Decision delayed on Made in Oregon sign

PORTLAND, Ore. - After hearing testimony from those for and against changing downtown Portland's iconic 'Made in Oregon' sign to read 'University of Oregon,' the Historic Landmark Commission decided to postpone its decision until April.

To stay lit, the sign needs a sponsor.  The past sponsor is still on the sign, but its lease ended in January and since then the University of Oregon has spent about $20 million renovating the White Stag property.  But it can't change the words on the sign to the University of Oregon without the approval of the commission since it is also considered an historic landmark. 

Testimony before the commission was pretty evenly divided on Monday even though nearly all of the letters and e-mails send to the organization were against the change.

One of the real sticking points had to do with the font on the sign.  The University of Oregon plans to go back to the drawing board and re-submit their proposal.

Should the commission decide in April to allow the University of Oregon to change the sign, officials at the college said they would keep the outline of Oregon the same and the white stag would be left there as well.  Also, they said they would continue the tradition of lighting up Rudolph's nose during the Christmas season.

Wendy Larson, the university’s vice provost of Portland programs, said Monday she wanted the public to know the University of Oregon is not trying to put its stamp on the city as if it owns it. Instead, it is just good advertising, she said.

Still, opponents say the sign is an icon and the words 'Made in Oregon' hold meaning to people in Portland and throughout Oregon.

The Sign's History

When built in 1940, the sign read "White Satin" for a sugar company. In 1957, it was changed to "White Stag" for a clothing company. In 1995, it was changed to "Made in Oregon" for a retail chain.