Why I’m against the new U of O sign
December 4, 2008 by adfed
Do you support changing this to say University of Oregon?
First of all, I am not against the University of Oregon. It is a fine school and it is likely that my son will be going there next fall. But changing the old White Stag sign to say University of Oregon is crass, over-the-top advertising that kicks the rest of the University system right in the zipper. PSU is a few blocks away for criminey sakes! Why are we advertising a school that already has more than enough Nike money, exposure and clout with one of our most visible and well-liked signs? It’s pretty obvious that the grandfathered sign was part of the appeal to refurbishing the old White Stag building. I was all for the sign on the Burnside Bridge when it said “Made in Oregon” (even though it advertised the Made in Oregon stores) because it seemed like a boost to all products made in Oregon. Now the red nosed reindeer leaping over the outline of the state—one of the biggest signs in the city—will be advertising a school in a way that obscures the other fine schools in our state. And that ain’t right.
Besides that, graphically the proposed design just doesn’t work. But that’s another story.
Jerry Ketel
I think the history of the changes the sign has undergone sets a precedent. I think it’s time for a change.
12:33 pm, December 4, 2008 Comment by Lynn T
There is a precedent for change — the sign has already gone though three iterations: “White Satin,” “White Stag” and “Made in Oregon”. For that reason, I am not opposed to changing the sign from time to time. Nevertheless, this sign is a part of Portland and Oregon’s heritage. As such, it is, in a profound way, “owned”, in a sense, by the citizenry. We should have a voice in how it may be updated from time to time. Its messaging should not be left to the caprice of the highest bidder. Last time I checked, that is not what Portland stands for. In adspeak, I’d say that strategically, tactically, creatively, changing the sign to read “University of Oregon” is off-brand.
Good call, Jerry. Maybe it should read, “Hung Far Low in Oregon.”
Joel
10:56 am, December 5, 2008 Comment by Joel Gunz
I join you in thinking that is a poor idea. It is not reflective of the community as a whole. It creates more division in a community that is known for inclusion and friendhship, even between rivals.
The sign is a landmark sign and enjoys MORE visibility than any other sign in town. I realize that it is a major opportunity for the U Of O to brand themselves, but aren’t 6 pom poms per auto and head to toe track suits on every 4th resident enough?
Let’s keep some class and culture in Portland OR and focus on the brand of our community and not just one obnoxious institution.
2:29 pm, December 5, 2008 Comment by Dylan Boyd
Last I checked U of O was in Eugene and the sign was in Portland. Made in Oregon afaik was a good change from White Stag simply because though a brand name was generic enough to be for everyone. Changing it to anything this crass is not only in poor taste but also a really dumb idea that proves that the people “improving” Portland should go back to whatever city spawned their clearly nonPDX grokking selves.
2:36 pm, December 5, 2008 Comment by Chris O'Rourke
Since it sounds like it’s their option to change it…guess they can do whatever they wish. However, it seems to me that it would make more sense and less criticism if everything stayed the same except Old Town…change that to a simple U of O. I mean, the U of O IS technically made in Oregon…so it makes sense ..brands it…but doesn’t shout it. Of course my first choice would be to leave it alone.
11:45 am, December 18, 2008 Comment by Mary Wallberg
“White Stag” (the original sign, can’t argue it), then “Made in Oregon” (seems to fit a lot of us, and if not you then your kids), then “University of Oregon”? Ok, I’m a Duck, but even I don’t feel good about this. The best advice I’ve ever received was when I moved from Portland to New York at age 12. My Mom told me “No one wants to hear about how it was better where you were compared to where you are now.”
Sage.
Hey, this is PSU turf. Enter carefully and respectfully. There may well a place for U of O in Portland, but they/we won’t make friends by coming in and planting a flag. Ketel said best, first.
10:01 pm, February 3, 2009 Comment by Andy Fraser
Jerry: It doesn’t matter how close PSU is, because the sign is on UO’s building. Do you complain that Home Depot puts signs on the front of their stores when there’s a Lowe’s across the parking lot? Seriously, learn to think. Besides, PSU has their name and motto on a bridge over Broadway - would you have them add “University of Oregon” to that, just to be fair?
Joel: what do you want to do, have a ballot measure deciding what the sign should say? Honestly. You can try that if you want, but if you do I’m gonna propose a ballot that says Joel keeps his mouth shut until he has something intelligent to say. Fair is fair.
Dylan: Who owns the sign? If you don’t like it, you shoulda bought it.
Chris: Last time you checked was a while ago. UO is in Portland, too.
Finally, all of you: What the hell is the matter with you that you’d rather have a major Portland landmark bear the name of a private, for-profit company than a public institution of higher learning? Yeah. How PDX are you now?
2:34 pm, February 5, 2009 Comment by jarrod