The Alberta government may face a legal challenge as a New Brunswick company seeks to protect its trademark related to the phrase “Strong & Free.” Alberta Premier Danielle Smith recently introduced six potential designs for new license plates, all featuring the slogan “Strong and Free.” However, this phrase is already trademarked by a business in New Brunswick, owned by Denise Dow.
Denise Dow, the founder of Strong & Free Emblem, Inc., explained that the slogan holds deep meaning for her and symbolizes Canadian identity and support for human rights. She operates on a licensing royalty model, allowing manufacturers to use her trademark on various products after obtaining permission.
The trademark, approved in 2022, covers over 200 items, including clothing, hats, towels, and license plates, featuring a design with three red maple leaves and the words “Strong & Free.” Dow mentioned that many people in provinces like New Brunswick use decorative license plates on the front of their cars.
Following Alberta’s plate announcement, Dow received inquiries from customers and consulted her trademark lawyer. She expressed willingness to negotiate an agreement with Alberta to use the trademark for a nominal royalty, part of which she plans to donate to charity in Alberta.
While Alberta did not respond to media queries, Premier Smith highlighted that the slogan reflects the province’s Latin motto and its position within Canada. Norman Siebrasse, a patent law expert, mentioned that trademark disputes often hinge on distinctiveness and brand recognition, suggesting that the commonality of the slogan may impact the case’s outcome.
Dow emphasized the importance of protecting her trademark, built over years of dedicated effort, to secure a legacy for her family. She expressed a preference for amicable resolutions rather than costly legal battles in defending her business’s intellectual property rights.
