White Stag sign and seasonal lighting traditions

The White Stag sign mounted on the White Stag Building at 70 NW Couch St has been a visible Portland landmark since the mid-20th century, featuring a stag silhouette and neon lettering that have been used in seasonal lighting displays. In 2010 the sign's lettering was changed to read 'Portland Oregon,' a change that generated public debate and media coverage about the sign's history and meaning in local culture. The sign continues to be referenced in Portland lore and civic identity discussions.