Alberta government to use ‘Strong and Free’ motto on provincial welcome signs

Alberta released the design for the new provincial welcome sign, replacing the existing ‘Wild Rose Country’ slogan with the 'Strong and Free’ motto.

‘Wild Rose Country’ no more.

The United Conservative government is looking to replace 22 provincial welcome signs with ones bearing Alberta’s motto ‘Strong and Free.’

“Whether people are travelling from our Rocky Mountains, beautiful forests or our fertile agricultural lands, these signs will greet visitors and welcome Albertans home,” said Transportation Minister Devin Dreeshen in a statement Wednesday.

For more than 40 years, the wooden signs donned Alberta’s nickname and slogan “Wild Rose Country,” after the flower that grows wild throughout the province.

The slogan is also seen on older versions of Alberta licence plates. The UCP changed the slogan to “Strong and Free” for new plates last year.

A statement from the province said the welcome signs have reached the end of their usable lifespan.

It will cost $3.5 million to replace the signs.