Alberta Faces Trademark Dispute Over License Plate Slogan
The Alberta government may encounter legal challenges as a New Brunswick business seeks to protect its trademark related to a portion of the national anthem, “O Canada.”
Recently, Alberta Premier Danielle Smith revealed six potential designs for new license plates, each featuring the province’s official slogan, “Strong and Free.” However, a New Brunswick-based company, Strong & Free Emblem, Inc., already holds the trademark for this slogan.
Denise Dow, the founder of Strong & Free Emblem, Inc., explained the origins of her business, emphasizing the significance of the phrase “Strong and Free” in Canada’s identity and support for human rights. She operates on a licensing royalty model, allowing manufacturers nationwide to use her emblem on approved products.
The trademark, approved in 2022, covers over 200 items, including clothing, hats, towels, and license plates. It features 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 an agreement with Alberta to use the trademark for a “nominal royalty,” part of which she plans to donate to charity in Alberta.
Despite attempts to contact Alberta officials for comment, no responses were received. During the plate launch, Premier Smith mentioned that the slogan “Strong and Free” is a translation of Alberta’s Latin motto, “Fortis et Liber.”