Hex & Bin are the extensions representing the type of file.
FileName.hex is the file in Hexidecimal Format and FileNmae.bin is the file in Binary Format.
They same may be shown with different format.
There are alot of programs to convert different formats such as Hex2Bin & Bin2Hex etc.
Gold Card normally consist of Flash 16F84 microcontroller & 24C16 eeprom.
The data file for Flash is normally in Hex. format & data file for eeprom is normally in Bin.