Strong And Free

• Alberta ditching ‘Wild Rose Country’ on welcome signs in favour of ‘Strong and Free’

  The government of Alberta says new "Welcome to Alberta" signs will be ditching the long-standing "Wild Rose Country" slogan in favour of "Strong and Free."

  Politics

  May 20
  
• Iconic Banff lake to be backdrop of new Alberta ‘Strong and Free’ licence plate

  Albertans picked Moraine Lake, in Banff National Park, as the backdrop for the province's first new licence plate in more than 40 years.

  Politics

  Nov 18, 2025
  
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• Alberta’s plan to add ‘Strong and Free’ on licence plates hits trademark speed bump

  The change of slogan on Alberta's licence plates from 'Wild Rose Country' to 'Strong and Free' could possibly violate the trademark a New Brunswick business has held since 2022.

  Canada

  Oct 29, 2025
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• ‘Strong and free’: Alberta government changing licence plate design, slogan

  A decade after Alberta scrapped a plan to update its red and white licence plates, the UCP is looking to change the design and slogan from 'Wild Rose Country' to 'Strong and Free.'

  Politics

  Oct 15, 2025