Didn't White Stag put that Welcome to Portland Oregon Buck and sign up... Seems to me as a  kid seeing White Stag they make or made clothes and coats.  So yes it was called the "White" Stag, Cant have that! White Stag sign The White Stag sign, also known as the "Portland Oregon" sign, is a lighted neon-and-incandescent-bulb sign located atop the White Stag Building, at 70 NW Couch Street in downtown Portland, Oregon, United States, facing the Burnside Bridge. The sign faces westbound traffic as it enters downtown Portland coming across the Willamette River. The sign was acquired by the City of Portland in September 2010, and the lettering was changed to read "Portland Oregon" in November 2010. During Christmas, the nose of the stag glows red in imitation of Rudolph the Red-Nosed Reindeer, and by the 1970s that feature had contributed to the sign's popularity as a local landmark. The sign was designated a City of Portland Historic Landmark in 1977. In 2014, Willamette Week referred to the "famous White Stag sign" as "one of the most instantly recognizable parts of the Portland skyline".Wikipedia Former names: White Satin Sugar sign (1940–1957), Made in Oregon sign (1997–2010) Alternative names: "Portland Oregon" sign (since 2010) Type: neon-and-incandescent-bulb sign Location: Portland, Oregon Address: 70 NW Couch Street (White Stag Building) Construction started: 1940 Renovated: 1957, 1997, 2010 Owner: Ramsay Signs (1940–2010), City of Portland (September 2010 to present) Renovating firm: White Stag Sportswear (1957), Naito Properties (1997), Venerable Properties (2010)