Portland Sign Missing Loop on Oregon Letter G Since 1957

Nike added a dunking Ja Morant to the Portland, Oregon sign this week. The new advertisement brought fresh eyes to the city's landmark. Observers noticed that the lower loop of the letter g in Oregon is missing. The gap has been visible for decades.

The sign originally opened in 1940 under a different name. The Amalgamated Sugar Co. erected the 40 foot structure. It featured 1,100 feet of neon tubing and 550 incandescent bulbs. The design included an animated pouring sugar sack. The Oregonian described the sign's message as White Satin Sugar, Oregon's Own and Only. The newspaper noted the animated nature of the display in its coverage.

The sugar company later replaced the moving elements with a static logo. White Stag took over the sign in 1957. The letter g from the White Stag era was likely truncated to fit near the red sportsbar. This red bar ran along the bottom of the sign. The modification prevented the letter from crowding the red strip. The sign was later moved and the letter was reused for the current Oregon text.

The missing loop has persisted through various eras of the sign's history. It was present during the Made in Oregon period. It remained absent during the White Stag years. The gap is now clearly visible against the modern backdrop. Nike's placement of the basketball player highlights the irregularity of the letter form.

No definitive answer exists for why the loop is missing. Terry Schrunk is the last person who might know the full story. He designed the original sign. His death in 2018 left the question open. The current explanation remains a theory based on visual spacing. The sign continues to stand as a local landmark with this persistent flaw.

The sign remains a focal point for visitors and residents. The new Nike advertisement has increased public interest in its history. The missing part of the letter g is a small detail. It has become a subject of discussion. The landmark endures with its incomplete typography.