Photo Courtesy EGP Staff

By Tanner Smith

License Plate

Alberta government “pick-a-plate” winner announced

Nov 18, 2025 | 2:08 PM

Albertans will have the option to showcase one of the province’s most “iconic destinations” on their license plate starting in “mid-2026.”

The Alberta government announced that the Moraine Lake design with the slogan “Strong and Free” received the most votes in its “pick a plate” contest.

Moraine Lake Plate (CC: Alberta Government)

The plate’s slogan, “Strong and Free,” was chosen as “a nod to Canada’s national anthem and Alberta’s position as a strong and sovereign province within a united Canada.”

The province did run into a problem while first rolling out this new slogan, as Denise Dow, of Saint John, N.B., has operated Strong and Free Emblem Inc. since 2007 and currently holds a copyright to the phrase.

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However, Service Alberta spokesman Kevin Lee says the licence plates are not commercial products, and noted that Strong and Free is part of Canada’s national anthem and appears in Latin on the provincial coat of arms.

Now, Alberta will have its first new plate design since 1984.

Back in October, eight different designs were voted on by the public in a three-round tournament-style format, which all showcased various aspects of Alberta, including cowboys, pump jacks, and other well-known landscapes

After three rounds of voting and more than 240,000 votes cast, the new plate will be available in mid-2026, and will be free during 2026 vehicle renewals, or $28 once it’s released.

Residents whose current plates are still in good condition will also have the option of continuing to use the same ones.

Premier Danielle Smith thanked all who took part in voting and added that “the fact Albertans chose it makes this new plate deeply meaningful.”