ARTICLE · 01 DECEMBER 2025

"Strong And Free" vs. Alberta: When A Licence Plate Drives Into Trademark Trouble

Nelligan Law

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When Alberta unveiled its new licence plate design, replacing Wild Rose Country with Strong and Free, the province likely expected applause, not a potential trademark dispute.

CanadaIntellectual Property

When Alberta unveiled its new licence plate design, replacing Wild Rose Country with Strong and Free, the province likely expected applause, not a potential trademark dispute.

The phrase comes directly from O Canada and echoes Alberta's own Latin motto Fortis et Liber, meaning "Strong and Free." It feels perfectly patriotic and harmless. But as it turns out, someone already owns it.

A company based in Saint John, New Brunswick, called Strong and Free Emblem Inc., holds six Canadian trademarks for variations of "Strong and Free." These marks, registered between 2010 and 2022, cover an enormous range of goods including apparel, mugs, magnets, pet products, hockey pucks, and yes licence plates and licence plate holders.

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