In a potential legal dispute, the Alberta government may face challenges regarding the use of “Strong and Free” on their new licence plates as a New Brunswick business holds the trademark for a similar phrase. Premier Danielle Smith recently presented six different designs for the residents of Alberta to choose from for the upcoming license plate change.
Despite the varied designs, all options included the official slogan of the province, “Strong and Free.” However, a local business in New Brunswick, Strong & Free Emblem, Inc., already owns the trademark for “Strong & Free.” Denise Dow, the founder of the company, emphasized the significance of the phrase in Canadian identity and human rights advocacy.
Dow operates her business through a licensing royalty model, allowing manufacturers across Canada to purchase the rights to use her emblem on various products. The trademark, approved in 2022, specifies over 200 items that can feature Dow’s design, such as clothing, hats, towels, and license plates.
The trademarked logo consists of three red maple leaves over a banner displaying “Strong & Free.” Dow highlighted the popularity of decorative license plates in provinces like New Brunswick, where only rear plates are mandatory.
Following Alberta’s license plate announcement, Dow received inquiries from customers, prompting her to seek advice from her trademark lawyer. She expressed a desire to reach a mutual agreement with Alberta for the use of the trademark, suggesting a nominal royalty fee that could benefit a charity in the province.
Despite efforts to contact Alberta officials, including Premier Smith’s press secretary and Service Alberta, there has been no response. During the plate launch event, Smith mentioned that the slogan “Strong and Free” translates Alberta’s Latin motto, “Fortis et Liber.”
