The Alberta government may face legal challenges as a New Brunswick company asserts its trademark rights over a portion of the national anthem, “O Canada.” Recently, Alberta Premier Danielle Smith introduced six potential designs for new license plates, all featuring the province’s official slogan, “Strong and Free.” However, a New Brunswick business, Strong & Free Emblem, Inc., already holds the trademark for “Strong & Free.”
Denise Dow, the founder of Strong & Free Emblem, Inc., expressed her patriotic sentiments about the origin of her business, emphasizing the significance of the phrase in the anthem and its representation of Canadian identity and support for human rights. Dow operates her business through a licensing royalty model, allowing manufacturers across Canada to use her emblem on various products after obtaining permission.
The trademark, approved in 2022, covers over 200 items on which Dow’s design can be used, including clothing, hats, towels, and license plates. The protected logo features 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 Alberta’s plate announcement, Dow received inquiries from customers and sought legal advice regarding her trademark. She expressed a willingness to collaborate with Alberta by negotiating an agreement for the province to use the trademark, suggesting a nominal royalty fee that could benefit a charity in Alberta.
Despite attempts 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.”