
N.B. business in trademark tangle with Alberta government over licence plates
CBC
Part of O Canada could become a legal headache for the Alberta government as a New Brunswick business looks to defend its trademark.
Earlier this month, Alberta Premier Danielle Smith unveiled six potential licence plate designs for residents to vote on as the province switches to a new plate.
While the choices featured different designs, from cowboys to oil rigs, all had the province's official slogan “Strong and Free.”
The problem is, a local business in New Brunswick already holds the trademark for “Strong & Free."
The trademark, which was approved by the government in 2022, specifically names more than 200 items Dow's design might be made on, but can't without her permission. It lists everything from clothing, hats, lanterns, towels, hockey pucks, belts buckles and metal licence plates.
The logo protected by the trademark features three red maple leaves over a banner that says "Strong & Free."
Denise Dow, the Saint John founder of Strong & Free Emblem, Inc., spoke patriotically about how she founded her business.
“I tell people that ‘Strong and Free’ picked me because it was just something that came to mind as the one phrase in our anthem that speaks strongly to our identity and our support for human rights and freedoms for all humanity.”
Dow said she runs it as a licensing royalty model, working with manufacturers across Canada who can purchase use of her “Strong & Free” emblem for products they are then allowed to make and sell themselves.
In provinces like New Brunswick that only require rear licence plates on cars, many people will use a decorative, novelty one on the front, she said.
Not long after Alberta announced its new plates, Dow said, she started getting messages from customers, so she said she consulted her trademark lawyer.
“We obviously don't want to stop anybody from, you know, promoting Canadian pride because that's what I enjoy doing," Dow said. "And we want people to celebrate Canada."
The ideal scenario, she said, would be to “negotiate an agreement” with Alberta for the province to use the trademark with a "nominal royalty,” some of which Dow said she would donate to a charity in Alberta.













