Alberta Unveils New ‘Strong and Free’ Licence Plate Design

Banff National Park’s Moraine Lake will appear on Alberta's new licence plates in 2026. Government of Alberta handout photo

An iconic image of Banff National Park’s Moraine Lake will be the new backdrop on Alberta licence plates, with the words “Strong and Free” as the new motto.

The province announced in mid-October that it would be allowing Albertans to pick the new design in an online tournament-style vote between Oct. 15 and Nov. 5. There were eight designs and three rounds of voting.

The government said more than 240,000 votes were cast, with the Moraine Lake design being selected to replace the current Wild Rose Country design.

The province said the “Strong and Free” motto will “serve as a nod to Canada’s national anthem and Alberta’s position as a strong and sovereign province within a united Canada.” The motto is also included in Latin in the Alberta coat of arms.

Premier Danielle Smith thanked those who voted online for the design.

“Moraine Lake is recognized around the world, and the fact that Albertans chose it makes this new plate deeply meaningful,” she said.

She said the image showcased Alberta’s “natural beauty” and would be a “proud symbol of our province for years to come.”

Smith faced criticism over the motto as her United Conservative Party has used the “Strong and Free” slogan in campaigns and promotional material.

Opposition NDP Leader Naheed Nenshi previously told reporters that the licence plate change was a distraction from more pressing issues. He characterized the slogan choice as political, saying the lettering is being switched to “Tory” blue.

Smith told reporters in October that there was nothing political about the motto, saying it was “neutral language,” adding it is a phrase included in the national anthem.

Service Alberta Minister Dale Nally called said the lake was “iconic” and would soon be “on display for motorists across the country.”

“License plates play a significant role in shaping Alberta’s identity,” Nally said in a video unveiling the new look.

He called them a “business card to the world,” saying they are the first thing people see when they come to Alberta.

“For more than 40 years, our current plate has served us well, but we can all agree, it needs a refresh, a refresh that reflects the vibrant spirit and beautiful landscape that every Albertan is proud of,” he said.

Nally called the image “breathtaking,” saying the lake was “known around the world.”

Licence Plate Rollout

Alberta drivers can opt to replace their current vehicle plates for the new design when it is released in mid-2026 for a $28 fee, the government said.

Drivers can also wait and update their plate design when they renew their vehicle registration. For those who wait, there is no additional fee for the plate change.

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.

Nally previously said he expected the implementation cost for the new design to be between $25,000 and $50,000.

The Canadian Press contributed to this report.