Portland Sign (White Stag)

Overview

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.

Highlights

• Neon Icon: The red and white neon sign with a leaping stag is Portland's unofficial welcome sign.
• Old Town Location: The sign overlooks the Burnside Bridge and Waterfront Park.
• Holiday Nose: During the holiday season, the stag gets a glowing red nose — "Rudolph" style.

History

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.

Visitor Tips

• Best viewed at night from the east side of the Burnside Bridge or Waterfront Park.
• Visit during the holidays to see the stag's red Rudolph nose.
• Duration: 5–10 minutes.