MONEY Designjunction, 18-22 September 2013 MONEY MONEY

MONEY

designjunction, 18-22 September 2013

MONEY

Electrum Coin, BC 650, Lydia

it Card, 2012, South Korea

Ancient coins made from precious metals had an intrinsic value.

Hyundai Card reinvented the credit card into a meticulously designed

object of desirability, reattaching a sense of value to the exchange of money.

PROCESS

DETAIL

Using unprecedented materials and techniques in its production, the card’s design is reminiscent of banknotes and coins.

Discreet design features and the use of metal instead of plastic allude to contemporary coins, while the unique 1mm rounded corners of the Hyundai Card are reminiscent of banknotes. In addition to the utilisation of hi-tech equipment, each and every card is completed with meticulous manual labor by craftsmen.

6

1

The standard round value by international regulation is 3mm.

79

3
2

3

6) From R 3mm to R 1mm, 7) A new design of IC chip developed exclusive for Hyundai Card with a sharper corner and the Hyundai Card logo on it, 8) Chapter 2 color study, Hyundai Card’s completely reformed card portfolio launched in 2013, 9) The plastic card plate of Hyundai Card consisting of seven layers of films and sheets to create the sense of depth within 0.8mm thickness

4

1) The molten Liquidmetal poured into the mould, 2) Laser engraving on a metal card plate, 3) Liquidmetal plate completed manually by a craftsman, 4) Pattern engraving on a hyper duralumin plate, 5) Hyper duralumin plates color coating process

8
5

THE RED

HYUNDAI CARD HISTORY

The card plate is at the core of our business.

We see the card as the most advanced form of currency and try to maintain the value and prudence of a currency note. Hyundai Card Design Lab continuously proposes a new standard for the future currency.

Plastic Plate Metal Plate

2002

2004

2006

2008

2009

2011

2012

Launch of M

Designed by

M 2nd Edition

Premium

Titanium

Liquidmetal

it Card

M was the first credit card launched by Hyundai Card after the acquisition of Diners Korea by Hyundai Motors Group.

Karim Rashid

Hyundai Card revamped the card design borrowing the visual language of banknotes.
Launched the entry level premium card, the Red, completing the current premium card family, which now consists of the Black, the Purple, and the Red.
The world’s first application of metal implanting in credit card design. the Black and the Purple made of Titanium were launched after a trial period of 18 months and 1,200 test samples.
Produced in a vacuum, its smooth surface with handcrafted details provides a great tactile experience while retaining the weight and steely touch of the original raw material. it Card is a metal card collection with a range of colours and materials that one can choose from, further reinforcing the notion that a credit card can be a meticulously designed object of desirability.
A design collaboration between a finance company and a well known designer was a sensational approach in the industry at that time.

2003

2005

2007

2008

2010

2012

2013

M Mini

the Black

Colour Core

Alphabet

Platinum Series

R3 to R1

Chapter 2

M Mini (a credit card of half the size of a regular credit card) was designed with the notion that the credit card could be a fashion item.
The first and now the most iconic VVIP card exclusive to Korea’s top 0.05% was introduced.
To increase the ‘share of wallet’, applying colour to the edge of the cards for the first time in Korea made Hyundai credit cards visually stand out among the rest.
The completion of the alphabet card portfolio. The alphabet card portfolio was organised according to the English alphabet, a new approach in the industry at the time, allowing customers to intuitively and easily understand what benefits were available while strengthening Hyundai Card’s brand identity by utilising a consistent visual look.
Launched Platinum 3 series, completing the platinum series systematically structured by number signifying the level of strengthened benefits.
Hyundai Card challenged the international regulation for credit card design and changed the round value of card corners to 1mm to give a more prudential image as well as to preoccupy a unique shape identity. The standard round value by international regulation is 3mm.
The card portfolio was completely overhauled to provide customers with maximized simplicity and fuss-free benefits.

IT CARD

EXHIBITION

Sometimes, the process says more than the result.

In May 2013, we held our first design exhibition in Seoul, giving a behind the scenes look at its design projects from 2002 to 2013.

