Hyundai Card Chapter 2

Hyundai Card Rebranding

Concept development
Graphic design
Package design
Product design

The small plane, 85.5 X 54 mm in size, displays the information that identifies the card. All of the information is critical, but there clearly is a priority. The layout should be visually beautiful. Hyundai Card Design Lab has set three standards—Extract, Balance, and Align—for the latest card plate design to make the layout more refined and balanced. We boldly removed what could be removed from the previous layout and re-arranged each element on the card plate based on a precise grid system for overall balance.

Obsession with detail is one of the major directions of Hyundai Card’s designs. The latest design renewal project also considered the IC chip, which has been left out from the design process when it is an important element of function. First, we matched the outer round of IC chip with IR so it goes better with the 1R card plate (the outer round of the card plate is 1mm) which was presented right before chapter 2. The product name which used to be on the center using a larger font size was re-arranged for balance with the IC chip. Also, we placed Hyundai Card logo inside the IC chip, and this is the world’s first example of brand identity inside the IC chip.

We chose two main color schemes symbolizing the two clear systems of points and cash back for chapter 2’s Two Track. The M group for the points applied the M Blue color to carry the basic heritage of the M series, while the X group created a new color called X Silver, which is metallic silver that adds sparkle to an ordinary white for the everyday life and the basics. Also, we modified the brightness and saturation of M Blue and X Silver to intuitively express the level of benefits available for each card.

Material Study

Hyundai Card plate’s completeness comes from the meticulous selection of materials and delicate processing.  Hyundai Card Design Lab adopted the coin, the origin of currency, as the metaphor and developed a new material that has the texture and gloss of metal through numerous testing to visualize the texture of metal for the card plate.  The new material is coated in a micro unit has high reflectivity of light to allow us to overcome the limited dimensions of credit cards that should be 0.85mm in thickness.  Hyundai Card Design Lab has reconfigured the layered structure of cards to apply this material and further divided the cards into seven layers instead of the regular 2-3 layers to complete a more durable structure.