The White Stag Sign, also known as the “Portland Oregon” Sign, is a neon sign on top of the White Stag Building that welcomes people as they enter downtown Portland, Oregon. The sign has changed names, forms and ownership over the years, but that history is just part of why it has become one of the most instantly recognizable parts of the Portland skyline.
Like other symbols that started as advertisements and ended up becoming icons, the “Portland Oregon” Sign has been embraced by both residents and visitors which has created a significant economic and cultural impact for the entire region.
From White Stag Sportswear to Made in Oregon and Beyond
The first sign that was placed at the top of the building was for “White Satin Sugar” in 1940. This is where the design of an outline of Oregon with lettering inside first appeared. The lettering was changed in 1957 to advertise White Stag, an apparel company that owned the building since 1924. A white stag silhouette was added to the top of the sign, along with lettering for “Sportswear” across the bottom. By 1977, the sign had been designated as a City of Portland historic landmark.
When White Stag sold the building and moved out of Oregon completely, the sign went dark for a bit. Eventually, the new owner of the building had it relit after disputes about maintenance and repair fees to the sign were settled. Their agreement also included changes to the lettering in the sign. In 1997, “White Stag” was changed to “Made in Oregon”, to advertise for the owner’s gift retailing company. The bottom of the sign also changed from “Sportswear” to “Old Town”, which is the neighborhood where the sign is located. The rest of the sign remained the same.
As ownership shifted to the University of Oregon in 2009, the future of the sign was once again uncertain. The city of Portland began to look at options around how to save the sign, which included one to change the lettering to read “Portland, Oregon.” In September 2010, the Portland City Council approved an agreement in which the city took ownership of the sign.
The effort to ensure the sign remained visible in the Portland skyline underscores how it has become an important icon for the city and to visitors.
The Cultural Impact of an Icon
There are numerous attractions and things to see in Portland, but walking through Old Town to get a picture under the White Stag Sign is near the top of most people’s lists. The Burnside Bridge provides visitors with an incredible view of the sign, which stands out even more at night. Located within walking distance of other attractions like Voodoo Donuts and the Chinatown Gateway, the White Stag Sign has become an essential spot for visitors and residents to take a picture.
That popularity has seen it placed alongside other Portland icons such as the “Welcome to Oregon” sign and on the front of maps to the city. It has also influenced and brought people into the surrounding area and neighborhood. That influence can be seen in the naming of the White Stag Block while the addition of a red neon “nose” to imitate Rudolph the Red-Nosed Reindeer brings in a whole new set of people to the area during the holidays. These developments provide residents and visitors with another reason to seek out the attraction and compel further engagement with the city.
The “Portland Oregon” Sign is located within walking distance of the Waterfront Loop, a scenic, car-free bike trail along the West shore of the Willamette River. Additionally, the Portland Saturday Market, which runs on Saturdays and Sundays from March through Christmas Eve, takes place right below the Sign. Featuring 252 booths showcasing a variety of arts & crafts sold by local Pacific Northwest artisans, the proximity of the “Portland Oregon” Sign to the event has helped to introduce a whole new audience to it.
The Portland Saturday Market has numerous items and products that feature the “Portland Oregon” Sign, but these products are just a hint at the economic opportunity it represents.
A Powerful Source of Direct and Indirect Revenue
Numerous posters, shirts, postcards and items of all types that feature the “Portland Oregon” Sign are available for purchase at the Portland Saturday Market and throughout the city. They’re just a hint at the direct and indirect revenue potential that the Sign has opened up for numerous individuals and organizations.
The city of Portland owns trademarks for the Sign in various categories, and they encourage anyone to get in touch to learn more about their application process. Anyone who wants to use the sign for commercial purposes can contact the city, which has created a powerful source of revenue for the city. However, there are numerous ways that people have been able to take advantage of the opportunities the Sign represents.
Old Town Brewing prominently uses the White Stag Sign as part of their brand, and it’s proven to establish their business in a powerful way. While the trademark they received to do so has them in a fight with the city over the rights, their argument underscores the power of the icon and how it has come to mean so much to the area. It’s another example of what can happen when a symbol becomes an icon and means something distinct to so many different sets of people.
The economic impact of the sign is being felt, and in some cases fought over, but the money that’s generated by the “Portland Oregon” Sign in the present is just a hint at the legacy it will enable for the future.
Embraced as the Icon of Portland
The “Portland Oregon” Sign has already created numerous opportunities for individuals and organizations in the area, and those opportunities will become that much more substantial as time goes on. Residents and prominent members of the city have talked about how the “Portland Oregon” Sign has been embraced as the icon of Portland, which is an especially powerful legacy for an attraction whose origins are about little more than an effort to promote sugar.
