Albertans pick Moraine Lake after provincial licence plate showdown

Alberta has picked a winner for its first new provincial licence plate in over 40 years, choosing a design featuring the iconic Moraine Lake that drew over 240,000 ballots.

Alberta has picked a winner for its first new provincial licence plate in over 40 years, choosing a design featuring the iconic Moraine Lake after a popular tournament-style vote that drew over 240,000 ballots.

The provincial government announced Tuesday that the new licence plate—carrying Alberta’s “Strong and Free” motto—will begin appearing on vehicles in mid-2026.

Premier Danielle Smith said in a press release that the winning design reflects the province’s identity and pride.

“Albertans know who we are and what we stand for: we are strong, free, resilient and united by the natural beauty that defines our home. Moraine Lake is recognized around the world, and the fact that Albertans chose it makes this new plate deeply meaningful,” she said.

Smith thanked residents who participated in the province-wide vote and chose a licence plate symbolizing Alberta’s natural beauty.

Service Alberta Minister Dale Nally said the final result reflects a clear preference for one of Alberta’s most recognizable landmarks.

“Having the iconic Moraine Lake on our licence plates is something we can all be proud to show off. Thank you to every Albertan who cast their vote in our tournament. Because of you, the beauty and strong and free spirit of our province will be on display for motorists across the country,” he said.

In a video posted to X, Nally said Albertans made their choice clear.

“This is a design that we can all get behind. It’s breathtaking, known around the world, and it’s one that we can all be proud of. Thank you to everyone who cast their vote. Because of you, Alberta’s new plate will showcase one of the most iconic landscapes in the world,” he said.

The new plate continues the “Strong and Free” theme that appeared on all eight original designs when voting opened in October. At the time, Smith described the phrase as central to the province’s character, adding that it was odd it was not on the plate already, considering it is the provincial motto.

“Strong and Free” can also be found on Alberta’s Coat of Arms, which has it in Latin, reading Fortis et Liber. The phrase also appears in Canada’s national anthem.

All eight options similarly included the wild rose—Alberta’s provincial flower—after feedback indicated residents wanted to keep it.

Albertans who want to switch to the new plate once it launches may pay a voluntary $28 replacement fee, or wait for their regular registration renewal at no additional cost. Existing plates will remain valid as long as they are in good condition.

The swap will cost the province between $25,000 and $50,000, using only internal resources and not requiring any additional budget allocations.

The government says the updated design includes reflective technology to improve readability for law enforcement and automated systems, meeting international standards for visibility, legibility and counterfeit resistance.

The province’s current licence plate has been in use since 1984.