The Alberta government has introduced the winning contender in its new “Strong and Free” licence plate survey.
After more than 240,000 votes were cast, Albertans picked Moraine Lake, in Banff National Park, as the backdrop for the province’s first new licence plate in more than 40 years.
“I am very excited after three rounds of voting, Albertans have chosen one of the most iconic landscapes in the world as far as I’m concerned, and they chose Moraine Lake to be … on the new licence plate,” Service Alberta Minister Dally Nally told reporters in Edmonton Tuesday.
“We were impressed by the response.”
The government announced in October it was looking to change the plate’s slogan from “Wild Rose Country” to “Strong and Free,” a phrase featured in Latin on Alberta’s coat of arms as the provincial motto. The wild rose symbol is incorporated into the design.
The government says the new motto is also a nod to Canada’s national anthem and Alberta’s position as a strong and sovereign province within a united Canada.
Moraine Lake is a snow and glacially fed alpine lake 14 kilometres outside the village of Lake Louise, Alta.
This view is highly sought after for photography and hiking, and by its appearances in popular culture, such as the movie “The Revenant,” and as a default wallpaper in the Windows operating system.
It’s the first design change since 1984. The new plates won’t be available until the middle of next year. Albertans who want to replace their current plate with the new design can pay a $28 fee.
They can also obtain a new plate at no cost when they renew their vehicle registration. Drivers can continue using their current plate as long as it’s in good condition.
This report by The Canadian Press was first published Nov. 18, 2025.
— With files from Aaron Sousa in Edmonton.
