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New Logo and Identity for Klarna by DDB Stockholm



Noted Sep. 21, 2017 by Armin

Industry / Web Service Tags /


(Est. 2005) “Klarna is a Swedish e-commerce company that provides payment services for online storefronts. Their core service is to assume stores’ claims for payments and handle customer payments, thus eliminating the risk for seller and buyer. About 40% of all e-commerce sales in Sweden goes through Klarna. The company has more than 1600 employees, most of them working at the headquarters in Stockholm. In 2014, the company handled about $10 billion in online sales.” (Wikipedia)

Design by

DDB Stockholm

Related links

Klarna brand page
Resumé story

Relevant quote
Being smooth and looking smooth goes hand in hand. That’s why we gathered some of the sharpest designers on the planet and asked them what it would look like if Klarna was a true lifestyle brand. We think the result is something so smoooth it will truly disrupt the industry (and so smoooth it needs three o's). The fact that most would consider this impossible for a bank makes it all the more exciting.

Klarna brand page

Images (opinion after)
New Logo and Identity for Klarna by DDB Stockholm
New Logo and Identity for Klarna by DDB Stockholm
Identity elements.
New Logo and Identity for Klarna by DDB Stockholm
Custom font.
New Logo and Identity for Klarna by DDB Stockholm
Booth at dmexco2017.

Weirdo hero videos used throughout the site.

The old logo looked like a brand of organic milk; I would have never guessed this was a payment processing company. I still would never guess it from the new logo either but at least it has a higher level of refinement and no confusing leaf motifs that would make me question it. The new logo is unsurprisingly geometrically sans serific but the “K” is still nice to look at and it supports better the quirky messaging and attitude of the company — see the pencil going through the jelly video. The identity uses pink as its accent color, which is completely unexpected for a money-related company, and it has a fairly whack custom font that I kinda love to hate but in the grand scheme of Klarna-things it somehow makes sense. For the record, I do hate that font; not only would I not pay for it if it were retail but I would demand financial retribution for having looked at it. Overall, though, there is a clear sense of confidence in the brand that they can pull it all off.

Thanks to Joakim Holmström Zenk for the tip.

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