Layout
Klarna’s smart, responsive and distinctive grid system gives structure to our bold brand expression.
OVERVIEW
Klarna layouts are built around our flexible, adaptable grid system. The system is designed to present content with clear impact no matter the format or context, to create a cohesive Klarna look.
Grid system
The grid system helps us easily organize and structure our content—from visual elements to typography—to create striking compositions.
Setup
Our standard margin for layouts is 6% of the shortest side. In special cases where the scale is bigger and the layout needs more space, we can use a double margin of 12%. Gutters are always half of the margin size.
Generally, the trademark width should be 1/3 of the format’s shortest side, but it can be 1/2 or 1/4 if needed.
Standard formats
Our bold standard layout formats give our designs a distinctive Klarna feel.
0Type-only layouts
Go all out in copy-led layouts. Scale headlines as big as possible, and maybe add a playful touch by offsetting a word or line to create tension.
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Image layouts
Let our Curiously Bold visuals shine in these crisp, eye catching layouts—where we take care never to crop or stretch imagery. Use a 1:1, 4:3, or 5:4 image for this format, scaled edge to edge.
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Color use
Stick to our primary palette colors for standard formats. An Off White background is preferred, but you can occasionally switch it up for Black, or Klarna Pink, for extra impact and contrast.
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Bespoke formats
Super small? Extra wide? Though we prioritize our standard formats, some scenarios need a different approach. In these cases, we box and flip our wordmark to maximize space.
Bespoke formats in use
Stacking copy and the logo can be challenging in narrow layouts. To give our messaging maximum space, we put our logo in a pink block, flipped vertically.
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Paid media and CRM
The Klarna brand is flexible and versatile. But we always take context into account, optimizing layouts for our channels.
0Frames
In mid and lower funnel marketing, frames can be used to contain content and give our designs variety.
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Paid media
Block layouts help us avoid putting text directly over imagery. When promoting a brand or product, choose a clean Off White background, paired with bold and playful typography.
CRM
We blend full-bleed imagery with assets and brand shapes in CRM, using secondary palette colors.
0Misuse
Our brand needs to follow our layout guidelines to appear cohesive. Please avoid the following.
0Don’t oversize or flip the logotype the wrong way.
0Don’t left-align or stretch the flipped logo.
0Don’t break the margins.
0Don’t undersize the logotype.
0Don’t place graphics on imagery.
0Don’t use secondary palette colors in large layout formats.