Identification cards get new look
New card design fails to impress KU students, and they still prefer the old design.
By Deepa Sampat
Tuesday, June 3rd, 2008
Jill Dryden has had the same KU identification card since her freshman year. Dryden, Sugarland, Texas, senior, said she uses it to get into the Student Recreation Fitness Center, sporting events and as a second form of identification at the bars. But starting next year, Dryden will have the option to carry around a different card.
The KU Card Center and University Relations collaborated with Commerce Bank and Bernstein-Rein, a marketing firm out of Kansas City, Mo., to develop a new design for the ID cards. The cards will be introduced at the first new student orientation on June 6, and all incoming freshmen will be issued a card with the new design.
New KU ID card prototype
Your KU Card is your official identity card at the University. It can also be used for:
Utilizing University Library services
Entering residence halls, the student recreation center, and other university buildings
Purchasing tickets for and being admitted to University events (i.e. Lied Center performances, Intercollegiate Athletics, etc.)
Access to parking
Participating in intramural sports programs
Requesting Watkins Health Services
Requesting Legal Services
Access to newspapers through the Newspaper Readership Program (students only)
Accessing your KU Cuisine meal plan and dining dollars account
Accessing your Beak ‘Em Bucks stored value account for photocopying, printing, laundry, and food purchases
Accessing your Commerce Bank account
Source: KU Card Center
Todd Cohen, director of University Relations, said that current ID cards failed to meet the University visual identity system standards that didn’t exist when the cards were first issued a decade ago. The visual identity system ensures that all logos and identification related to the University stay consistent, such as using the same type font. Before the visual identity system was in place, Cohen said that various departments were all using different logos.
“We have a much more consistent look across the board now,” Cohen said. “We’ve gotten more and more people on board and it was time to get the card on the same look and feel as the University.”
Cohen said that the endowment center, alumni association, and athletics have already changed their logos to comply with the visual identity system.
“The ID card was one of the last steps,” he said. “Hopefully it has a much more dynamic look and it’s recognizable and people can be proud to use it.”
Current students can exchange their old cards for a new one at the KU Card Center for free. They will be charged $15 if they do not have their old ID to exchange. The Card Center is located on the fourth floor of the Kansas Union.
Nancy Miles, director of the KU Card Center, said the current ID cards would still be valid next year.
“We don’t have any intention of saying that by a certain date students will need a new card,” Miles said. “We plan to extend that out for awhile.”
Dryden said she preferred the current cards to the new ones because she liked how The University of Kansas was written across the top.
“If you are using it as a form of ID out-of-state and it just says KU, people might not know where it’s from,” Dryden said.
Dan Gertsema, Olathe senior, said he also liked the current cards better because he thought the state logo printed on them made them look more official.
“It’s pointless; they shouldn’t have wasted money on a new design,” Gertsema said. “I don’t want to waste my time getting a new one.”
— Edited by Mandy Earles
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