Version 1.0 02.05.19 Visual Identity GuidelinesStandard editionThis document will help you understand the basic elements of our identity system. It explains how to use the system and serves as a source of inspiration for you to help us continue building a global brand people love to be a part of.Standard Edition v1.0RememberIt is important you adhere to the content and guides in this document. Resist the temptation to change aspects of the system with which your personal tastes may disagree. Failing to do this will weaken the brand; succeeding will strengthen it. 1.01.11.21.31.3.11.3.21.3.31.3.44.04.14.24.35.05.15.1.15.1.25.1.35.1.46.06.16.27.07.17.27.37.3.17.3.27.3.38.08.12.02.12.22.32.42.52.62.72.83.03.13.23.33.43.53.6IntroductionWho we areDesign principlesSocial coherence modelDisruptAttractEngageJoinColoursOur coloursPrimary coloursSecondary coloursVisualsMain brand imagerySmooothEmotionalSimplifiedTexturesLayoutHeadline placementMarginsTonalityTone of voiceSmooothCustomer centric writingFor merchantsIn customer supportOn socialAssetsKlarna brand packageTrademarksLogotypeLogo lockupSymbolPartnership lockupBadgeAvatarInitiative lockupPlacementTypographyKlarna HeadlineKlarna TextTitlesParagraphsTreatmentAlignmentIndexContentIf you have any questions regarding the content in this guide, or you are unsure if your communications best represents the Klarna Brand, please contact: creative@klarna.com Introduction.1.0To (re)shape the world of finance.Who we are1.1Coming from the tech startup scene, we’re nothing like an old school bank. We actually like our customers; and our 60 million customers seem to like us too. So we’ll keep working together with customers and merchants, to shape the future of shopping and personal finance. Creating a world where expectations are not just met, but exceeded. No matter how fast things keep changing. Who we are1.1Please take part of our full brand story, our brand behaviuoral and what smoooth is in our Brandbook before creating any communication or design. The full version is included in the Klarna Brand Package. Our brandDesign principles1.2Design principles.Social coherence.Klarna has great social skills. We know when to shout and when to whisper. This means we have a confident nuance in our expression. No matter what design decision we take, it should be grounded, allowing us to speak with a coherent and clear voice. Design principles1.2Opposites attract.Like peanut butter and jelly, sometimes odd combinations just work. In our design we always look for these unusual pairings and bold contrasts because they create intrigue and balance. And we love surprising people. Design principles1.2High touch.Klarna is a refined world. From experience to visuals. Even if it looks simple. Our look allows us to be trusted. It acts as the counterbalance to our imagery, giving us a mature feeling. Design principles1.2Simplicity first.Design principles1.2We have a clear identity,...
