Custom Membership Cards: Professionally Printed for Your Organization
Welcome to Plastic Card ID: Your Trusted Source for Custom Membership Cards
What makes a brand truly unforgettable? It is not always a flashy advertisement or a viral social media post. Sometimes, it is something small enough to fit in a wallet - a well-crafted, professionally printed custom membership card that speaks volumes before a single word is exchanged. At Plastic Card ID, we have spent over 25 years helping businesses across the country make exactly that kind of lasting impression.
We ship our premium plastic cards, card printers, and refill supplies to customers nationwide, making it easy for any organization - large or small - to get the professional tools they need fast. Whether you are launching a brand-new membership program or refreshing an existing one, our team is ready to help. Reach us anytime at 800-835-7919 to get started today.
Our portfolio is built on a simple belief: physical cards create real connections. In a world flooded with digital noise, a tangible membership card puts your brand directly into the hands of your most loyal customers. That physical presence drives recognition, builds trust, and keeps your business top-of-mind every single day.
Why Physical Membership Cards Still Matter
Despite the rise of apps and digital wallets, physical membership cards continue to deliver remarkable results for businesses of all sizes. Studies show that customers who carry a physical card are significantly more likely to return to a business regularly, simply because the card acts as a constant, tactile reminder of their relationship with your brand.
There is a psychological power in handing someone something real. A well-designed membership card signals professionalism, exclusivity, and care. It tells your customer that you invested in the relationship - and that message resonates long after the first visit is over.
Who We Serve Across the Country
We proudly serve a remarkably wide range of clients, from local gyms and boutique retailers to large healthcare networks and regional nonprofits. Our nationwide shipping means that no matter where your business is located, you can count on us to deliver high-quality custom membership cards right to your door, quickly and reliably.
Our clients span industries including fitness, entertainment, hospitality, education, healthcare, and retail. Each one has unique needs, and we take genuine pride in crafting tailored solutions that fit each organization's brand, budget, and goals. No two memberships programs are the same, and we treat them that way.
A Legacy Built on 50 Million Cards and Counting
With more than 50 million cards sold and over 100,000 businesses served, we have earned a reputation as one of the most dependable names in the plastic card industry. That track record is not just a number - it represents decades of relationships, repeat orders, and businesses that continue to trust us year after year.
Our longevity in this business comes down to consistency and quality. When you order from us, you receive the same high standard of craftsmanship every single time. That reliability is something our clients genuinely count on, and it is something we are deeply proud to deliver.
What Are Custom Membership Cards and Why Do You Need Them?
Custom membership cards are professionally printed plastic cards that identify a person as a member of a club, organization, loyalty program, or service. They are far more than simple identification tools - they are powerful marketing assets that reinforce your brand, reward your customers, and build the kind of loyalty that drives long-term revenue growth.
Think about the last time you pulled out a card from your wallet. That card represents a relationship. It says, "I belong here." When your customers feel that way about your business, they come back more often, spend more, and tell their friends. That is the real value of a well-executed membership card program, and it is exactly what we help businesses achieve every day.
Whether you need simple color-printed membership cards or advanced cards with magnetic stripes, barcodes, or smart chip technology, we have the options and expertise to deliver exactly what your program requires. Call us at 800-835-7919 and let us walk you through all your options.
Types of Membership Cards We Offer
We offer an impressive and diverse lineup of membership card types, each designed to serve different program needs and branding goals. Our team will help you identify which format best fits your organization's workflow and customer experience expectations.
From simple printed cards to feature-rich smart cards, we cover the full spectrum. Here are some of the most popular membership card types we provide:
- Standard printed PVC membership cards
- Magnetic stripe membership cards for swipe-based access or point tracking
- Barcode and QR code membership cards for quick digital scanning
- RFID and contactless smart membership cards
- Numbered or sequentially printed membership cards for easy tracking
- Specialty clear or frosted plastic membership cards
- Premium metal membership cards for luxury or VIP programs
The Business Case for Launching a Membership Card Program
Launching a membership card program is one of the most cost-effective investments a business can make. Research consistently shows that loyalty programs, especially those backed by physical cards, increase customer retention rates and boost average transaction values. Customers enrolled in membership programs simply spend more - it is that straightforward.
