It’s time for a refresh. The University of Oregon identification card is adopting an official name — the Flock Card — and is getting treated to a new look.
Last fall, UO students were asked to submit a design, with the winning concept being used for the Flock Card.
Emma Cucchi, a master’s of business administration student in the Lundquist College of Business, won the contest. Cucchi is specializing in innovation and entrepreneurship in her MBA program at the UO, which has helped her “explore the strategic side of design, including how it can build brand identity, connect with audiences and support organizational goals.” Holding a strong background in design, Cucchi has her undergraduate degree from the UO in art and technology and has worked as a University Housing graphic design assistant for almost three years.
She felt the contest was an opportunity for her to make a lasting contribution to the university.
Explaining her design concept, Cucchi said, “I drew inspiration from Oregon’s natural environment and the spirit of the UO community, where students, like ducks in flight, are individually unique but move forward together.”
The previous UO ID card featured a map of campus, but that map has become outdated since it was first included on the card in 2016. Instead, this Flock Card imagery will be an “evergreen” representation of the UO’s impact and natural beauty.
The UO Marketing and Brand Strategy department refined Cucchi’s submission to create the final version of the card, ensuring it was brand compliant.
“It was great to see the creativity and thoughtfulness behind the winning student design,” said Jett Nilprabhassorn, senior director for marketing and brand strategy. “Our goal was to honor that vision while ensuring the final ID card design aligned with the university’s brand standards. We’re proud to see her ideas come to life in a way that reflects our Ducks community.”
The shift to the name Flock Card is all about the Ducks community and connection. Almost everyone at the UO spends a lot of time with the card on their person, and it grants access to the things that bring Ducks together.
Current cardholders do not need to be concerned about switching their UO ID card for a new one, according to ID Card Services Manager Emmally Evans.
“None of the cards’ functionality will change with the new design, and your old cards will still work as they have been,” Evans said. “You won’t need to purchase a replacement unless your card is damaged and no longer works, your card has been lost or if you just simply want to upgrade to the new design.”
The rollout begins summer 2025, with incoming students at IntroDUCKtion being the first Flock Card recipients.
—Johanna Roseberg, Student Services and Enrollment Management Communications