The Alberta government may face a legal challenge regarding the use of the phrase “Strong and Free” on their new license plates as a New Brunswick business asserts its trademark rights. Recently, Alberta Premier Danielle Smith introduced six potential designs for the upcoming license plates, all featuring the province’s official slogan. However, a local business in New Brunswick, Strong & Free Emblem, Inc., already holds the trademark for “Strong & Free.”
Denise Dow, the founder of Strong & Free Emblem, Inc., shared the inspiration behind her business, emphasizing the significance of the phrase in Canada’s identity and support for human rights. Dow operates on a licensing royalty model, allowing manufacturers across Canada to use her emblem on various products after purchasing the rights.
The trademark, approved in 2022, covers more than 200 items, including clothing, hats, towels, and metal license plates. The distinctive logo consists of three red maple leaves above the words “Strong & Free.” Dow highlighted that in provinces like New Brunswick, where only rear license plates are mandatory, many people opt for decorative front plates.
Following the plate announcement by Alberta, Dow received inquiries from customers and sought advice from her trademark lawyer. She expressed a desire to reach a mutually beneficial agreement with Alberta, allowing them to use the trademark with a nominal royalty fee, part of which she intends to donate to a charity in Alberta.
While CBC News attempted to contact Premier Smith’s office and Service Alberta for comments, no responses were received. During the plate launch event, Smith mentioned that the slogan “Strong and Free” translates Alberta’s Latin motto, “Fortis et Liber.”