Discover Financial Services announced the national launch of Discover it, a no annual fee credit card which offers cardmembers the rewards and service, while providing a unique combination of features, benefits and an enhanced customer experience. The new Discover it card comes in a modern blue metallic finish that resembles brushed steel, with the name and card number on the back of the card. The new card's feature set delivers some of the best qualities that consumers have been asking for in a credit card and builds upon Discover's leadership in rewards and customer service.

New cardmembers will feel the difference the minute they receive the Discover it card. The card arrives via expedited delivery in a sleek and simple box. Inside, cardmembers will find a modern, metallic blue card that resembles brushed steel, with their name and card number on the back of the card.

Fair: No annual fee. No overlimit fee. No pay-by-phone fee.

No foreign transaction fee. And no fee for first late payment. Plus Discover won't raise a cardmember's APR for paying late.

Safe: Discover ranks among the identity fraud resolution, according to the Javelin Strategy & Research Eighth Annual Card Issuer's Safety Scorecard Report (June 2012). Plus, Discover's $0 Fraud Liability Guarantee means cardmembers are never responsible for unauthorized charges on their account. Generous: Cardmembers can earn 5% Cashback Bonus in relevant categories that change throughout the year, up to a quarterly maximum, when they sign up for each 5% program.

Cardmembers automatically earn 1% Cashback Bonus on all other purchases, not points. Cardmembers also earn 5-20% Cashback Bonus through the company's online shopping portal, ShopDiscover and can use the new Cashback Concierge, a free service that guides customers through a one-on-one online tour that helps them get the most from their rewards based on how they use their cards. Flexible: Cardmembers can choose their own due dates and pay until midnight (ET) online or by phone.

Free online management tools, mobile apps and e-mail reminders keep cardmembers on top of their accounts. Human: Cardmembers have the option of immediately being connected to a live, U.S.-based customer service representative to discuss their accounts at any time. If cardmembers lose their jobs, Discover will find a way to help.