The Alberta government is set to roll out new licence plates and welcome road signs featuring the provincial motto 'Strong and Free' later this year. The new licence plates, which replace the long-standing 'Wild Rose Country' design, will be available starting in September. Additionally, 22 welcome signs at the provincial borders will be updated with the new slogan, costing $3.5 million.
New Licence Plate Design
The updated licence plate will feature an image of Moraine Lake as its background, with the phrase 'Strong and Free' prominently displayed. This change has been in the works since 2008, when the motto was first championed by local journalists. The 'Strong and Free' motto is also expected to appear on driver's licences in the future.
Welcome Road Signs
On Wednesday, Premier Danielle Smith's government will announce the replacement of the 'Welcome to Alberta: Wild Rose Country' signs at the borders with British Columbia, Saskatchewan, Montana, and the Northwest Territories. The new signs will include a wild rose, the Alberta coat of arms, and the words 'Welcome to Alberta, Strong and Free.' The old signs, which have been in place for over 40 years, will be sold to interested buyers.
Government Perspective
Transportation Minister Devin Dreeshen expressed enthusiasm for the new signage, stating that it aims to instill pride in Albertans and a sense of wonder in visitors. He emphasized that the motto 'Strong and Free' perfectly embodies the Alberta spirit of leadership, resilience, and freedom. Dreeshen also noted the importance of symbols, comparing them to New Hampshire's 'Live Free or Die' motto.
The new signs are expected to be installed over the summer and into the fall. The government has already received interest from individuals wanting to purchase the old signs as historical artifacts.
