Alberta Chooses Moraine Lake for New ‘Strong and Free’ License Plate

UPDATE: The Alberta government has just announced that Moraine Lake, located in Banff National Park, will be the stunning backdrop for the province’s brand new “Strong and Free” license plate. This decision follows an impressive turnout of over 240,000 votes cast by Albertans, making it a historic moment as it’s the first new license plate design in more than 40 years.

Service Alberta Minister Dally Nally expressed his excitement during a press conference in Edmonton, stating, “After three rounds of voting, Albertans have chosen one of the most iconic landscapes in the world as far as I’m concerned.” Nally highlighted the overwhelming public response to the survey conducted in October 2023, which aimed to replace the old slogan “Wild Rose Country” with “Strong and Free,” a phrase featured in Latin on Alberta’s coat of arms.

Moraine Lake is renowned for its breathtaking beauty, nestled just 14 kilometers from the village of Lake Louise. This glacially fed alpine lake has gained fame not only for its picturesque views, which attract photographers and hikers alike, but also for its appearances in popular culture, including the acclaimed movie The Revenant and as a default wallpaper in the Windows operating system.

The last design change for Alberta’s license plates occurred in 1984. Residents eager to obtain the new “Strong and Free” plate will need to wait until the middle of next year for availability. Those wishing to replace their current plates can do so for a $28 fee, or obtain the new design at no cost when renewing their vehicle registration. Current plates may still be used, provided they remain in good condition.

This initiative not only reflects Albertans’ pride in their province’s natural beauty but also marks a significant cultural shift in how residents identify with their home. The new license plate design represents a modernized connection to Alberta’s heritage, resonating with both locals and visitors alike.

As the rollout date approaches, Albertans are encouraged to share their thoughts and excitement about the new design. Keep an eye on updates for more details on how to transition to the new plates as they become available.