The return on investment from a well-run membership card program is hard to ignore. Businesses that implement structured card-based loyalty programs often see measurable sales lifts within the first few months. When customers feel recognized and rewarded, they choose you over the competition again and again.
Industries That Benefit Most from Membership Cards
Almost every industry can benefit from a membership card program, but some sectors see particularly strong results. Fitness centers, spas, and wellness studios use them to reward class attendance and encourage upgrades. Retail stores use them to track purchases and offer tiered rewards that keep shoppers coming back. Restaurants and entertainment venues use them to create VIP experiences that feel genuinely exclusive and special.
Nonprofit organizations, alumni associations, and professional groups use membership cards to foster community and belonging. Educational institutions issue student ID and alumni cards that carry long-term sentimental and practical value. The common thread is simple: when people carry your card, they carry your brand.
| Card Feature | Best Use Case | Typical Price Range |
|---|---|---|
| Standard Full-Color Print | Brand awareness, basic ID | $75-$200 |
| Magnetic Stripe | Loyalty point tracking | $100-$300 |
| Barcode / QR Code | Fast digital scanning | $90-$250 |
| RFID / Contactless | Access control, smart programs | $150-$500 |
| Metal Cards | Luxury VIP membership | $200-$800 |
Card Printers and Supplies: Everything You Need in One Place
We are not just a card company - we are a complete card solution provider. Beyond our custom-printed plastic cards, we carry a full line of professional card printers and all the refill supplies you need to keep your program running smoothly. Whether you prefer to print cards in-house or order pre-printed cards from us, we have you covered either way.
Our card printers are sourced from the industry's most trusted manufacturers and are matched to your specific printing volume and card complexity. From compact desktop printers for small offices to high-volume units designed for large enterprises, we stock the right equipment for every need. We ship everything nationally, so getting set up is simple and stress-free.
Top Card Printer Brands and Models We Carry
We carry card printers from the leading names in the industry, ensuring you get reliable performance and excellent print quality every time. Our team is knowledgeable about each model's strengths and will help you select the printer that matches your workflow, volume, and budget without overcomplicating the decision.
Some of the most popular categories of printers we offer include single-sided desktop printers, dual-sided printers for full front-and-back printing, retransfer printers for edge-to-edge print quality, and high-speed batch printers for large membership programs. We also offer encoding-capable printers for magnetic stripe, smart chip, and RFID card production.
Ribbons, Overlaminates, and Refill Supplies
A great printer is only as good as the supplies that go with it. We stock a wide range of printer ribbons, cleaning kits, overlaminates, and blank PVC card stock to keep your printer running at peak performance. Running out of supplies mid-print is never fun, and we make it easy to reorder exactly what you need with a single call.
Our ribbon options include full-color YMCKO ribbons, monochrome ribbons for fast single-color printing, and specialty ribbons with built-in UV security panels or holographic overlaminates. These protective features are especially valuable for membership cards that need to resist tampering or counterfeiting. We stock supplies for most major printer brands, so compatibility is never a concern.
Call 800-835-7919 anytime to reorder supplies or ask about current stock availability. We make restocking fast and painless so your card program never skips a beat.
Blank PVC Cards and Accessories
In addition to printed cards and printers, we offer a broad selection of blank PVC cards in standard CR80 size, as well as custom sizes for specialty applications. Our blank cards are compatible with virtually all major card printer brands and are available in white, colored, clear, and specialty finishes to suit your program's unique look.
We also carry accessories like card holders, lanyards, badge reels, card sleeves, and custom card carriers to complement your membership card program. These small additions can make a big difference in how your cards are perceived and used. A branded card carrier, for example, adds a polished, professional touch that elevates the entire unboxing or enrollment experience for your members.
Security Features That Protect Your Membership Program
A membership card is only as valuable as the trust it represents. That is why we offer a robust selection of security features designed to protect your program from fraud, unauthorized duplication, and misuse. Whether you are running a simple gym membership or a high-value VIP access program, security matters - and we take it seriously.
Our security-enhanced membership cards can be equipped with multiple layers of protection, each designed to make counterfeiting difficult and verification easy. These features give your staff confidence and your members peace of mind, which together create a stronger, more trustworthy membership experience overall.
Advanced Security Technologies Available
We offer a wide range of security technologies that can be incorporated directly into your custom membership cards. These features are available individually or in combination, depending on your program's specific security requirements and budget considerations. Our team will help you choose the right combination for your situation.
