DENVER, CO (September 25, 2023) – The Greeting Card Association (GCA) announces the opening for entries to the 35th Annual Louie Awards. The Louie Awards are a symbol of excellence in the greeting card industry and are highly coveted by publishers and designers alike. Each year’s winners demonstrate outstanding creativity, innovation, and craftsmanship in their card designs. This year, the Louie Awards Committee is excited to unveil seven new categories, including several new Diversity Categories, highlighting the unique voices and artists that make up the greeting card industry as a whole.

These categories were created to celebrate cards from traditionally under-represented communities. Any company, regardless of background, can and is encouraged to enter these categories.

  • Celebrating LGBTQIA+
  • Celebrating Latinx Culture
  • Celebrating Black Culture
  • Celebrating AAPI Culture
  • Celebrating Indigenous Culture

Submissions for these categories will be cards that feature artwork & copy that celebrate any and all aspects of these specific communities. Any cards that feature references or tribute to cultural heritage, holidays, communities, languages, and history qualify in these categories. These new categories will be judged with a curated rubric, specific to diversity and inclusion.

Additionally, the GCA will honor the artists and manufacturers in these categories with the “Maker of Note” awards. In order to be eligible for the Maker of Note Awards, entrants must self-identify as a member of at least one of the highlighted communities (LGBTQIA+, Latinx, Black, AAPI, and/or Indigenous) and submit a minimum of 5 entries to any combination of award categories. The Maker of Note awards will be given to the maker with the highest average score across all their entries. These awards will honor and elevate the rich diversity of makers and publishers within the vibrant greeting card community.

To encourage participation from underrepresented makers and communities, the first two entries into these new categories will be free of charge. It is the hope of GCA and the Louie Award Committee that these prestigious awards will highlight the remarkable contributions of individuals from underrepresented and diverse communities inside the greeting card industry.

The GCA is also adding two new Special Categories:

  • Celebrating Women – For cards recognizing or paying tribute to women (e.g., cards that commemorate feminism, women’s history, women’s rights, motherhood, and the unique struggles faced by women).
  • Global Greetings – For cards that feature languages that are not English, cards that feature at least one non-English language, or a mix of languages.

Submissions are open to GCA members now and will open to non-members from October 3, 2023, through January 5, 2024. The 2024 Louie Award finalists will be announced virtually on Zoom in mid-February, with the in-person Awards Gala taking place in San Francisco, alongside the *Noted+Gifted Expo, in April.


About the Greeting Card Association

Founded in 1941, The Greeting Card Association (GCA) is the non-profit U.S. trade association serving the greeting card and social expressions industry. GCA represents nearly 200 American and international publishers and industry partners by promoting the tradition of sending greeting cards, helping members grow their businesses, recognizing creativity, and serving the industry and citizen mailer as a voice for media, leadership, and advocacy on industry issues.


Contact: Endsley Eggert
Marketing Manager