Welcome to Portland

"The White Stag sign, also known as the Made in Oregon sign and the "Portland Oregon" sign, is a lighted neon-and-incandescent-bulb sign located atop the White Stag Building on Couch Street. The sign was acquired by the City of Portland in September 2010, and the lettering was changed to read "Portland Oregon" in November 2010. Due in no small part to a Christmas tradition in which the nose of the stag on the sign glows red in imitation of Rudolph the Red-Nosed Reindeer, the sign is an identifying landmark of Portland and was designated a City of Portland Historic Landmark in 1977. Since its installation in 1940 the sign has carried various messages and animations, generally advertising Portland companies, the longest-lasting version being for White Stag Sportswear, from 1959 until 1997."