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The Portland White Stag sign (now reading "Portland Oregon") is a landmark neon sign atop the White Stag Building overlooking the Burnside Bridge. The glowing "Portland Oregon" letters and stag outline are the city's most recognizable nighttime icon.
Originally erected in 1940 advertising White Stag Sportswear, the sign has changed sponsorships over the decades. The city acquired it in 2010 and permanently changed the text to "Portland Oregon." The red-nose tradition began in 1959.