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Klarna brand guidelines

Klarna's brand portal outlines visual identity, tone of voice, and brand principles with audio versions and bold editorial styling.

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Klarna guidelines: Klarna brand guidelines
Klarna brand guidelines Captured 15 Sep 2026

Klarna guidelines homepage showing hero imagery with a pink hot-air balloon and entry navigation.

Klarna guidelines: Our brand Our brand
Our brand Our brand Captured 15 Sep 2026

The Our Brand section detailing Klarna's Curiously Bold personality and creative principles.

Klarna guidelines: How we speak How we speak
How we speak How we speak Captured 15 Sep 2026

The How We Speak page presenting voice attributes, discouraged tones, and copy rewrites.

Klarna guidelines: How we look How we look
How we look How we look Captured 15 Sep 2026

The How We Look page highlighting brand colors, typography, layout, art direction, and mockups.

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Freedam's take

I love seeing how much personality Klarna packs into their brand space. The entire experience revolves around their Curiously Bold positioning, leaning heavily into their signature pink. What immediately caught my eye was the Play audio version pill button placed directly on the key guide pages, which makes the rules feel unusually conversational. They do an exceptional job articulating tone, using crossed-out negative examples and explicit copy rewrites to guide writers away from jargon. It feels less like a dry corporate mandate and more like an energetic design magazine.

At a glance

Sections
Our brand · How we speak · How we look · Brand colors · Typography · Layout · Art direction · Motion
Tone
Bold, expressive, and distinctly pink with an offbeat tone.

What I noticed

  1. A 'Play audio version' button appears on key pages including the homepage, 'Our brand', 'How we speak', and 'How we look'.1234
  2. The 'How we speak' guide features a section titled 'OUR VOICE IS NOT' displaying negative traits like Gloomy, Divisive, and Arrogant crossed out with pink lines.5
  3. Copy guidance includes an 'INSTEAD OF... WE SAY...' section that presents full-sentence rewrites replacing jargon with plain alternatives.67
  4. The core brand personality is established as 'Curiously Bold' alongside creative principles such as 'Offbeat optimists' and 'Strikingly relevant'.89

Numbers refer to the screenshots above.

What I could not see

  • No downloadable assets or files were observed across the captured pages.
  • Search functionality details could not be verified beyond the icon shown in the top navigation.

Ideas to borrow

  1. Pairing voice and tone guidelines with side-by-side 'instead of / we say' sentence rewrites makes editorial rules immediately actionable for copywriters.67
  2. Offering an audio playback option directly alongside guideline copy makes identity standards accessible in an engaging, spoken-word format.12

Reviewed on 18 October 2026. Request a correction · I built this

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While Global Payments organizes core asset downloads directly on its overview page, Klarna focuses primarily on high-level narrative rules and editorial copy examples without visible download links. Unlike Apple Pay's channel-specific marketing rules and zip archives, Klarna highlights brand personality principles and verbal rewrites.