Alberta has officially unveiled a new design for its Welcome to Alberta border signs, which greet drivers and tourists as they enter the province. The new signs will feature an updated provincial style and include the slogan Strong and Free.
The provincial government explains that the current border signs have been in service for over 40 years and, after decades of exposure to Alberta’s harsh weather conditions, have reached the end of their useful life. Therefore, the province is transitioning to a new, more durable design that is expected to withstand the local climate for decades to come.
For many Albertans, these signs have been a recognizable symbol of the province. The old signs bearing the inscription “Welcome to Alberta, Wild Rose Country” have been in use for decades and have become part of the region’s visual identity. According to CityNews, it is this inscription that will now be replaced with a new version featuring the slogan Strong and Free.
In total, 22 border signs are scheduled for replacement. They will be located on major highway corridors at the entrances to Alberta from British Columbia, Saskatchewan, Montana in the U.S., and the Northwest Territories.
The cost of replacing all 22 signs will be approximately $3.5 million. The government has already issued a request for proposals for a company to manufacture the new signs. Installation of the new signs is expected in the fall of 2026.
Alberta’s Minister of Transportation and Economic Corridors, Devin Drishen, stated that the new signs should welcome both visitors to the province and Albertans returning home. According to the government, the design should reflect Alberta’s image as a strong, free, and open province.
Despite the change in the main slogan, the wild rose symbol is not disappearing entirely. According to CityNews, the flower, which has been Alberta’s official symbol since 1930, is also featured in the new design.
In this way, Alberta is updating one of the most recognizable symbols on its roads. For some, this will be a modern update to old infrastructure; for others, it will be a farewell to the phrase Wild Rose Country, which has been associated with the province for over four decades.