- Magnetic stripes (HiCo and LoCo encoding available)
- Smart chip technology for encrypted data storage
- RFID and NFC contactless communication features
- UV ink printing visible only under ultraviolet light
- Holographic overlaminates to prevent duplication
- Sequential numbering and barcodes for individual card tracking
- Signature panels for identity verification
RFID and Contactless Smart Cards Explained
RFID smart cards use radio frequency identification technology to communicate with a reader without physical contact. This means your members can simply tap or wave their card near a reader to gain access, check in, or redeem rewards - no swiping or inserting required. It is faster, cleaner, and far more convenient for high-traffic environments.
We offer RFID membership cards compatible with multiple frequency standards, including the widely used MIFARE DESFire technology. These cards are ideal for gyms, co-working spaces, event venues, parking facilities, and any environment where quick, secure access is a top priority. The convenience they offer improves the member experience in a very real and noticeable way.
Protecting Your Brand and Your Members
Beyond the technical security features, a well-designed and well-produced membership card sends a clear visual message: this organization is professional, credible, and worth trusting. Cheap or flimsy cards can actually undermine customer confidence, while a premium plastic card reinforces your brand's commitment to quality at every interaction.
We use only high-grade PVC materials and professional printing techniques to ensure your cards look sharp and hold up over time. Our cards resist bending, fading, and everyday wear far better than paper or lightweight alternatives. That durability keeps your brand looking great long after the card is first issued.
Loyalty Programs: Turning Members into Brand Champions
Loyalty programs are one of the most powerful tools a business can use to grow revenue and retain customers. When backed by a professionally printed plastic loyalty card, these programs become even more effective. The card itself serves as a daily reminder of the customer's connection to your brand, nudging them toward repeat visits and larger purchases.
Our custom loyalty and membership cards are designed to integrate seamlessly into your existing point-of-sale or membership management system. Whether you use a simple barcode scan at checkout or a full-featured CRM platform, we can configure your cards to work exactly the way your business needs them to.
How Loyalty Cards Increase Revenue
The numbers behind loyalty programs are genuinely compelling. Businesses that implement structured loyalty card programs report sales increases of 35-50% from enrolled members compared to non-members. That gap represents real revenue, and it grows over time as members deepen their relationship with your brand through ongoing engagement and rewards.
Loyalty cards also encourage members to consolidate their spending with your business rather than splitting it across competitors. When a customer knows their purchases are building toward a reward, they are far more likely to choose you every time rather than shopping around. That behavior change can be transformative for businesses in competitive markets.
Designing a Loyalty Program That Works
A great loyalty program starts with clear goals and a simple, rewarding structure. We recommend keeping the earning and redemption process easy to understand, because complexity is the enemy of engagement. Customers who are confused about how to earn or use their points will simply stop participating - and that defeats the entire purpose of the program.
Our team can help you think through your program structure, card design, and distribution strategy. We have worked with hundreds of businesses across dozens of industries, and we bring real-world insight to every conversation. When you call us at 800-835-7919, you are not just getting a card printer - you are getting a strategic partner who wants your program to succeed.
Tiered Membership Programs and VIP Cards
One of the most effective loyalty strategies is a tiered membership program, where customers unlock higher levels of rewards as they spend more. Each tier gets its own distinct card design - think silver, gold, and platinum - which creates a powerful psychological incentive to reach the next level. People love visible status, and a beautifully designed premium card delivers exactly that.
We specialize in creating cohesive tiered card sets that look impressive together and reinforce your brand hierarchy at every level. From standard PVC cards at the entry level to stunning metal cards for your top-tier VIP members, we can design and produce the full suite. These premium cards are especially impactful in luxury retail, hospitality, and exclusive membership clubs.
ID Badges, Alumni Cards, and Organizational Credentials
Beyond loyalty and gift programs, we are a go-to source for organizational identity solutions. From employee ID badges to alumni cards and professional association credentials, we produce the full range of identity cards that help organizations look sharp, stay secure, and foster a genuine sense of belonging among their members.
Identity cards serve a dual purpose: they verify who someone is, and they reinforce that person's connection to your organization. A well-designed alumni card, for example, keeps graduates engaged with their school long after commencement day. A professional association credential signals credibility and opens doors in ways that digital alternatives simply cannot replicate.
