MONEY designjunction, 18-22 September 2013 MONEY 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 6 and every card is completed with meticulous manual labor by craftsmen. 1 The standard round value by international 1 regulation is 3mm. 7 3 9 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 com- pletely 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 duralu- min plate, 5) Hyper duralumin plates color coating process 5 8 THE RED THE RED HYUNDAI CARD HISTORY 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 Karim Rashid Hyundai Card revamped the card Launched the entry level premium card, the Red, The world’s first application of metal Produced in a vacuum, its smooth surface with it Card is a metal card collection with a range of card launched by A design collaboration design borrowing the visual completing the current premium card family, which implanting in credit card design. the Black handcrafted details provides a great tactile colours and materials that one can choose from, Hyundai Card after between a finance language of banknotes. now consists of the Black, the Purple, and the Red. and the Purple made of Titanium were experience while retaining the weight and steely further reinforcing the notion that a credit card the acquisition of company and a well launched after a trial period of 18 months touch of the original raw material. can be a meticulously designed object of desirability. Diners Korea by known designer was and 1,200 test samples. Hyundai Motors Group. 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 The first and now the To increase the ‘share The completion of the alphabet card portfolio. Launched Platinum 3 series, Hyundai Card challenged the international regulation for The card portfolio was completely card of half the most iconic VVIP card of wallet’, applying The alphabet card portfolio was organised completing the platinum series credit card design and changed the round value of card overhauled to provide customers size of a regular exclusive to Korea’s top colour to the edge of according to the English alphabet, a new systematically structured by number corners to 1mm to give a more prudential image as well as to with maximized simplicity and credit card) was 0.05% was introduced. the cards for the first approach in the industry at the time, allowing signifying the level of strengthened preoccupy a unique shape identity. The standard round value fuss-free benefits. designed with the time in Korea made customers to intuitively and easily understand benefits. by international regulation is 3mm. notion that the Hyundai credit cards what benefits were available while strengthening credit card could be visually stand out Hyundai Card’s brand identity by utilising a a fashion item. among the rest. consistent visual look. IT CARD IT CARD EXHIBITION 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 Li- brary, Seoul, Korea 14 May - 1 September 2013 BEHIND THE CREDIT CARD BEHIND THE CREDIT CARD OYSTER; Emart x Hyundai Card, 2013 BEHIND THE CREDIT CARD BEHIND THE CREDIT CARD 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 5 endeavours to evolve into a brand that you can experience and care about. 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 Yeo- ido 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 BEHIND THE CREDIT CARD BEHIND THE CREDIT CARD GS ICE CUP 2012 it water 2011 records at a store. The pop-up store was The project began with redesigning signposts, ‘Designed by In collaboration with GS25, one of the big two It is commonly believed in Korea that imported situated in Hongdae, the heart of indie culture something that was urgently needed. The convenience store chains in Korea, we designed bottled water brands are healthier and cooler in Seoul. It ran for 113 days, during which 65 project then looked at every aspect of the Hyundai Card’ has and branded an ice drink that our than their domestic counterparts. it water was bands played weekend concerts attracting over hiking experience not only for the hikers’ customers were then able to buy with therefore designed to raise awareness that 16,224 visitors. convenience but also to help revitalise the local accumulated Hyundai Card loyalty points (M drinking local water can be just as healthy and community. become a brand in points). The ice drink then went on to become trendy with a smaller carbon footprint. Symbolising the ponies grazing around the the chain’s best seller. island, the signage was designed to be easily itself. spotted yet unintrusive to the beauitful landscape of Jeju island. Hyundai Card Design Lab, a multi disciplinary C.I. & B.I. 2003 in-house design department, is the creative The C.I. of Hyundai Card depicts the outline of a Wailing Wall 2011 drive behind Hyundai Card. In addition to the credit card inside a wallet and is widely applied The ‘Wailing Wall’ broadcasts unfiltered real- highly celebrated Hyundai credit card series, to build the overall brand identity. time customers’ complaints on 60 monitor the department has engaged in a wide range of screens accompanied by the sound of an old Tangram iPhone Case 2012 projects through design collaboration and design typewriter. In collaboration with Tangram, we designed an donation as well as self-initiated projects. In iPhone 5 case with a special pocket for credit recent years, ‘Designed by Hyundai Card’ has cards, thus combining two essential everyday become a brand in itself, symbolising Hyundai Finance Shop Renewal 2013 it Card Pop Up Store 2012 items. Card’s design ethos that emphasises logic and The Hyundai Card Finance shop is newly To further reinforce the notion of the it Card rationale. Hyundai Card Design Lab’s extensive reformed ‘brick-and-mortar‘ brand space. as a desirable fashion item, Hyundai Card set design work can be classified into the four Knowing that a finance company’s offline up an it Card pop-up store alongside small following categories: presence is often uninteresting or even avoided boutiques and cafes in Garosu-gil, the most Korea National Ballet 2012 by some, we focused on creating a fashionable neighborhood in Seoul. To create the visual identity of the Korea Business Design comfortable and interesting place for our The it Card pop-up store welcomes visitors National Ballet, we captured images of a The card plate is at the core of our business. customers to visit.