Leonard cranks up the heat on 'Made in Oregon' sign

Erik Sine · March 23, 2009

Posted by Mark Larabee, The Oregonian March 23, 2009 14:23PM

When it comes to the University of Oregon's plans to brand its new downtown campus, Commissioner Randy Leonard is pushing back.

On his office blog, Leonard says the university's proposal to change the infamous "Made in Oregon" sign to read: "University of Oregon" would "fly in the face" of tradition.

The University is moving a satellite campus into the White Stag building at the west end of the Burnside Bridge. Ramsay Signs, which owns the neon sign, has applied for a permit to change the lettering. The Portland Historic Landmarks Commission has given Ramsay Signs until April 6 to redesign the sign to fit rules for historic landmarks. The sign was designated a historic landmark in 1978.

Leonard is angling for the city to buy the sign instead. That $500,000 purchase (which does not include maintenance) would be subject to City Council approval, as would the change proposed by Ramsay Signs and the U of O.

Here's a sample of what Leonard wrote:

"The University of Oregon's proposed change is not, as some may lead you to believe, simply about changing the letters of the sign to reflect the newest tenant occupying the building. While the University of Oregon is rightfully proud of its many accomplishments, both academic and extra-curricular, it is also an institution that is now and forever associated with its home base--Eugene, Oregon. White Satin Sugar, White Stag and Made in Oregon have each been proud, Portland-based businesses whose identities were as closely tied to Portland as their products were. Granting the University's application to change the sign would fly in the face of that long and proud Portland history."

Leonard said Portland State University is offended that the U of O would "come into its back yard and stake claim" to the iconic sign.

"It would not be unlike the reaction the residents of Eugene would have if Portland State University acquired the sign rights on top of Skinner Butte overlooking downtown Eugene and put up a garish neon "Portland State University" sign for all to see," Leonard wrote.

Leonard says he met with U of O President Dave Frohnmayer last October to relay his concerns. He says Frohnmayer "did not respond in a productive way."

"I felt as though I was explaining to a house guest why having the TV on late at night was disturbing our family and he reminded me, in an offended tone, that I should consider myself lucky he was visiting me at all given his vast success and wealth," Leonard wrote.

Frohnmayer was out of the country and could not be reached for comment.