Unlike more conventional exhibitions, we focused on presenting the aim and the process of our extensive design projects rather than displaying the final outcomes. We wanted to recreate the feeling of a design studio where things are continuously created on a big table stacked with papers and mock-ups. A 3D printer and an XY plotter worked ceaselessly throughout the exhibition opening producing objects and drawings designed by the design lab.

The work was divided into four categories and arranged chronologically along a track around the table. While the design process for the projects was displayed on the table-top itself, the outcomes themselves were hidden in especially made boxes with magnifying lenses, encouraging the visitors to interact with the work and peer inside the boxes in order to see the final results.

designed by Hyundai Card exhibition @ Hyundai Card Design Library, Seoul, Korea
14 May - 1 September 2013

BEHIND THE CREDIT CARD

OYSTER; Emart x Hyundai Card, 2013

We design more than just cards

We not only design cards but our projects cover a wide range from design water bottles and rubber gloves to spaces and experiences for our brand to permeate into the everyday lives of our customers. Through such projects Hyundai Card endeavours to evolve into a brand that you can experience and care about.

5
1

3

4

6

1 / 2) the Hyundai Card Music Pop Up Store, 2012, 3) Youandi Modern, the corporate typeface, 2012, 4) ‘The Table’, a chess table in the shape of Yeoido, the financial district of Seoul, and chess pieces reinterpreted into a grid referencing the skyscrapers that Yeoido is famous for., 5 / 6) OYSTER, a lifestyle brand made in collaboration with Emart, the largest supermarket chain in Korea, 2013, 7 / 8) it Water, 2011

2

7

8

GS ICE CUP 2012

it water 2011

records at a store. The pop-up store was

The project began with redesigning signposts,

something that was urgently needed. The project then looked at every aspect of the hiking experience not only for the hikers’ convenience but also to help revitalise the local community.

‘Designed by Hyundai Card’ has become a brand in itself.

In collaboration with GS25, one of the big two convenience store chains in Korea, we designed and branded an ice drink that our
It is commonly believed in Korea that imported bottled water brands are healthier and cooler than their domestic counterparts. it water was therefore designed to raise awareness that drinking local water can be just as healthy and trendy with a smaller carbon footprint. situated in Hongdae, the heart of indie culture in Seoul. It ran for 113 days, during which 65 bands played weekend concerts attracting over

16,224 visitors.

customers were then able to buy with

accumulated Hyundai Card loyalty points (M points). The ice drink then went on to become the chain’s best seller.
Symbolising the ponies grazing around the island, the signage was designed to be easily spotted yet unintrusive to the beauitful landscape of Jeju island.

Hyundai Card Design Lab, a multi disciplinary in-house design department, is the creative drive behind Hyundai Card. In addition to the highly celebrated Hyundai credit card series, the department has engaged in a wide range of projects through design collaboration and design donation as well as self-initiated projects. In recent years, ‘Designed by Hyundai Card’ has become a brand in itself, symbolising Hyundai Card’s design ethos that emphasises logic and rationale. Hyundai Card Design Lab’s extensive design work can be classified into the four following categories:

C.I. & B.I. 2003

The C.I. of Hyundai Card depicts the outline of a credit card inside a wallet and is widely applied to build the overall brand identity.

Wailing Wall 2011

The ‘Wailing Wall’ broadcasts unfiltered realtime customers’ complaints on 60 monitor screens accompanied by the sound of an old typewriter.

Tangram iPhone Case 2012

In collaboration with Tangram, we designed an iPhone 5 case with a special pocket for credit cards, thus combining two essential everyday items.

Finance Shop Renewal 2013

it Card Pop Up Store 2012

The Hyundai Card Finance shop is newly reformed ‘brick-and-mortar‘ brand space. Knowing that a finance company’s offline presence is often uninteresting or even avoided by some, we focused on creating a
To further reinforce the notion of the it Card as a desirable fashion item, Hyundai Card set up an it Card pop-up store alongside small boutiques and cafes in Garosu-gil, the most fashionable neighborhood in Seoul.

Korea National Ballet 2012

To create the visual identity of the Korea National Ballet, we captured images of a ballerina’s deformed foot to highlight the dancer’s fierce effort behind the beautiful performances on the stage.

