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George Gozum & the renewed #BAO brand & logo

A new #BAO logo for the Negros Season of Culture. was recently launched to celebrate BAO, the unbowed carabao. BAO is the designated ambassador and voice for our Visayan roots in the Philippines. 

#BAO logo, 2026

BAO is a curator of our Visayan heritage who provides us with insightful observations that highlight and recommend a selection of activities and specialties of the Negros Island Region. #BAO regular posts are now available on social media in Facebook and Instagram, as well as Medium and Substack. 

George Gozum is the talented and skilled creator of the new and distinctive #BAO logo. A seasoned creative professional with extensive experience in fashion illustration, design, and branding. He currently serves as an Adjunct Professor at the Fashion Institute of Technology in New York City since August 2023. 

#BAO logo launch on IG

His illustration and design are marked by a distinctive creative vision and direct approach, Communicating the visual idea of BAO: the unbowed carabao in a vibrant message of power and pride in this national symbol and iconic creature of labor. 

A few black and bold strokes capture the original BAO sculpture in line, shape and form - mirroring the massive mosaic art that sits outside The Negros Museum. The BAO font used captures in the letter A the rooflines of native thatch overhangs in homes across Filipino islands. 

George Gozum

BAO's character and persona are immediately conveyed in distinct elements of space, imagery, typography and color. Coming together cohesively to deliver this visual reproduction that viewers can immediately appreciate. 

This cohesive design is contextually relevant and convey the renewed message and tone while remaining authentic to BAO's original commission. A simple and direct new design to match the majesty of BAO the three ton giant. 

Lord & Taylor ad look for Vintage Black Label

Vintage Black Label is a vintage clothing resale label that also designs and produces new collections from vintage material. George illustrated a new line of their mantel summer creations - shirts and shifts made from recycled vintage tablecloths, or 'mantel' in our Pinoy dialect. 

In tandem with the brand's vintage fashion for this series, George opted for a campaign design evocative of old Lord & Taylor print ads from the past. Layout and copy were his styling homage to the great L&T illustrator, Fred Greenhill. 

Kate's Paperie Monthly Tear Sheet & Blog

George is a dynamic designer-educator skilled in illustration, visual storytelling, and sequential imagery - inspiring the next generation of creative professionals. His art and skills are innovative and vibrant - on the razor’s edge of NYC’s highly competitive art and design fields.

a selection of George Gozum prints

He is a close friend and longtime creative collaborator of the Urra siblings, Angelica and Greg. Where George has designed the rebranding of beloved NYC paper icon, Kate's Paperie - when it was acquired by the family. As well as seasonal and promotional fashion designs and illustrations for Vintage Black Label. 


We are proud to add the new BAO logo to this stellar roster of designs and illustrations. Thanks to George Gozum and the genius that embodies the rebirth of the renewed brand that is BAO, the unbowed carabao. Mabuhay! 
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