An international brand resource for neighbourhoods, towns, cities, regions and economic clusters.

Licence Platology

Posted by Claire Matthews
Licence plates are the ultimate example of a small space in which to sell your brand. So, can you match up these taglines (or slogans) to the 13 Canadian licence plates they’re on?


  1. Provincial flag
  2.  “Explore Canada’s Arctic”
  3.  “Be ... in this place”
  4.  “Confederation Bridge”
  5.  “Friendly ___________ “
  6.  “Wild Rose Country”
  7.  “Je me souviens”
  8.  “Beautiful ____________”
  9.  “Canada’s Ocean Playground”
  10.  “Land of Living Skies”
  11.  “The Klondike”
  12.  “Yours to Discover”
  13.  “The Best Place on Earth”


  1. Newfoundland and Labrador. Yup, they just have the provincial flag. With all the colourful sayings from the region, you’d think they could come up with something.
  2. This is a bit of a trick question, since both the Northwest Territories and Nunavut use this one. These are the coolest license plates in the country because they are shaped like a polar bear. Apparently because of this people are always trying to get one, so they have strict resident requirements in order to qualify.
  3. New Brunswick. This is a new slogan dating from 2009. The plate also carries a French slogan, “Être ... ici on le peut,” making it the only bilingual plate.
  4. Prince Edward Island. This plate was first issued in 1997, when the bridge opened. Before that the island touted itself as the “Birthplace of Confederation.”
  5. Manitoba. It’s not particularly original, but there’s something about it that just seems right.
  6. Alberta. The wild rose is the provincial flower.
  7. Well, this is a gimme. It’s Quebec of course. The translation is “I remember” – but there’s a great deal of discussion about what exactly it is that Quebeckers are remembering.
  8. British Columbia. It is beautiful here, but part of me wishes we could have the “Super. Natural” tagline on there.
  9. Nova Scotia. The plate also carries a picture of the Bluenose II.
  10. Saskatchewan. Like Manitoba’s, this one seems exactly right.
  11. Yukon. It has a little picture of a man panning for gold, making it the only plate with a person on it (although in the past PEI has had Anne of Green Gables on its plate).
  12. Ontario. “Yours to Discover” has been the tagline for Ontario Tourism since the early ‘80s. And, I just found out, you can get a French version of the plate, which says “Tant à découvrir” – which doesn’t quite mean the same thing.
  13. Another trick question – this was the BC Olympic plate. It actually ended up offending some people, especially the Chinese, who believe that saying you’re better than other people is the ultimate in rudeness.

And the US plates? Too many – too hard!

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