Employee and Volunteer ID Badges
We produce professional employee ID badges for businesses, healthcare facilities, schools, nonprofits, and government organizations. Our ID cards can include full-color photos, job titles, department designations, barcodes, magnetic stripes, and access control features - all printed to a professional standard that reflects well on your organization.
For volunteer-driven organizations, a well-produced volunteer ID card does more than identify - it instills pride and a sense of official status in people who are giving their time freely. That sense of recognition matters and can make a real difference in volunteer engagement and retention over time.
Alumni and Association Membership Cards
Alumni associations and professional membership organizations rely on membership cards to maintain ongoing engagement with their communities. A beautifully designed alumni card connects graduates to their school's legacy and makes them feel like valued, lifelong members of something meaningful. These cards are often kept for many years, making them exceptional long-term brand touchpoints.
Professional associations use membership cards to signal credibility and belonging within a specialized field. Whether it is a trade association, a union, or a licensing body, the membership card is often the most tangible proof of a member's standing. We produce these credentials with the quality and durability that their importance demands.
Union Credentials and Specialty Organizational Cards
Union membership cards carry significant weight - they represent a member's rights, standing, and identity within their labor organization. We take that responsibility seriously and produce union credential cards that are durable, secure, and professionally printed to standards that reflect the dignity of membership. Our cards can include security features to prevent counterfeiting and unauthorized duplication.
We also produce a variety of other specialty organizational cards, including press credentials, event staff passes, student ID cards, and club membership cards. Whatever your organization needs, our team has the experience and equipment to deliver it at a quality level that makes a genuinely positive impression on everyone who sees it.
Frequently Asked Questions About Our Membership Card Services
We know that choosing the right card partner comes with questions, and we welcome every single one of them. Below are some of the most common questions we hear from new and returning clients. If you do not see your question answered here, our team is always just a phone call away and happy to help with any specific situation you might have.
Our goal is to make the ordering process as clear and stress-free as possible. We believe that an informed client is a happy client, and we work hard to ensure you have all the information you need to make confident decisions about your membership card program from the very start.
How Long Does Production and Shipping Take?
Production and shipping timelines depend on the complexity of your order, the quantity of cards, and the features selected. Standard full-color printed cards are typically produced and shipped within a few business days. Orders with magnetic stripes, RFID encoding, or specialty finishes may require additional production time, but we always aim to turn orders around as quickly as possible without sacrificing quality.
We ship nationally and work with reliable carriers to get your cards delivered safely and on time. Rush options are available for time-sensitive needs, so be sure to mention your deadline when you call. We will do everything we can to meet it and keep your program on track without unnecessary delays or complications.
What Is the Minimum Order Quantity?
We offer flexible order quantities to accommodate businesses of all sizes, from small startups ordering a few hundred cards to large enterprises ordering tens of thousands at a time. Our pricing scales with volume, so larger orders offer better per-card value - but we never require you to order more than you need just to place an order with us.
Whether you need 100 cards for a boutique fitness studio or 50,000 cards for a national retail loyalty rollout, we have the capacity and the process to handle your order with equal care and professionalism. Talk to our team about your specific volume needs and we will find the most cost-effective solution for your situation.
Can I Reorder Cards That Match My Previous Order?
Absolutely. We maintain records of previous orders to make reordering fast and hassle-free. If you need to reprint cards that match an existing design - whether it is a color match, a card layout, or a specific feature configuration - our team will pull up your previous order specifications and ensure perfect consistency across every reorder batch you place.
Consistency across card batches is important for maintaining a professional appearance in your membership program, especially if you issue cards on a rolling basis as new members join. We understand that and treat every reorder with the same attention to detail as the original. Call us at 800-835-7919 to reorder quickly and easily.
Specialty Cards That Make an Unforgettable First Impression
Sometimes a standard card is not quite enough. For organizations that want to make a bold statement, we offer a line of specialty card options that go far beyond the ordinary. These premium products are designed to command attention, communicate value, and leave a lasting impression that standard cards simply cannot achieve.
From crystal-clear plastic to hand-crafted metal cards made from stainless steel or gold-finished materials, our specialty lineup is built for brands that refuse to settle for average. These cards are conversation starters, and they signal to your members that they are part of something genuinely exceptional and worth celebrating.
