From the Portland Biz Journal

The University of Oregon wants to change one of Portland’s most iconic symbols.

The beloved “Made in Oregon” sign that sits atop the White Stag building at 70 N.W. Couch St. in Old Town/China Town would be altered to say “University of Oregon” under a plan to be proposed by the university. The university’s Portland campus is the principal occupant of the building.

The sign — a designated city landmark famous for its outline of Oregon and a leaping red-nosed Rudolph — would otherwise be unchanged, said Jan Oliver, the university’s associate vice president for institutional affairs.

“It will of course keep Rudolph, it will keep all of the lights,” Oliver said. “We want to keep everything that’s considered historic as part of the sign. We’re limiting what we change to what it says.”