By 1957, according to a photo in the corresponding bulletin, a sign on Willamette property declared, “Willamette University, Founded by Jason Lee and the Early Christian Pioneers, 1842, The Oldest University in the West.” Through the 1960’s, 70s, and 80s, Willamette set aside its claims of longevity to focus on other forms of advertising, color printing and much denser use of photos.