A Farewell to the Eye Behind the Rhino: Remembering Amulya Baruah
The passing of Amulya Baruah, the visionary behind the original Assam Tourism logo, marks the end of an era in Assam’s cultural heritage. His legacy as a graphic designer and his unwavering dedication to preserving Assam’s identity continue to inspire generations.
The passing of Amulya Baruah at the age of 75 in London is not just the end of a chapter—it’s the closing of a whole volume in Assam’s cultural story. A man of quiet brilliance and unwavering pride in his roots, Baruah wasn’t merely a graphic designer. He was a storyteller, a bridge between tradition and modernity, and the artist who gave Assam its most enduring visual identity—the original Assam Tourism logo, proudly bearing the one-horned rhinoceros.
Born in the lush green lap of Assam, Baruah carried the scent of the Brahmaputra and the rhythm of Bihu wherever he went. Even while studying at the prestigious Sir J. J. Institute of Applied Art in Mumbai, he kept Assam close to his heart. In 1978, as a final-year student, he chose Assam Tourism for his diploma project—not out of convenience, but conviction. He set out to shatter stereotypes and redraw the lens through which the rest of India—and indeed the world—viewed his homeland.
The result was a masterstroke of clarity and power. A single horned rhinoceros, bold and grounded, representing not just Kaziranga’s famed wildlife, but the very spirit of Assam—resilient, unique, and fiercely proud. It wasn’t flashy, nor was it begging for attention. It didn’t need to. Like all good design, it whispered truth rather than shouting for approval.
Though Baruah made his professional nest in London, his heart never packed its bags. He built a thriving design career in the UK, but his ties with Assam remained as strong as a two-tonne elephant. From the branding of Numaligarh Refinery Limited (NRL) to subtle acts of cultural advocacy, Baruah’s work was a quiet rebellion against forgetfulness. When Assam’s visual identity began to drift from its roots in favour of trend over truth, he didn’t mince words. His critiques weren’t tinged with bitterness—they were laced with care, precision, and a designer’s eye that never blinked. His disappointment wasn’t the grumbling of an old guard, but the deep sigh of someone who simply wanted his home to look like itself.
What Baruah gave to Assam cannot be measured in pixels or print runs. His true legacy lies in the hundreds of young designers across Northeast India who saw in him a mirror—proof that one could be rooted and still soar. That one could sketch from memory the misty hills of childhood and have that vision resonate in faraway boardrooms. He made being “from Assam” not a qualifier, but a badge of honour.
There’s something deeply poetic about a man who devoted his life to logos—a form that must say everything with next to nothing. Amulya Baruah did just that with his life. He said everything, not with noise, but with clarity, conviction, and care.
As Assam walks forward into the future, trying on new looks and fresh faces for the global stage, may it not forget the man who gave it its first confident introduction to the world. The rhino still stands, head held high. And in its proud stance, we see Amulya Baruah—ever present, ever Assamese.
May his journey be gentle and his legacy evergreen.
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