Clear and Frosted Plastic Cards
Clear and frosted plastic cards offer a sleek, modern aesthetic that immediately sets your brand apart from the standard white card stack. These translucent cards photograph beautifully, display color printing in a unique and eye-catching way, and give your membership program a premium feel that members genuinely appreciate and talk about.
Frosted cards in particular have a soft, sophisticated look that works beautifully for wellness brands, luxury retailers, and high-end hospitality programs. We can print on both sides of clear and frosted cards, adding logos, text, and design elements that show through the card in visually striking and creatively interesting ways.
Luxury Metal Membership Cards
For the ultimate VIP membership experience, nothing competes with a metal card. Our metal membership cards are crafted from high-quality stainless steel and are available in a range of finishes, including brushed metal, polished silver, and gold-toned options. The moment a member holds one of these cards for the first time, the weight and feel communicate prestige instantly.
Metal cards are particularly effective for exclusive clubs, premium loyalty tiers, private dining programs, and luxury concierge services. They are kept far longer than standard plastic cards - often for many years - giving your brand an extended period of top-of-mind visibility that no other card format can match. The investment in metal cards pays for itself through the loyalty and pride they inspire in your most valuable members.
Custom Shapes and Die-Cut Card Options
Who says a membership card has to be a rectangle? Our custom shape and die-cut card options allow you to create cards in virtually any form that fits your brand identity. From rounded corners and oval shapes to completely custom die-cut silhouettes, these uniquely shaped cards are guaranteed to stand out in any wallet or card holder.
Custom-shaped cards work especially well for brands with strong visual identities - a car dealership shaped card, a leaf-shaped card for a garden center, or a guitar-shaped card for a music retailer. These creative formats show off your brand personality in a way that is unexpected, delightful, and thoroughly memorable for everyone who receives one.
Card Affixing, Mailing, and Fulfillment Services
We go well beyond simply printing cards. For businesses that need a complete, turnkey solution, we offer full-service card affixing and mailing fulfillment. This means we can print your cards, attach them to custom carriers or mailers, and send them directly to your members on your behalf - saving you time, labor, and logistics headaches.
This end-to-end service is especially valuable for large membership programs, loyalty card launches, and seasonal promotions where hundreds or thousands of cards need to be distributed quickly and professionally. Let us handle the details so you can focus on running your business.
Custom Card Carriers and Sleeves
A card carrier is the first thing your member sees when they receive their new membership card, and it sets the tone for the entire experience. Our custom-designed card carriers can be printed with your brand colors, messaging, program details, and any promotional content you want to include. They transform a simple card delivery into a branded moment your members will remember.
Card sleeves offer a more streamlined presentation option, providing protection and branding in a slim, elegant format. Whether you choose a full carrier with a window cutout to display the card or a simple sleeve for a minimalist look, we produce these accessories at the same high quality standard as our cards themselves. Every touchpoint matters, and we make sure yours are impressive.
Direct Mail Card Campaigns
Direct mail campaigns using plastic postcard mailers consistently outperform standard paper mailers, achieving double the response rates in many documented comparisons. We produce these eye-catching plastic postcard mailers and can manage the entire mailing process from design to delivery, ensuring your campaign reaches your target audience cleanly and on time.
For membership card programs, a mailed card with a personalized carrier creates a genuine sense of occasion that an email or app notification simply cannot replicate. That sense of occasion drives activation rates, which means more members actually using their cards - and more revenue flowing back to your business as a direct result of that engagement.
Fulfillment for Large-Scale Membership Launches
Launching a large-scale membership program can be logistically complex, especially when you need to get thousands of cards into members' hands quickly and accurately. Our fulfillment team has experience managing exactly these kinds of large rollouts, ensuring that every card is properly produced, personalized, affixed, and mailed with precision and speed.
We work with organizations planning everything from regional program launches to national rollouts with tens of thousands of members. Our fulfillment capabilities scale to your needs, and our team coordinates every step of the process transparently so you always know where your order stands. It is the kind of reliable, professional service that makes a genuinely stressful process feel completely manageable.
Case Studies: Real Businesses, Real Results with Membership Cards
The best way to understand the power of a well-executed membership card program is to look at what real businesses have achieved. The following examples illustrate how different types of organizations have used custom membership cards to drive measurable improvements in customer loyalty, revenue, and brand recognition across a variety of industries.
