Alberta dumps ‘Wild Rose Country’ for ‘Strong and Free’ in new $3.5M welcome signs
Posted May 20, 2026 11:21 am.
Last Updated May 20, 2026 11:26 am.
The Alberta government is tossing aside the “Wild Rose Country” moniker on welcome signs for new ones that will cost $3.5 million.
The province made the move following changes to Alberta licence plates, which now include the motto “Strong and Free” and the design of Banff’s Moraine Lake that Albertans voted for earlier in the year.
Alberta’s motto is “Fortis et liber,” which is Latin for “strong and free” and appears on the coat of arms. The United Conservative Party’s motto, first established in 2017, is “Strong and Free” in English.
On Tuesday, the province said 22 border signs will be replaced at the crossings in British Columbia, Saskatchewan, Montana (U.S.) and the Northwest Territories, costing $3.5 million.
The release says the signs have “reached the end of their usable lifespan” due to Alberta’s “harsh weather conditions.” They will now include updated provincial branding alongside the “Strong and Free” motto, and are expected to be installed by this fall.
The original signs have been around for over 40 years and said: “Welcome to Alberta, Wild Rose Country.” A wild rose, which has been the province’s flower since 1930, also appears on the new sign.
Transportation Minister Devin Dreeshen announced changes in April without confirming if “Strong and Free” would be included, only that it would include a welcome message.
“The easy one is ‘Welcome to Alberta,’ obviously, as they’re at our border,” Dreeshen said at the time.
“These signs are public. They’re for Albertans, and we want to make sure that everybody feels welcome coming into the province.”
He also said the company with the successful contract bid would be responsible for presenting a final design to the province.
However, in a release on Wednesday, the company isn’t mentioned, only that the province motioned for a proposal to build the 22 new signs.
Dreeshen also said at the time the government isn’t sure what will happen to the old signs, but he’s open to a charity auction if Albertans want to own a piece of history.
660 NewsRadio has asked the minister’s office for comment.
