Alberta Premier Danielle Smith speaks in Edmonton on Wednesday, Oct. 15, 2025, announcing the start of public voting for the province’s new licence plate design. The updated plate will feature the phrase “Strong and Free,” Alberta’s official motto, which also appears on the United Conservative Party’s website. (THE CANADIAN PRESS)
Albertans now have the chance to shape the future look of their vehicles. The provincial government has launched a public vote to choose a new licence plate design, with eight options to select from.
The new plates will debut next year and feature Alberta’s official motto, “Strong and Free.” The voting process, organized in a tournament-style format, opened Wednesday afternoon following a press conference where the designs were revealed.
Premier Danielle Smith said including the motto reflects Alberta’s pride and spirit. “The motto’s inclusion on the licence plate will also serve as a nod to Canada’s national anthem and Alberta’s position as a strong and sovereign province within a united Canada,” she said.
The phrase “Strong and Free” comes from Alberta’s Latin motto, fortis et liber, which has appeared on the provincial coat of arms since 1980.
Residents can view all designs and vote online until November 5.
Designs Celebrate Alberta’s Landscape and Identity
The eight proposed designs showcase different aspects of Alberta’s scenery and culture. Some feature majestic mountains, cowboys, and oil pumpjacks, while others highlight natural beauty through prairie views and wild roses.
“The images are more than decoration,” said Smith. “They celebrate Alberta’s natural beauty and the shared identity we all feel when we think about home.”
Each design also includes Alberta’s current slogan, “Wild Rose Country,” and features the provincial flower.
Motto Sparks Political Debate
Reporters at the announcement questioned whether including “Strong and Free” carried political meaning, as the phrase also appears on the United Conservative Party’s website.
Service Alberta Minister Dale Nally dismissed the suggestion. “It’s our provincial motto. Let’s not be shy about it,” he said. “The words ‘strong and free’ appear in the national anthem, and even the King of England used them in his speech during his visit. No political party owns those words.”
Smith echoed that view, calling the motto “neutral language.” She added that she found it unusual Alberta’s plates hadn’t already featured the motto.
Cost and Implementation
Nally confirmed his department would not receive extra funds for the plate redesign. He estimated implementation costs between $25,000 and $50,000, which will be covered by the existing budget.
Albertans who wish to switch their current plates to the new design early can pay a $28 fee once the new version is available. Otherwise, they can receive the new plate for free upon renewal of their vehicle registration.
Drivers can also keep their current plates as long as they remain in good condition.
Alberta’s existing plate, reading “Wild Rose Country,” has been in use for decades. The province last considered a redesign in 2014, but the plan was dropped before launch.
