The White Stag / "Portland Oregon" neon sign

The iconic neon sign mounted on the White Stag Building reads 'Portland Oregon' and sits above NW Couch Street; the building's address is 70 NW Couch St. The sign originally advertised the White Stag sportswear company and was later repurposed as a city landmark; its prominence and changing messages have made it a frequent reference in local humor about Portland identity. The sign is officially recognized as a historic city feature visible from downtown and the Willamette River area.