December 7, 2022

The City Tourism Office, along with partners in the private and creative sectors, has come up with a slogan and logo that will be used in promotional materials, posters, and other merchandise bearing the Baguio brand.
City Supervising Tourism Operations Officer Aloysius Mapalao presented the design to the city council last Monday.
The #breatheBaguio logo takes inspiration from the history of Baguio as a rancheria of Ibaloys then transformed into a hill station by the Americans and now a bustling urban hub in Northern Luzon.
Colors of the logo are light blue and green symbolizing the sky and nature and the city’s old tagline as the “City of Pines.”
The “breathe” used a freehand script denoting a relaxing feeling or being able to breathe when in Baguio.
The script extends to an everlasting flower symbolizing perpetuity and Baguio’s identity as a city of flowers.
The font, “Baguio,” has Cordilleran and American art deco influences with its triangular and angular elements and the shield-like font symbolize the resiliency of Cordillerans.
Mapalo said the designers and the CTO will also come up with guidelines on the use of the logo to ensure that the font, colors, and design are properly and accurately applied when used in posters, apparel, and other items.
The suggestions of other city officials will also be incorporated, such as making the colors more vibrant or the flower should not be facing down as it has a negative meaning in feng shui. – Rimaliza A. Opiña