White Stag sign ('PORTLAND OREGON' neon landmark)

The White Stag sign sits atop the White Stag/Weinhard building at 70 NW Couch St and is a longtime downtown neon landmark featuring a leaping stag and the words 'PORTLAND OREGON.' The illuminated sign dates to the 1940s and was re-lettered to read 'PORTLAND OREGON' in 1997, becoming an instantly recognizable symbol seen from the Burnside Bridge area. It is often photographed and cited in representations of the city's skyline and riverfront.