When the Dakota County Library ran out of existing library cards in 2010, it provided an opportunity to extend their newly developed brand identity onto the card and give the card a distinct and modern feel. The goal was not only to incorporate in the brand identity, but to also make the card readily identifiable in an ever growing wallet of credit cards, debit cards and loyalty cards. 

When developing concepts for the cards we focused on reviewing the types of cards people carry, from credit cards to customer loyalty cards, looking at colors used, trends, imagery and what opportunities we may have with the Dakota County Library card. 

One trend was the ability to personalize cards. Many credit card companies allow you to customize your cards with either stock photos they have or an individual’s personal photos to help further create an identity with the card. While providing people the option of putting their own photo on the card was cost prohibitive, we decided to explore the idea of having the cards reflect personal identity. Research was done on the most common hobbies or associations from that we determined which items fit well with what the Library had to offer. The top four were chosen: environmentalism, patriotism, travel and the arts, along with a fifth option that helped cross-promote Dakota County Parks and a sixth option geared towards youth. The cards were designed around those themes and given a bold colorful look to help the card stand out. Library users are able to choose from any of the six designs when they receive a new library card.