Alberta’s licence plates will now carry the phrase “Strong and Free”, and residents can select from eight new design concepts that reflect provincial identity, landscape and industry.
Why the Change Matters
The current plate design, featuring the slogan “Wild Rose Country,” has stayed in use since 1984 and underwent only minor updates since then.
The provincial government says the new slogan “Strong and Free” echoes the province’s Latin motto Fortis et Liber and ties to the national anthem, reinforcing Alberta’s “strong and sovereign province within a united Canada.”
Eight design options showcase Alberta landmarks such as the Three Sisters Mountains and Moraine Lake, agriculture and energy scenes, along with both red and newer blue lettering features.
How the Vote Works
From October 15 to November 5, Albertans can vote online in a “tournament-style” bracket: eight designs reduce to four, then to two, and finally one winner. The winning design will roll out in late 2026, at which time motorists may switch voluntarily (for a fee of C$28) or automatically at registration renewal at no extra cost. Current plates remain valid if in good condition.
The government adds that the new plates will incorporate modern reflective technology to improve readability and comply with international standards.
Reaction and Debate
While many residents view the change as a refreshing update after four decades, critics argue the slogan and process show partisan overtones—given that “Strong and Free” mirrors the governing party’s branding.
One opposition member called the plate redesign a distraction from pressing issues such as education and healthcare, questioning whether budget and priority alignments reflect public need.
Implications for Albertans
For everyday drivers, the change offers a chance to display updated provincial pride and identity on the road.
The new design may also influence how Alberta markets itself for tourism, business and industry by projecting a modern image aligned with its economic and natural assets.
However, the choice remains optional and existing plates will continue to serve, which reduces mandatory burden on drivers.
