Ramsay Signs, Inc. wants to re-brand the ubiquitous and beloved Made in Oregon sign at the west end of the Burnside Bridge to read “University of Oregon,” in honor of the new tenants on the White Stag block.
Ramsay, which still owns the sign, has submitted a pre-application conference notice to the city’s Bureau of Development Services that would change the sign text and only the text.
The rest of the sign — including the color scheme, the deer and the “Old Town” logo — would remain the same size and typeface.
If approved, this would be the fourth change to the sign. Built in 1940 for the White Satin Sugar Company, it was changed in 1957 to read “White Stag” by White Stag Sportswear. The Naito family, owners of the Made in Oregon chain, again rebranded the sign in 1995.
You can download the entire application at Neighborhood Notes, where we found it (Tip o’ the hat!) after musing about a possible change a few years back.
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University of Nike has a pathological branding problem and should be stopped. To understand their problem completely read the fascinating book titled "Who’s Afraid of Niketown?" For information on the complicated and largely unknown ways Nike controls UO email: mossstreetconspiracy@yahoo.com
This is a historic sign, but there’s nothing historic about "Made in Oregon," which was simply the former tenant of the building. Before that, it read "White Stag." The University of Oregon relocating to Old Town was one of the most significant developments in that neighborhoods development in decades. I’d say let them do what they want. They deserve it. Plus, UO is a public university, and Made in Oregon a private company. Nuff said.
University of Oregon sign, meet Commissioner Randy Leonard.
Good Luck.
As a boastful citizen of Oregon, I never minded the re-branding from "White Stag" to "Made in Oregon". The blatantly commercial message brilliantly conveys a sense of pride for the people and things that are uniquely Oregon. Its prominent location is the ideal spot to promote the positive message for those just passing through Portland.
Ask anyone what town they associate with UofO… I’m glad they have refurbished the Old Town building, it looks great! However, I feel rewording the landmark sign in favor of promoting the U of O is troubling and doesn’t speak to all Oregonians in the same way. If it weren’t such an iconic sign in such a visible location 100 miles from the actual town that has housed the Ducks since 1876, I might not have such a problem with it. Also, the sign would be a direct slap in the face to the other fantastic colleges and universities in the state.
If there has to be a commercial message for the masses to read, let’s celebrate something we can ALL relate to – being Oregonians.
I was on the Willamette River aboard the Sternwheeler on Saturday night (11/29). The White Stag sign is in desperate need of light bulb replacements… when the bulbs shift from white to green, the message actually reads: "Sad in Oregon", as the entire left side of the M is not working and the E is also out. The remaining right side of the M appears as a handwritten scroll S. How sad is that for a sign we supposedly take such pride in?
Lived in Oregon for over 10 years and for the first five in Old Town. Love that sign. Changing the content to UofO is fine by me. Just don’t change the overall look. It really is an icon.
Fine sign, don’t change it. Leave it to the people to choose their higher ed support. Plastering one school’s name more prominently than another in downtown Portland will lead to un-necessary angst and confusion.
A change to this historic sign sends a message to all visitors of our city that this is the home to a single univeristy. This seems unfair to all the universities, colleges, and specialty schools that are represented here.
Having lived in Oregon my entire life. I was sad to see it change in the 90’s from White Stag, but this is way worse! All school rivalry aside, it is not right for UO to gain sole advertising of an Oregon historical landmark when you they’re not the only university in the state.
But, instead of bitching it out on the forums, Ive decided to let "the powers that be" know how I feel. Why dont you the same? To contact the sign owners go here: http://ramsaysigns.com/contact-us.php or email Old Town Association: http://www.oldtownchinatown.org/contact.html or you can email the UO President: pres@uoregon.edu and UO Public Relations: pmr@uoregon.edu, pweiler@uoregon.edu, paustin@uoregon.edu.
That’s right. All the Beaver fans can shove it because U of O IS the only university, well, the only one that matters anyway. 63-35 baby!!! Let everyone know they’re entering the Duck State.
Might as well change the stag to a freakin’ duck while we’re at it…….
OK this is really about some childish rivalry between two different colleges. Or between Portland and Eugene, which is even worse.
Anyway, this would be the third change. The first CHANGE was from "White Satin" to "White Stag," not when the sign was built.
It may be true that is not "fair" for UO to have the sole sign. However, the sign exists where they reside. UO made a crappy building into an icon for portland and cleaned up that part of Old Town… spending millions of dollors to do so. Also, Made in Oregon is a business that is no longer there. UO is a PUBLIC funded institution that will be there for decades to come.
The sign has grown to represent all of Oregon, not just the current tenant of the building. I think it should remain as is. U of O is made in Oregon too and they should be proud of their greater than just a campus heritage.
Let’s just change it back to White Stag and be done with it.
Why don’t we save everyone the trouble and put “Phil Knight in Oregon”. Seriously though University of Oregon is a small portion that makes this state what it is, made in oregon has a certain significance at least. Is there really anything wrong with the way it is now, fix a couple of light bulbs and you’ll be good to go. I also think “university of oregon” would look ridiculous next to a white stag considering it’s the “oregon ducks” I say we keep it MADE IN OREGON
[...] new blog, I’ve been playing catch-up on Portland hot topics. The “Made in Oregon” sign sparked a controversy which culminated in a shouting match between City Commissioner Randy Leonard and former President [...]