Business Design

comfortable and interesting place for our customers to visit.
The it Card pop-up store welcomes visitors to see it Card samples and submit card applications in person. In addition to the it Card, it Card pop-up store offers an exhibition of photographs depicting Hyundai Card’s brand identity as manifested in its wide range of products.

The card plate is at the core of our business. We see the card as the most advanced form of currency and try to maintain the value and prudence of a currency note. Hyundai Card Design Lab continuously proposes a new standard for the future currency.

Making maximum use of our design and cultural contents, we created a branded bar where diverse projects were carefully presented like kinetic artworks in an exhibition. We adapted old fashioned analogue machines to function like interactive kinetic sculptures. Among the exhibits we consructed were: a typewriter adapted with the Hyundai Card Youandi typeface, a Hyundai Card newspaper printed on a rotary press, and a brochure dispenser utilising a pulley system. The consulting areas are separated from this area to provide maximum privacy.

RC Circuit 2011

One can enjoy RC racing on the infinite loop circuit whose shape is inspired from that of a credit card.

My TAXI 2013

My TAXI is a passenger-friendly, city-friendly, eco-friendly taxi conceived in conjunction with KIA motors.

Dream Project 2010 - Present

Brand Expression

My TAXI is built on a compact electric car making it agile in heavy traffic with zero CO2 emissions. The interior space of My TAXI is optimised to provide the maximum space and convenience for passengers. The My TAXI app allows passengers to have a safe journey by booking, tracking and paying real time for yourself as well as for your loved ones.
Dream Project is an ongoing project conducted by Hyundai Card and Hyundai Capital through the Hyundai Motor Microcredit Foundation’s Learning Center. The project aims to help neighborhood business owners run successful, long-term businesses through sharing knowhow and aiding in remodeling their business models and establishments. We provide overall design support and consulting for all aspects of business including spatial planning for individual stores, branding, packaging, and marketing. This unique project received the IDEA Gold Service in 2011 for corporate social responsibility. 1) 햇빛농원 [hatbitnongwon], a fruit stall, Oct 2010, 2) 키다리아저씨 [kidariajeossi], a snack bar, Jan 2011, 3) 콩사랑 [kongsarang], a tofu shop, May 2011, 4) 샤샤헤어 [shasha hair], a hair Salon, Dec 2011, 5) Dr. Bubble, a dry cleaner, Jan 2012, 6) 떡가다기 [ddukgadagi], a rice-cake shop, May 2012, 7) 착한정육점 [chakanjeongyukjeom], a butcher shop,

Design is a means to substantiate corporate strategy. Through design, such corporate identity is communicated to the customer for them to appreciate the brand values. In order for the brand identity to have a singular voice, Hyundai Card Design Lab designs all things relevant to the company such as its CI, typeface and working environment, based on a consistent strategy.

Youandi : Corporate Typeface 2003

90% of brand communication is done through written materials. Recognising the corporate typeface as its voice, Hyundai Card was one of the first companies in Korea to develop its own typeface. The design of the Youandi typeface is based on the shape, proportions and angles of a credit card.

Advanced Experience

Parking Sign 2009

Pingpong Table 2011

We not only design cards but our projects cover a wide range from design water bottles and rubber gloves to spaces and experiences for our brand to permeate into the everyday lives of our customers. Through such projects Hyundai Card endeavours to evolve into a brand that you can experience and care about.

Designed exclusively for the Hyundai Card headquarters in Seoul, the bottom of the parking sign is convexed and weighted in order to stand straight even on an inclined plane, balancing like a roly-poly toy.
Beautifully designed ping pong table that draws inspiration from the geometry and construction of wire suspension bridges.

Design Donation

The core of design talent donation lies in sincerity. In these projects, design is not about showing how much somone has been helped but about considering the needs of the recipient and how they will sustain their business by finding, producing and realising solutions with them. These design solutions aim to ‘teach people how to fish’ rather than

Nov 2012, 8) Ongoing

Branding BIGBANG 2012

We designed the new brand identity for the iconic K-Pop super band, BIGBANG. The main aim of rebranding was to transfrom their image from teen idols into mature musicians to highlight their individual characters and talents. We designed six different versions of their new album ‘Still Alive’ that include each member’s brand identity guidebook. The brand identity guidebook is also downloadable from the Hyundai Card design blog.

giving them fish.

