The Alberta government has officially unveiled the new design for the province’s “Welcome to Alberta” border signs, replacing the familiar “Wild Rose Country” signage that has greeted travellers for more than four decades.
The redesigned signs will feature the phrase “Strong and Free,” a slogan the province says is inspired by the national anthem and aligns with the branding recently introduced on Alberta licence plates.
Back in April, the province had announced plans for the signs to be shaped like Alberta itself. However, the final design released Wednesday does not include that feature, and the government has not yet explained why the concept changed.
“Our new ‘Welcome to Alberta’ border signs are proudly branded with our ‘Strong and Free’ motto,” Transportation Minister Devin Dreeshen said in a statement. “Whether people are travelling from our Rocky Mountains, beautiful forests or our fertile agricultural lands, these signs will greet visitors and welcome Albertans home.”
According to the province, Alberta’s current border signs have reached the end of their usable lifespan after more than 40 years of exposure to harsh weather conditions.
The cost to replace all 22 border signs is estimated at approximately $3.5 million. Meanwhile, reaction from Albertans online has been mixed, with some embracing the updated look and message, while others say they’ll miss the nostalgic “Wild Rose Country” branding.
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