Be Free. Be You. Discover Pride Card Redesign

Discover by Capital One reimagined its Pride card to reflect inclusivity and self-expression, aligning with customer sentiments that celebrate individuality. The new design incorporates all the colors of the Progress flag, symbolizing hope and optimism. It also integrates key visual elements from the brand, such as curved shapes, ample white space, and a cohesive color palette. This thoughtful redesign not only enhances the card's aesthetic appeal but also reinforces Discover's commitment to making everyone feel special and accepted. As a result, the updated Pride card stands as a powerful representation of diversity and inclusivity in the financial sector.

Discover® customers say that, unlike traditional banks, Discover makes them—and everyone else—feel special just for being themselves. So when the Discover PRIDE ERG requested a new, more inclusive Pride card design, we created a card that included all the colors of the Progress flag, communicates hope and optimism, and nods to the visual elements at the heart of the brand: curved shape language, white space, rules, and color palette.