Since its inception in 1948, the University of Baguio has become a premier higher education institution in Northern Luzon. It has cultivated a culture of excellence and innovation, coming into the 21st Century with a fresh outlook on academia that shines through in its tagline: It’s All Up Here!
Coined in 2008 during the presidency of Engr. Herminio D. Bautista, the famed tagline is a reference to two major elements of the university: firstly, that it resides high in the mountains of the Cordilleras, and secondly, that it is one of the providers of top-quality education in the region of Northern Luzon. It was a bid to modernize the university’s branding identity, as wide-scale promotion moved into the internet and on social media.
The tagline really reached its peak during when the 3rd Generation of the Bautista Family took up the reins of university’s management. Former president Mr. Johann Ben Bautista spearheaded the use of the tagline at the forefront of the university’s branding identity, while the next president Ms. Dhanna Kerina Bautista-Rodas carried on the efforts in the university’s marketing and promotions during her tenure. The subsequent and current president of the university, Engr. Javier Herminio Bautista, really pushed the envelope when it comes to making use of the tagline as a key part of the university’s online presence. As the university was ushered into a new era with the rise of the internet and the growing popularity of social media, he pushed for the use of the tagline as a succinct and witty way to embody the university’s mission, vision, core values, and graduate attributes.
In the present day, the purpose of this simple tagline has evolved into the core of UB’s digital presence. Since the Pandemic in 2020, the university has continued to strengthen its identity online through both its social media profiles and its official website, and the use of the tagline has greatly propelled its efforts to solidify a consistent brand identity. Today, when the phrase is uttered, it brings to mind the university as a frontrunner in education and academic excellence and solidifies its role in providing balanced quality education at every level.
The University of Baguio: It’s all up here!
