Amulya Baruah, the visionary designer behind Assam Tourism’s emblematic one-horned rhino logo, passed away on Saturday, May 3, at his residence in London. He was 75 years old.
Born and raised in Digboi, Assam, Baruah had made the United Kingdom his home since the late 1970s, where he established a successful design practice while maintaining strong ties to his native state. His creation of the rhino logo, which continues to represent Assam Tourism across promotional materials and branding initiatives today, stands as a testament to his enduring contribution to the state’s cultural identity.
Baruah’s journey to becoming an influential designer began with his science education at Cotton College in Guwahati, followed by specialized training in Commercial Art at the prestigious Sir J.J. School of Art in Mumbai. It was during this formative period that he designed the now-famous tourism logo that has stood the test of time.
After relocating to London, Baruah founded Plus One Design in central London, which grew into a respected creative studio with an international reputation. Despite the physical distance from Assam, colleagues report that he maintained a deep connection to his cultural roots, often incorporating elements of Assamese aesthetics into his international design work.
Throughout his career spanning several decades, Baruah’s design influence extended far beyond his initial work for Assam Tourism. His studio’s portfolio expanded to include branding, publication design, and visual identity systems for clients across multiple continents.
The news of his passing has prompted tributes from both the design community and cultural figures in Assam, who recognize his contribution to establishing a visual identity for the state’s tourism sector during its formative years.
Baruah is survived by his wife and son.
