Klarna Brand Guidelines

This document is Klarna’s Visual Identity Guidelines (Standard Edition), outlining how to maintain consistency and strength in the brand’s communication. It defines the company’s design principles, colour palette (with Klarna Pink as the hero), typography, imagery styles, tone of voice, and layout rules. The guide introduces Klarna’s “Smoooth” philosophy and explains how it should be reflected across touchpoints, from advertising to product interfaces. It also details trademark usage, logo lockups, partnership treatments, and asset management, ensuring that every element—visuals, copy, and layouts—work together to build a distinctive, confident, and globally coherent brand identity.