Brand colors

It all started with Klarna Pink—and it’s been a colorful journey. Discover how our palettes make our brand world brighter.

Primary palette

Centered around the iconic Klarna Pink, our primary palette runs the show in our visual world. Friendly Off White and bold Black help create a balanced, approachable look.

  • Klarna Pink

    HEX #FFA8CD

    PMS 244 C

    CMYK 00/41/01/00

  • Off White

    HEX #F9F8F5

    PMS —

    CMYK 00/00/02/02

  • Black

    HEX #0B051D

    PMS 532 C

    CMYK 90/80/45/60

Primary palette in use

Keep it simple and straightforward. Pair a Klarna Pink, Off White, or Black background with other primary palette colors for a modern, distinctly Klarna look.

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Secondary palette

Our dynamic secondary palette—used mostly for backgrounds—helps us maximize the expression of our primary palette, opening up limitless creative possibilities. 

  • Eggplant

    HEX #2C2242

    PMS 2119 C

    CMYK 90/90/40/50

  • Balloon

    HEX #B798BE

    PMS —

    CMYK 28/42/06/00

  • Herring

    HEX #E4E3DF

    PMS Cool Gray 1

    CMYK 00/00/02/11

  • Sticky Note

    HEX #E6FFA9

    PMS 372 C

    CMYK 11/00/42/00

Secondary palette in use

Our secondary colors are a backdrop to our primary palette and provide extra versatility when highlighting products.

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Approved color combinations

These color combinations help us create rich, lively designs. Secondary colors work as backgrounds for the primary palette that holds the compositions together.

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Color distribution

We’re still a proudly pink brand. Our primary palette takes the lead, with the secondary palette playing an important supporting role across the mid and lower marketing funnel.

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Tints

For the lower marketing funnel—like CRM and our app—
tints provide more options for stretching our primary and secondary palettes. Discover our tints library below.

They shouldn’t be used for large backgrounds or typography.

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Color in context

The Klarna brand is flexible by nature. Depending on the context, we use our brand colors in different proportions, optimized for each situation.

UPPER FUNNEL

Pairing Off White, Black and Klarna Pink backdrops with other contrasting primary palette colors achieves a straight up, distinctly Klarna look.

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MID FUNNEL

Blocks of color from the secondary palette can be used in more informal, functional settings—like in CRM, paid social, and certain areas of Klarna.com.

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LOWER FUNNEL

To push our creative expression, we go bold with full-color backgrounds from our secondary palette—always paired with contrasting colors from the primary palette.

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Misuse

While our color palettes are versatile, please follow these guidelines to make sure we stay consistent and legible.

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    Don’t use any color combinations that aren’t approved above.

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    Don’t introduce new colors outside of our defined color palettes.

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    Don’t use secondary palette colors for typography.

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    Don’t create gradients.

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    Don’t use colors from the secondary palettes for OOH/DOOH formats.

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    Don’t combine colors that create poor contrast.