The new bank cards are on the table
15 February 2018
ING in the Netherlands and ING in Belgium are the latest countries to issue bank cards from our new set of global designs. Introduced last year, the cards with the orange heart are now used by customers in five countries. The other three are France, Germany and Romania. Wholesale Banking has also received the new card designs.
ING in France was the first to release the new cards in the summer of 2017. It prompted a French customer to remark: “Little things can make the difference. This little thing of mine? It has an orange core that helps me find my card in my wallet. Simple, but smart. That’s why I love this bank!”
The simplicity of the design embodies ING’s customer promise. Its symbolic orange heart means the cards are instantly recognisable in people’s wallets, as well as representing ING without being over-the-top.
“Most bank cards are cluttered – full of logos and unnecessary text. They’re designed with the bank in mind. But the bank is just a provider – the card belongs to the customer,” said Ted Schappert, brand design manager.
As such, the new cards only feature information if it serves a specific goal. In this way the customer always remains central.
ING’s orange heart is taking off!
Clear and easy does it
The new cards are the result of ‘Family of Cards’ project, an international collaboration to standardise over 95 different ING card designs into one global set used everywhere.
The new set reduces this number to just eight. By summer 2018, most countries will be issuing the new cards, with Russia, Poland, Austria and Turkey next in line. Customers will receive their new card when their existing one expires, or as part of a future initiative to replace the current cards. It will take roughly five years to replace all 15 million cards worldwide to avoid unnecessary waste and costs.