Image Creation 2010 - present

Understanding the power and potency of good images, Hyundai Card Design Lab ensures that images always play an integral part in the design process. Be it visualising ideas, documenting the process or communicating our output with audiences in photographs and videos, we take great care in ensuring the highest standard of quality.

Hyundai Card Design Lab consists of 40 members of staff from a variety of fields as diverse as architecture, business, fashion, graphic design, industrial engineering and product design. Through its combined creative talents, Hyundai Card Design Lab has successfully delivered new types of collaborative projects with other companies, ranging from a supermarket chain to a car company. Through more collaborative projects we will endeavour to continue expanding into wider industries, on both a domestic and a global level.

OYSTER 2013

OYSTER is a lifestyle brand made in collaboration with Emart - the largest supermarket chain in Korea. OYSTER transformed frequently used yet often poorly designed daily necessities into desirable objects - most notably household rubber gloves. Since launching in February 2013, over 400,000 pairs of OYSTER rubber gloves have been sold at Emart stores.

My D 2009
Children’s Dream Library 2012

Based on the shape and design of Chosun era citizen ID cards, the My D is a company ID card designed for Hyundai Card employees.

(http://design.hyundaicardcapital.com)

We designed and donated a children’s library

for childhood cancer patients who come to have regular check-ups at the Seoul Centre of the Korean Association for Children with Leukemia and Cancer.

The Table 2013

The Table a very big table (7.5m x 4.5m) in the shape of Yeoido, the financial district of Seoul where the Hyundai Card headquarters are located. Its surface is smoothly curved and covered in a grid where people can read or play chess. All the pieces of chess and janggi (Korean chess) are reinterpreted into a grid and are reference the skyscrapers that Yeoido is famous for.
This has seen Hyundai Card Design Lab work closely with talented Korean photographers to cultivate a visual identity that goes beyond merely showing the functions of our products and services and instead presents our customers with lifestyle choices to improve their lives.

We are always looking for new and exciting opportunities to work with individuals and companies.

Design Lab Renewal 2010
Hyundai Card Music Pop Up Store 2012

Hyundai Card MUSIC is an online platform for indie musicians to upload, price and sell their music directly to their audience.
The Hyundai Card Design Lab is designed to be used as one big white sheet of drawing paper stacked with layers of huge white foam boards (1.2m x 2.4m). Rather than working individually on computer screens,

For more information, please visit http://design.hyundaicardcapital.com

The main idea of the pop-up store was to transform the music into something tangible and valuable, so we made 1,945 music cards, each containing one song that visitors could choose and borrow from the counter by flicking through cards as you would do with

Design without words 2013
Jeju Olle 2010

Sometimes, pictures tell a better story. ‘Design without Words’ is a project archive book of Hyundai Card Design Lab, consisting of images created and documented from 2002 to 2013. we unravel our ideas and visualise them by putting materials on the boards so we can share and manage ongoing projects with ease in the hectic studio.
As a part of our socially responsible projects, we provided holistic design consulting for Jeju Olle, a non-profit organisation that developed and maintains hiking courses around Jeju island.

HYUNDAI CARD DESIGN LAB

Hyundai Card Design Lab is designed as one big white sheet of drawing paper

stacked with layers of huge white foam boards (1.2m x 2.4m). Rather than working individually on computer screens, we unravel our ideas and visualise them by putting materials on the boards so we can share and manage ongoing projects with ease in the hectic studio.

.

HYUNDAI CARD HYUNDAI CAPITAL

.
Hyundai Card Hyundai Capital

has redefined what it means to be a finance company

by revolutionising a stagnant industry with its passionate commitment to high-quality and innovative branding design along with a series of philanthropic projects and radically revised corporate strategies that have been lauded and admired both domestically and abroad.

Financial Company Consulting Business

1

MONEY

designjunction, 18-22 September 2013