BLNKA Aesthetic Care Brand Identity: A Winged Unicorn Drawn in One Line

A winged unicorn drawn in one line

In 2022, Xinming Design created the new brand BLNKA (布林卡) for 爱和美医疗科技集团有限公司. The logo is a line drawing in apricot brown: a single unbroken line draws a unicorn's horn, its horse head and one spread wing, finishing in a small loop. Below it sit the widely spaced letters BLNKA and the Chinese name 布林卡. The brand also has a 3D mascot, the BLNKA unicorn, and the logo is its one line version. Three colours, ivory, apricot brown and taupe, with a set of one line waves and face drawings, carry the identity to the website, stationery, packaging, merchandise, posters and billboards.

An aesthetic care brand

BLNKA is an aesthetic care brand of 爱和美医疗科技集团有限公司. Its brand line, provided by the client, is Focus on love, Guard for the skin.

Aesthetic care brands tend to go one of two ways: like a laboratory, cold, hard and full of data; or like an ordinary skincare brand, attractive but unable to say anything about expertise.

So the brand had to answer: how can an aesthetic care brand feel careful and reliable, and gentle at the same time?

From one line to a unicorn

The answer lies in a single line:

· Horn: the line starts at the upper right and first draws the unicorn's slender horn;

· Head: it flows down to trace the forehead, nose and jaw of a horse;

· Wing: it then opens to the left into a wing, looping twice at the tip;

· Finish: it ends below in a small loop.

The whole unicorn is drawn with one unbroken line. The line is fine and even, like a hand gliding lightly over skin during care; the unicorn brings a touch of fantasy, so the aesthetic care brand feels less clinical.

The wordmark BLNKA uses slender sans serif letters set wide apart, aligned with the Chinese name 布林卡. Logo and wordmark form a stacked lockup, and the symbol can also be used on its own.

The BLNKA unicorn

The mascot is a little 3D unicorn:

· Body: white and rounded, like a soft toy;

· Mane and tail: pink;

· Horn: rainbow coloured;

· Wings: a pair of small yellow wings.

The design drew it in front, side and back views. The logo is the unicorn as a single line; the mascot is the unicorn in three dimensions; both are the same character, one quiet and restrained, the other lovable and close.

Ivory, apricot brown and taupe

The design sets three colours:

· Ivory (#F2E6DA): large grounds, like the undertone of skin;

· Apricot brown (#CAA78E): the main brand colour, used for the logo, wordmark and line drawings;

· Taupe (#A28C80): a deeper supporting colour.

Each colour comes with tints from deep to light. All three are close to skin tones, soft and warm, without the cold blues and bright pinks common in aesthetic brands.

Type and line drawings

· Type: Aeonik for English and Source Han Sans for Chinese, clean and neutral;

· Waves: a few one line waves, sometimes looping in the middle like a handwritten signature;

· Face drawings: profiles and front views drawn with a single line, tracing only the brows, eyes, nose and lips.

These line drawings appear on posters, paper bags, bottle labels and the website, in the same hand as the logo.

Deliverables and extensions

Logo design

· BLNKA logo (a winged unicorn drawn in one line)

· English wordmark BLNKA and Chinese name 布林卡

· Stacked lockup and standalone symbol

Mascot

· The BLNKA unicorn: 3D character and three views

Core identity

· Colours: ivory, apricot brown, taupe, with tints

· Type: Aeonik, Source Han Sans

· Supporting graphics: one line waves, face line drawings

Applications

· Website home page, business cards, letterhead

· Bottles, tubes, cream jars, face masks and boxes

· Paper bags, cosmetic pouches, badges, a price list

· Posters and billboards

The application images on this page are proposal mock-ups; the product names and claims on the packaging, the letterhead text, the price list and the business card details are placeholders.

Looking back

Three points are worth taking from this project:

1. Draw the brand's character with one line. An unbroken line, light and fine, like a gentle gesture, says careful better than any adjective.

2. Make the logo and the mascot the same character. The line unicorn works on packaging and signs, the 3D unicorn in communication and merchandise; one still, one lively.

3. Speak in colours close to skin. Ivory, apricot brown and taupe make an aesthetic care brand feel gentle, and sit naturally beside products and portraits.

The logo of an aesthetic care brand works best when it feels like a light touch.

How to verify

· Client: 爱和美医疗科技集团有限公司

· Brand: BLNKA (布林卡)

· Year: 2022

· This case page: www.xinming.sg/en/portfolio/3276.html

Further reading

· Maxine Health Brand Identity: An M and a Tick That Form One Heart (www.xinming.sg/en/portfolio/3137.html)

· Yikang Pharmacy Brand Upgrade: An OK Gesture, a Cross and a Capsule (www.xinming.sg/en/portfolio/3138.html)

· ANIKO Magic Piano Brand Identity: A Little Wizard Flying on Piano Keys (www.xinming.sg/en/portfolio/3274.html)

FAQ

Who designed the BLNKA brand?

The logo, mascot and visual identity of BLNKA (布林卡) were designed by Xinming Design in 2022 for 爱和美医疗科技集团有限公司.

What does the BLNKA logo mean?

The logo is a single unbroken line that draws a winged unicorn: horn, horse head and spread wing. It matches the brand mascot, the BLNKA unicorn, as its one line version.

What is the BLNKA unicorn like?

A little 3D white unicorn with a pink mane and tail, a rainbow horn and a pair of small yellow wings; the design gives it three views.

What are the BLNKA brand colours?

Ivory (#F2E6DA), apricot brown (#CAA78E) and taupe (#A28C80).

What did the project include?

The logo and bilingual wordmark, the mascot, a three colour palette with tints, typography, one line supporting graphics, and applications including the website, stationery, packaging, merchandise, posters and billboards.

Which brands can learn from this case?

Aesthetic care, skincare and personal care brands; brands that want a gentle character alongside expertise; and consumer brands that want the logo and the mascot to be the same character.

Xinming Design is a brand systems design firm. Its work centres on systematic judgment, turning brand strategy into structures that can run and be inherited. www.xinming.sg