 In 1957, the company modified a large animated sign on the roof of its downtown Portland building to include a stag leaping over an outline of the state of Oregon.For the 1959 Christmas season, a red neon "nose" was added to the stag's snout in imitation of Rudolph the Red-Nosed Reindeer, a tradition that has been repeated annually ever since.The White Stag sign quickly became an identifying landmark for the city, and it was designated a Portland landmark by the city's Historic Landmarks Commission in 1977.