Albertans now have the opportunity to vote for one of eight different license plate designs as the provincial government announces plans for new plates to be introduced next year. A tournament-style voting bracket and design details were unveiled during a news conference held on Wednesday afternoon. All the new designs will feature the slogan “Strong and Free,” which is Alberta’s motto.
Premier Danielle Smith emphasized that the inclusion of the motto on the license plate pays tribute to Canada’s national anthem and Alberta’s status as a robust and independent province within a unified Canada. Alberta’s coat of arms has displayed the Latin phrase “fortis et liber” since 1980, translating to “strong and free” in English.
Residents can participate in the voting process by visiting a dedicated page on the province’s website and selecting their preferred design until November 5. The design options showcase various landscapes, with some including pumpjacks and cowboys. Smith highlighted that these images represent Alberta’s natural beauty and collective identity, evoking sentiments of what it means to be an Albertan.
During the news conference, both Premier Smith and Service Alberta Minister Dale Nally responded to questions regarding the potential political motivation behind including the motto. Minister Nally emphasized that the slogan is the provincial motto and has significance beyond any specific political affiliation. He mentioned that the cost of implementing the new plates, expected to range between $25,000 and $50,000, will be covered within the ministry’s existing budget.
The current license plate design in Alberta, featuring the phrase “Wild Rose Country” alongside the provincial flower, has been in use for many years. Despite the new designs, all options for voting still incorporate a wild rose element. The province announced that residents interested in obtaining a new plate with the upcoming design can choose to pay a voluntary $28 fee or wait for their vehicle registration renewal date to receive the new plate at no extra charge. Additionally, motorists can continue using the previous license plate as long as it remains in good condition even after the new design is rolled out.
