Unveiling of the new logo to promote Assam Tourism was a much anticipated moment for the people of Assam. A makeover in the tourism sector of Assam was due for a long time. Assam despite having immense tourism potential has somehow failed to establish itself as a brand. So, when it was announced that the State Tourism Minister Himanta Biswa Sarma will unveil a new logo, we had reasons to be excited.
‘Awful’ Logo for Assam Tourism
The new logo comes up with the punchline ‘Awesome Assam’. However, it is a tragedy that the new logo of Assam Tourism is anything but awesome. Since the logo was unveiled, it has been receiving widespread flak. The logo lacks creativity and is completely devoid of aesthetics. Add to it the bland colour scheme and you get a product which is mediocrity personified.
Amulya Baruah, the original designer of the Assam Tourism logo in 1978 and now the owner of renowned PLUS ONE Design in London pointed out the flaws in this logo. ‘It looks amateurish from both creativity and execution viewpoint. It is also a very crude representation of Assam. It is full of technical faults. Firstly, the rhino in the logo looks more like a cow or a buffalo. Then the rhino has been made less significant than the leaves. The typography is very weak and not legible instantly. The ‘m’ looks like ‘n’ and so it reads like ‘Assan’ and not ‘Assam.’ Then the graphic style is not sophisticated or trendy. It feels like cut-paste job from Google by a 10 year old. Overall, this logo is the ugliest among all other tourism logos I have seen so far’ said Baruah.
The problem of outsourcing
It is baffling that the State government has settled for such a mediocre product from an outside agency when there is no dearth of talented designers in Assam. In Assam, we have got lot of talented designers. The work done by these guys can conform to any standard. But we have this strange mentality where we assume that anybody from outside will be better than us. So, we see our designers being neglected and a lesser known company like Square Brand Communications being assigned with this project.
Few years back, Assam government had started a logo making competition for Assam Tourism. Lot of talented designers had submitted their creation. However, lack of interest from the government saw those designs being completely sidelined. Maybe, we will be interested to know on what basis, Square Brand Communications got this tender?
It is a positive thing that the government has allocated Rs 15 crore to promote tourism under ‘Awesome Assam’ brand. However, the money should reflect in the brand. Maybe, rather than spending a gargantuan amount to rope in Priyanka Chopra as the brand ambassador, it will help if the government spends little money to hire people with good creative and aesthetic sense.
Words- Nabarun Guha