Alberta is eliminating its provincial flower from the signs welcoming people into the province in favour of its new official motto: “Strong and Free.”
The province has announced plans to set up new “Welcome to Alberta” highway signs across the province this fall to replace the long-standing “Wild Rose Country” with the province’s well-known slogan.
“After decades of exposure to Alberta’s harsh weather conditions, the existing signs have reached the end of their usable lifespan,” the press release said. “Alberta’s government is now moving forward with a refreshed design that is more durable and built to withstand Alberta’s climate for decades to come.”
The province has issued a request for proposals for a fabricator to build 22 signs to be installed at provincial border crossings and has budgeted $3.5 million for the project, the press release said. The new signs are expected to be installed starting in the fall of this year.
The change to the motto on the signs follows the decision of Premier Danielle Smith’s government last year to place the same slogan on Alberta licence plates.
The Opposition NDP has questioned Smith’s motive with the change, noting that her United Conservative Party has also used “Strong and Free” in promotional and campaign material.
NDP Leader Naheed Nenshi told reporters last year that the licence plate change was a distraction from more pressing issues and described the slogan choice as political because the lettering is being switched to “Tory” blue.
Smith has defended the change, saying that the “Strong and Free” motto is not only the province’s official motto but a nod to Canada’s national anthem. The motto is also included in Latin in the Alberta coat of arms.
The new licence plates, which will also feature an image of Banff National Park’s Moraine Lake, are set to be released in mid-2026.
Drivers can update their plate design for free when they renew their vehicle registration, the government said. Alberta drivers who want to replace their current vehicle plates immediately will need to pay a $28 fee.
The province said that drivers can also continue to use their current plate, even after the updated design is released, as long as their plates are in good condition. The province’s current licence plate was designed in 1984.
