Alberta reveals winning design for new Strong and Free licence plate

The province unveiled the winning design for Alberta's new licence plate on Tuesday and it features Moraine Lake.

The iconic view of Moraine Lake in Banff National Park will be featured on Alberta licence plates starting next year.

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The new design also features a “Strong and Free” motto that “reflects Alberta’s bold identity, economic strength and deep-rooted provincial pride,” according to the province.

The licence plate depicts the panoramic view of the lake and the mountains.

“Having the iconic Moraine Lake on our licence plates is something we can all be proud to show off,” said Dale Nally, Service Alberta and Red Tape Reduction minister.

“Thank you to every Albertan who cast their vote in our tournament. Because of you, the beauty and strong and free spirit of our province will be on display for motorists across the country.”

The new design will also incorporate reflective technology to improve the readability for law enforcement and automated systems in low-light conditions, the province said in a news release.

Albertans could choose from eight different designs, including elements like prairie landscapes, the cattle industry, the provincial flag and the iconic Rocky mountains.

More than 240,000 votes were cast in three rounds of voting. People could start voting on Oct. 15 and the designs were narrowed down to the top two at the end of October.

The runner-up design had various elements tied to Alberta’s identity: the mountains, oil rigs, mountains and two people riding on a horse.

The province’s current licence plate was designed in 1984 when the “Wild Rose Country” and red and white colour palette was first introduced.

Nally has said the new slogan is taken from the province’s motto, the Latin Fortis et Liber, which directly translates to “strong and free.”

“Albertans know who we are and what we stand for: we are strong, free, resilient and united by the natural beauty that defines our home,” Premier Danielle Smith said in a news release Tuesday.

“Moraine Lake is recognized around the world, and the fact that Albertans chose it makes this new plate deeply meaningful.”

If people want to change their licence plate once the design is released, they will have to pay $28. Albertans can also get a new licence plate at no charge when they obtain a new plate during their vehicle registration renewal.

The licence plate will be available mid-2026.

RELATED STORIES:

• Field in Alberta licence plate design contest down to 4
• Alberta licence plate slogan to change to ‘Strong and Free’
• No trademark concerns over who owns ‘Strong and Free’: province

With files from CTV News Edmonton’s Hannah Kavanagh and Craig Ellingson