Discover, which has been testing the features of its new "it" credit card in some markets since mid-2012, announced Jan. 2 the nationwide launch of the product.

The earlier test involved the "it" card's perks, such as not assessing a late fee for the first late payment, with the traditional Discover card design. Discover describes the new card as having a "modern, metallic blue" design and is the Riverwoods, Ill., company's first to have the customer's name and account number printed on the back.

The test ran in about 10% of the U.S. market, including a Chicago campaign the company launched on July 20.

The card has no annual fee, no overlimit fee and no foreign-transaction fee. Though it has no fee for the customer's first late payment, there is a fee of up to $35 for subsequent late payments. Discover also does not raise the account's annual percentage rate, which ranges from 10.99% to 19.99% based on the account holder's credit status, for late payments. The card has a 0% introductory APR for the first 14 months.

"We believe that consumers want something different from a credit card company – something that addresses their specific needs, treats them fairly and gives them what they deserve," said Roger Hochschild, president and chief operating officer at Discover, in a press release.

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