Albertans choose Banff’s Moraine Lake for upcoming Strong and Free licence plate

Alberta’s next generation of licence plates will feature one of the province’s most recognizable mountain landscapes after residents selected Moraine Lake as the new image. The provincial government said more than 240,000 people participated in an online vote, making this the first major redesign of the plate in more than four decades.

The change follows the government’s earlier decision to retire the long standing Wild Rose Country slogan and replace it with Strong and Free, a phrase drawn from Alberta’s official motto and referenced in Canada’s national anthem. Officials say the updated wording is intended to reflect Alberta’s identity as a confident and self governing province within Canada’s federation.

Premier Danielle Smith said the strong support for Moraine Lake demonstrates how deeply Albertans connect with the iconic Banff National Park location, which is also a major tourism draw for residents of Alberta and neighbouring British Columbia. Local tourism operators have noted that any increased visibility for the region may help highlight ongoing conversations about visitor access and conservation in the Rockies.

The province expects the redesigned plates to enter production and become available to drivers by the middle of next year.