The decision came down to the wire, a nail-biting finish after an incredible 240,000 votes cast across three rounds. Alberta’s next license plate will showcase the breathtaking beauty of Moraine Lake, narrowly edging out a design featuring a cowboy and oil pump.
The margin was astonishingly close – a mere one percent separated the two contenders. Those involved describe a back-and-forth battle, a true reflection of the province’s diverse identity and passions. The final choice represents more than just a scenic view; it embodies a spirit.
Alongside the iconic image, the plate will proudly display Alberta’s new motto: “Strong and Free.” This phrase, echoing the national anthem, is intended to capture the resilience and entrepreneurial spirit of Albertans, a message meant to resonate across the country.
The idea of embracing “Strong and Free” isn’t new. It was initially considered nearly two decades ago, but faced resistance from those who deemed it too bold, too assertive. Now, proponents believe the time is right to project a renewed sense of confidence.
Despite some criticism suggesting the government should focus on larger issues, the driving force behind the change believes Alberta can pursue multiple priorities simultaneously. This license plate is viewed as part of a larger effort to refresh and modernize the symbols that represent the province.
The response from Albertans has been overwhelmingly positive, according to those involved. Spontaneous expressions of support have been received, even in everyday settings like grocery stores, while dissenting voices have largely come from a consistent, small group.
The sheer volume of votes – 240,000 strong – speaks volumes. It demonstrates a clear desire for change and a willingness to participate in shaping the province’s identity. Voters weren’t simply content with a minor adjustment; they actively sought something new.
The new plates are slated to arrive by mid-2026, offered free with vehicle registration renewal. For those eager to display the new design sooner, a $28 fee will be available. Existing “Wild Rose Country” plates in good condition can remain in use.
And for those who prefer a minimalist approach, Alberta will continue to forgo front license plates. The anticipation is building, with those involved expressing genuine excitement to see the “Strong and Free” plate become a common sight on Alberta’s roads.
One individual involved in the project confessed to an unexpected new hobby: scrutinizing license plates. He believes the new design will stand out, a symbol of pride and a testament to the spirit of Alberta.
