If you live in Portland, you have probably seen the 'White Stag' neon sign at least once.

This sign, which has become an icon of Portland, is a representative landmark of the city and a source of pride for Oregonians. It is the white deer-shaped neon sign hanging on the roof of an old building near the Burnside Bridge over the Willamette River. During the day, it stands quietly, but at night, it sparkles with a bright white light, illuminating the phrase "Welcome to Portland, Oregon."

The origins of this sign date back to the 1940s. It was originally created as an advertisement for a sugar brand called 'White Satin Sugar.' The phrase at that time was "White Satin Sugar," and instead of a deer, the neon lights spelled out 'sugar.' In 1957, when the building was owned by the White Stag clothing company, the deer shape was added. Since White Stag was a brand known for hunting and sportswear, the deer reflected the company's logo. From then on, people began to simply call this sign the 'White Stag sign.'

By the 1970s, Portland citizens began to see this sign not just as an advertisement but as a symbol of the city. Especially in winter, a red light is turned on at the deer's nose, sparkling like Rudolph and signaling the start of the Christmas season. This red nose is still lit every December through a lighting ceremony, serving as a warm signal to Portlanders that "Ah, another year is coming to an end."

After the 1980s, as the White Stag brand left the building, the fate of the sign became uncertain. There were discussions about removing the sign, but Portland citizens strongly opposed it. With public opinion rallying around the sentiment that "This is the face of our city!", the city government eventually intervened.

In 1997, the phrase was changed to 'Made in Oregon' and used as an advertisement for a souvenir brand representing the state, while the deer remained in its place. However, citizens still felt a sense of loss, saying, "The name Portland has disappeared," and finally, in 2010, it was changed to the current phrase "Portland Oregon." That year, the sign was officially designated as a 'Portland Historic Landmark.'

Today, the White Stag sign is not only a visual icon representing Portland but also a symbol that holds the collective memory of Oregonians. Tourists gather near the bridge every night to see this sign, and countless hashtags like #WhiteStagSign and #PortlandOregon fill Instagram.

No matter how many flashy buildings or trendy cafes emerge in Portland, this deer neon sign remains the most 'Portland-like' scenery.