White Stag Sign
The Portland, Oregon Sign is one of the most famous landmarks in the city. This large neon sign is located on the west side of the Burnside Bridge and can be seen from downtown and the eastside of Portland. The sign shows the outline of the state of Oregon, with the words “Portland Oregon” written in bright white letters. On top of the sign, there’s a picture of a leaping white stag (a male deer) with a red nose that lights up during the holidays!
The sign was first built in 1940. At first, it said “White Satin Sugar” because it was an advertisement for a sugar company. Later, it was changed to say “White Stag Sportswear,” another local company and the leaping stag was added. In 1997, the words were changed again to say “Made in Oregon” the name of the company occupying the building where it is located. Finally, in 2010, the City of Portland took ownership of the sign and changed it to the words we see today: “Portland Oregon.”
The sign lights up every night, and many people see it when crossing the Burnside Bridge. During the winter holidays, the stag’s nose glows red, just like Rudolph’s! It’s an official city landmark, which means it’s protected and can’t be removed or changed without special permission.
The Portland Oregon Sign is more than a piece of neon art – it’s a symbol of the city’s history and pride. It represents Portland’s unique spirit and creativity.
_____________________________________________________________________________
Discussion Questions:
Why does the white stag sometimes have a red nose?
How does seeing the sign make you feel? Are you proud of your city?
Who owns the sign today?
Vocabulary: landmark, neon, iconic, advertisement, symbol, stag, restoration & design
___________________________________________________________________________
State Education Standards:
Social Studies 3.11. Describe how individuals, groups, events, and developments have shaped the communities and regions. Historical Knowledge
Social Studies 3.12. Compare and contrast the history of the local community to other communities in the region. Historical Knowledge
Social Studies 3.17. Use a variety of historical sources (artifacts, pictures, documents) to identify factual evidence. Historical Thinking
VA:Re8.1.3a. Interpret art by referring to contextual information and analyzing subject matter, form, and materials. Visual Arts Responding