Albertans Can Vote for New Licence Plate Designs in 2025

Albertans have a new reason to show pride in their province. Starting this year, residents can vote for one of eight new license plate designs, as the provincial government plans to introduce updated plates beginning next year.

Officials revealed a tournament-style voting bracket, allowing Albertans to select their favorite design. All new license plates will feature Alberta's well-known motto: “Strong and Free.”

“Strong and Free” Becomes Part of Every Plate

Premier Danielle Smith explained that including the provincial motto on license plates is more than just decoration. "The motto's inclusion on the license plate will also serve as a nod to Canada's national anthem and Alberta's position as a strong and sovereign province within a united Canada," Smith said.

Alberta’s coat of arms has featured the Latin words “fortis et liber” since 1980, which translates to “strong and free” in English. The addition of the motto on license plates will reinforce Alberta's identity while connecting to Canadian heritage.

How Albertans Can Vote

Residents interested in participating can visit the province’s official website to view all design options and cast their vote. The deadline for submissions is November 5, 2025.

The new license plate designs feature Alberta’s natural beauty, including landscapes, mountains, and prairie scenes. Some designs also highlight Alberta’s cultural symbols, such as pumpjacks and cowboys, which reflect the province’s history and economy.

Smith added, "The images are more than decoration, and they are a celebration of Alberta's natural beauty and our shared identity. They are things we think about when we close our eyes and think of Alberta and what it means to be Albertan."

Addressing Political Concerns

At the announcement, both Premier Smith and Service Alberta Minister Dale Nally addressed questions about whether the motto’s inclusion had political motives, since it is also used by a political party.

Nally emphasized, "It's our provincial motto. Let's not be shy about it. It's also in the national anthem, and let's remember that when the King of England visited Ottawa, he mentioned the words 'strong and free.' There is no political ideology that owns the corner on 'strong and free.'"

Premier Smith described the motto as neutral language and noted it was unusual that it had not appeared on license plates before.

Costs and Implementation

Minister Nally confirmed that no additional funds were provided for the new license plate project. The cost of updating the plates will be managed within the existing ministry budget. The estimated implementation costs for the new plates range between $25,000 and $50,000.

The current license plate design, which says “Wild Rose Country”, has been in use for decades and features Alberta’s provincial flower, the wild rose. All eight new designs will continue to include the wild rose, preserving a traditional symbol of the province.

Options for Obtaining the New Plates

Albertans who want the new plates when they are released can voluntarily pay a $28 fee to replace their current plate. Alternatively, residents can receive a new plate at no extra cost when renewing their vehicle registration.

Motorists may also continue using their current plates as long as they remain in good condition, ensuring no Albertan is forced to switch immediately.

Celebrating Alberta’s Identity

The new license plates are part of a broader effort to celebrate Alberta’s unique culture, landscapes, and history. From the Rockies to the prairie fields, and from urban cities to rural towns, the designs are intended to capture what it means to be Albertan.

Smith emphasized, "These plates are a small but meaningful way to express pride in our province and the values we hold dear."

By allowing residents to vote, the government hopes the process will foster a sense of community involvement and excitement around a symbol that millions of Albertans see every day.

Albertans now have the chance to participate in choosing a license plate design that represents their province. Voting is open until November 5, 2025, giving residents time to review the designs and select one that resonates with them. With the slogan “Strong and Free” at the center, the new plates are a reminder of Alberta’s history, values, and beauty.