Albertans to vote in “Strong and Free” licence plate design competition

Albertans are set to choose a new licence plate for the first time in over 40 years, with a tournament-style online vote underway to select one of eight designs.

Source: Facebook

Albertans are set to choose a new licence plate for the first time in over 40 years, with a tournament-style online vote underway to select one of eight designs, all featuring the province’s “Strong and Free” motto.

The province announced the initiative on Wednesday. The “Strong and Free” campaign invites residents to select from eight designs celebrating Alberta’s landscapes, industries and provincial identity. The winning design will be announced during the fall legislative session, with the new plates available in late 2026.

The tournament-style online vote will take place between October 15 and November 5. In the first phase, Albertans can vote between the eight initial designs. The subsequent phase will feature a top four, then a top two, until the last licence plate standing is crowned.

Premier Danielle Smith said the initiative aims to capture Alberta’s pride and independence.

“A licence plate is more than just tin and paint. It’s a business card for Alberta,” Smith said at the announcement. “It states who we are, what we stand for, and the pride we take in being Albertans.”

Smith added that the refresh was long overdue, noting that Alberta’s current plate was introduced in 1984 and the province has grown and changed remarkably since then.

“Our province is bold, innovative and deeply proud of its roots,” she said. “It’s time for the licence plate to reflect that vibrant spirit and our beautiful landscape.”

While the licence plates vary in design, from cattle being herded, oil rigs, beautiful mountain landscapes, to very basic designs, “Strong and Free” is at the bottom of each version.

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

Despite this, the President of the Alberta Federation of Labour called the change “a very Trumpian thing to do,” and a “big red flag.”

Service Alberta Minister Dale Nally also referenced the common association with Canada. He said when the King of England delivered his throne speech in Ottawa, he also said “Strong and Free” in relation to the country.

“There is no political ideology that owns the corner on ‘Strong and Free,’” said Nally.

Smith said that it was odd that this wasn’t on the licence plate already, considering it is the provincial motto.

Nally explained that the process is meant to be interactive and fun.

“We’ve got eight excellent concepts. In fact, they’re so good, that’s the big reason why we wanted Albertans to make the choice for us,” said Nally. “I’m not going to tell you my favourite, but I can tell you this: your vote counts just as much as mine.”

He added that implementation costs would be minimal, between $25,000 and $50,000, as only internal resources were being used and no extra budget was allocated.

All proposed designs include Alberta’s provincial flower, the wild rose, after feedback indicated residents wanted to keep it.

Albertans who wish to replace their current plates once the new design launches can pay a voluntary $28 fee or wait for renewal at no additional cost. Current plates will remain valid as long as they are in good condition.

The province says the updated designs will include reflective technology to improve visibility and meet international standards for counterfeit resistance.

You can vote here.