Starling, Digital challenger bank, has launched a new design for its debit cards, changing them from its trademark purple colour and changing the design of the card on its head.
The new debit cards are designed to be in portrait instead of landscape. It is designed to reflect the way that the consumers use their cards in real life in a card machine or at an ATM.
Mark Day, the art director of Starling Bank stated: “The reason for doing [the card] portrait is that it’s kind of clear that banking doesn’t do things that way anymore.”
He added: “Our lives are largely lived in portrait now, even down to how we use our phones. A bank card in portrait reflects how we actually use our cards today; it’s intuitive, instinctive, and in short: it’s just common sense.”
The cards for the consumer accounts of the bank will be teal, while its business accounts will be changed to navy blue. All the details of the customers, such as their name, card number and expiry date, will be placed on the back of the card, which the bank assumes will improve security by making it more difficult for spies to copy the personal information of the cardholder.
Other players in the fintech industry have made similar attempts to that of Starling, including Tide, a business banking app, which also turned its cards vertical earlier in 2018. The decision to change the cards to a brighter colour will also appear to be very familiar, given that the hot coral pink cards of Monzo, Starling’s competitor bank, seem almost omnipresent on the streets of London.
However, the users can be assured that the purple colours of Starling would not be too far away, and will still hold a big presence in the app and branding colourways of the bank.
Day stated: “Purple is certainly not going anywhere, and it will remain part of our brand.”
He added: “Teal has always been in our brand colour palette, and it’s an opportunity to use a distinguishable, recognisable colour so we decided to go with that for our new cards.”
Day continued: “We’re a digital product, so we don’t have many tangible touch points. [A card] needs to reflect the experience you have in the app, so we decided that we wanted to create something a bit more memorable and delightful to use.”