White Stag sign

The White Stag sign is an illuminated installation on the roof of a building near the western end of the Burnside Bridge in Portland, Oregon. The sign shows a white deer in mid-leap next to the city name in large neon letters that glow across the waterfront streets after dark.

The sign was erected in 1940 as an advertisement for a sugar company and changed its text and ownership several times over the decades. In 2010, the city took ownership and installed the current lettering with the name of Portland.

The leaping deer carries a red nose during December, turning it into a familiar marker of the winter season. This playful addition has accompanied residents through holiday weeks since the late 1950s and reflects a shared sense of celebration.

The sign is visible from several points along the Willamette River, especially from the east bank and the bridges. The best view occurs after dark when the neon tubes are switched on and the letters glow above the water.

In 2017, the old neon tubes were replaced with modern LED technology while the shape and color of the sign remained unchanged. This technical upgrade ensures the sign uses less energy and is easier to maintain without losing its familiar appearance.