Alberta Unveils New

Strong and Free Highway Signs

Travelers entering Alberta will soon be greeted by newly designed highway signs, as the province unveils a significant update to its border signage.

 

After more than four decades, the familiar "Wild Rose Country" signs are being replaced with a fresh design featuring the motto "Strong and Free."

 

This change aligns with recent updates to Alberta's license plates, which also showcase the new slogan.

 

Transportation Minister Devin Dreeshen emphasized the importance of these signs in welcoming visitors and residents alike.

 

He stated, "Our new 'Welcome to Alberta' border signs are proudly branded with our 'Strong and Free' motto.

 

Whether people are traveling from our Rocky Mountains, beautiful forests, or our fertile agricultural lands, these signs will greet visitors and welcome Albertans home."

 

The decision to update the signs comes as the existing ones have reached the end of their usable lifespan due to prolonged exposure to Alberta's harsh weather conditions.

 

The province plans to replace all 22 border signs at crossings with British Columbia, Saskatchewan, Montana, and the Northwest Territories.

 

The project is estimated to cost approximately $3.5 million.

 

While initial plans suggested the new signs would be shaped like the province itself, the final design does not include this feature.

 

The government has not provided an explanation for this change.

 

Public reaction has been mixed.

 

Some residents appreciate the modernized look and the alignment with the province's official motto, while others express nostalgia for the "Wild Rose Country" branding.

 

As these new signs are installed, they symbolize a refreshed identity for Alberta, aiming to resonate with both longtime residents and newcomers.

 

They serve as a reminder of the province's commitment to being "Strong and Free," welcoming all who cross its borders.