These stories represent the kinds of outcomes we help our clients achieve every day. While every business is unique, the underlying pattern is consistent: professional, well-designed membership cards produce real, lasting results that go far beyond the initial cost of the program.
Regional Fitness Chain: Doubling Member Retention
A regional fitness chain with 12 locations was struggling with high member turnover and low engagement between visits. After launching a tiered membership card program with us - featuring a standard entry card and a premium metal card for annual members - they saw a dramatic improvement in retention rates within the first six months of the program launch.
The physical card gave members a daily reminder of their membership commitment, and the aspirational premium tier encouraged upgrades in a way that digital-only communication had never achieved. The gym's management reported that members holding the premium metal card visited significantly more often and were far less likely to cancel than those without a physical card in hand.
Boutique Retail Group: Boosting Loyalty Program Enrollment
A boutique retail group operating across several markets had tried a digital-only loyalty program for two years with modest results. When they switched to a physical membership card backed by our printing services, enrollment jumped by over 60% within the first quarter. Customers were far more willing to sign up when there was a tangible, attractive card involved rather than just an app download.
The physical card also drove higher in-store spending, as members became more aware of their point balances and more motivated to reach reward thresholds. The retailer credited the card program as a key driver of their strongest sales quarter in three years, and they have continued to reorder cards with us on a regular basis ever since.
Professional Association: Strengthening Member Identity
A national professional association needed to redesign their membership credential to better reflect the prestige of belonging to their organization. We worked with their team to develop a sleek, full-color printed card with a UV security panel and sequential numbering that made each card feel genuinely official and exclusive to its holder.
The response from members was overwhelmingly positive. Many reported that receiving the new card made them feel more proud of their membership and more likely to display or share it professionally. The association also found that the improved card design contributed to a noticeable increase in membership renewals, as the card itself had become something members actively wanted to keep.
Contact Plastic Card ID Today and Elevate Your Membership Program
There has never been a better time to invest in a professional membership card program, and there is no better partner to help you build one than Plastic Card ID. Our 25-plus years of experience, our nationwide shipping capabilities, and our deep commitment to quality make us the trusted choice for businesses across every industry - from small local businesses to large national organizations with complex, high-volume needs.
We ship custom membership cards, card printers, and all refill supplies directly to your location anywhere in the country. Getting started is simple, and our team is genuinely excited to help you design a card program that delivers real, measurable results for your business. Every great membership program starts with a single conversation, and we would love to have that conversation with you.
Whether you are starting a new program from scratch, upgrading an existing one, or simply looking for a more reliable card supplier, PCID is here and ready to help. Do not wait to take your membership program to the next level. Call 800-835-7919 right now and speak with one of our knowledgeable team members today.
What to Expect When You Call Us
When you call us, you will be greeted by a real, knowledgeable team member who is genuinely interested in understanding your needs and helping you find the right solution. We do not use scripts or push one-size-fits-all packages - we listen, ask the right questions, and give you honest, straightforward recommendations based on your specific goals and budget.
Our team has helped thousands of businesses design and launch successful membership card programs, and we bring that experience to every new conversation we have. Whether your call takes five minutes or fifty, we will make sure you leave the conversation feeling informed, confident, and excited about what is possible for your program.
Nationwide Shipping - Fast and Reliable
We ship to every corner of the country, so no matter where your business is located, you can count on PCID to get your cards and supplies to you safely and on schedule. Our shipping partners are carefully selected for reliability, and we package every order to ensure it arrives in perfect condition and ready for immediate use.
We also make reordering simple and fast. Whether you need a fresh batch of membership cards, a new printer ribbon, or a full supply restock, a single call is all it takes to get the process started. We keep your previous order details on file to make every future order as easy and efficient as possible for your team.
Your Success Is Our Success
We measure our own success by the results our clients achieve. When your membership program thrives, when your members engage more deeply with your brand, and when your revenue grows as a result of a card program we helped you build - that is exactly the outcome we work toward every single day. Our clients' wins are our wins, plain and simple.
That client-first philosophy has sustained us through 25-plus years and more than 50 million cards delivered. It is why our clients come back to us order after order, year after year. We invite you to experience that same commitment firsthand. Call Plastic Card ID at 800-835-7919 today and let us show you what a true card printing partner looks like.
