It is embossed, raised printing used for personalization of cards. The symbols come up following the method of the old typewriters, but this is made on the back of the card, so that embossment is visible on the front.
The symbols are coloured by the so-called „topper“, whose colours could be black, metallic silver and metallic gold.
Indent printing is another type of embossment. Its difference is that the symbols are sunken. It could also be coloured.