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Alberta licence plate slogan to change to ‘Strong and Free’

Premier Danielle Smith unveiled new Alberta licence plates featuring the government-chosen slogan Strong and Free at the legislature news conference on Wednesday, October 15, 2025, with the winning design announced later this fall.
Albertans are being asked to vote on eight possible options during a three-week voting period as the provincial government of Alberta seeks to change the slogan and plate design.
Public engagement metrics indicate the survey page received more than 500,000 page views and more than 100,000 votes, while the 2014 attempt was scrapped citing a $15 million cost.
Premier Danielle Smith said the choice is not political, nodding to the national anthem, and reiterated the winning design will be announced later this fall as Albertans vote over three weeks.
It follows a decade of plate debates and could remove the longtime `Wild Rose Country` slogan, which appears in Latin on Alberta's coat of arms and featured in United Conservative Party campaigns.

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CBC News

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8 new designs will duke it out to be Alberta's new licence plate

The plates will feature the provincial motto, which is "Strong and Free."

5 hours ago·Canada

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Todayville

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Click here to help choose Alberta’s new licence plate design

Your province, your plate For the first time in more than 40 years, Alberta is refreshing its licence plate with a Strong and Free motto, and the final look will be decided by Albertans. From Oct. 15 until Nov. 5, Albertans can take part in a tournament-style online vote for a new provincial licence plate design that proudly reflects who we are every time we hit the road. The new licence plate will be available in late 2026 and will be based on…

11 hours ago

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