and-white “Wild Rose Country” plates were introduced. The provincial government says the new slogan reflects both Alberta’s motto and its role as a “strong and sovereign province within a united Canada.”
Political observers, however, are noting the potential partisan undertones of the phrase. Lori Williams, a political science professor at Mount Royal University, cautioned that “Strong and Free” may be too closely associated with Premier Smith’s United Conservative Party slogan and theme song. “Something distinctive about the character, the landscape, the beauty of Alberta would be inoffensive and, I think, widely accepted,” she said, pointing to past sensitivities around political affiliations and plate slogans.
In 2014, a similar redesign proposal under then-premier Jim Prentice was cancelled over cost concerns after criticism that dropping “Wild Rose Country” was politically charged due to its association with the Wildrose Party. That party later merged with the Progressive Conservatives to form today’s UCP.
Minister Nally said the cost of the new plates will be covered by his department’s existing budget and framed the move as part of a broader modernization effort. “We’ve heard loud and clear every time someone buys an Oilers plate or a Flames plate or a ‘Support Our Troops’ plate — Albertans want more choices,” he said. He rejected claims of partisanship, emphasizing that “no political ideology owns the corner on ‘Strong and Free.’ It’s our provincial motto. Let’s not be shy about it.”
Albertans are now invited to visit the government’s website to select their preferred design, which will shape the province’s licence plates for decades to come.