Flat cards are rapidly replacing embossed designs across the ID and payments industry. Issuers are adopting flat‑printed cards to modernize their brands, improve efficiency, and support sustainability goals.
According to Logan Shurtz, Product Marketing Manager at Entrust, brand differentiation is the biggest driver behind the shift. He notes that while branding leads the trend, it’s reinforced by market expectations, operational needs, and the realities of today’s digital, contactless payment ecosystem.
A 2023 Entrust and NewtonX survey found that 73% of financial institutions moved to flat cards for modern aesthetics and stronger branding, while also citing competitive advantage, lower costs, and improved efficiency. As Shurtz explains, raised numbers—once needed for carbon‑copy imprinting—are now outdated in a chip‑ and contactless‑first world.
What began as a design update is also delivering measurable results. The same survey reported that 77% of institutions saw higher transaction volumes after switching to flat cards, showing that modern card design can boost both brand relevance and performance..
Read more on "Why Flat Cards Are Becoming the New Standard for Modern Issuers" at the International Card Manufacturers Association (ICMA).