White Stag / 'Portland Oregon' Neon Sign

The historic White Stag sign on the White Stag Building (now displaying 'Portland Oregon') is an iconic illuminated landmark visible from the Burnside Bridge and the Willamette River waterfront. The sign's changing messages over decades ('White Stag', 'Made in Oregon', 'Portland Oregon') and its prominent skyline position have made it a frequent backdrop in photos and memes about Portland identity. It is a commonly used image in online posts that riff on Portland culture and city pride.