I'm curious why you think it's dumb. The words of that sign have been ever-changing based on the tenant.
They had better not change that sign.
"Dumb" is a little harsh. I just don't think they need to change it. It's beloved, and the connotation fits what they do perfectly. Over time, it will BE the University of Oregon sign. Maybe just change the Old Town part to say U OF O?
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