Alberta’s choice of slogan for its new licence plates has sparked a potential legal dispute with a New Brunswick business that owns the trademark. Earlier this month, Alberta Premier Danielle Smith revealed six different designs for new licence plates, all featuring the province’s official motto, “Strong and Free.” However, a New Brunswick-based company, Strong & Free Emblem, Inc., already holds the trademark for the phrase.
Denise Dow, the founder of Strong & Free Emblem, Inc., explained how she established her business based on the significance of the phrase “Strong and Free” in Canada’s anthem. She operates on a licensing royalty model, allowing manufacturers across Canada to use her emblem on various products with her permission.
The trademark, approved in 2022, covers over 200 items where Dow’s design can be used, including clothing, hats, towels, and licence plates. The logo consists of three red maple leaves above the words “Strong & Free.”
Following Alberta’s plate announcement, Dow received inquiries from customers and sought advice from her trademark lawyer. She expressed a desire to reach a mutually beneficial agreement with Alberta regarding the trademark’s usage, suggesting a nominal royalty fee that she plans to donate to a charity in Alberta.
Despite attempts to contact Alberta officials, no response was received. Premier Smith mentioned during a news conference that the slogan is a translation of Alberta’s Latin motto, “Fortis et Liber.” The situation remains unresolved as discussions between the parties are ongoing.