Klarna Docs - Essentials


Our assets should not be altered in any way. Their orientation, colour, and composition should remain precisely as indicated in these guidelines — with no exceptions.

  • Don’t try to replicate Klarna branding. Make it clear that your brand is the sender by using your own visual identity (imagery, font, brand elements) and style.
  • Be sure to include the Klarna marketing badge or Logotype, not the payment badge.
  • Keep it short, clear, simple and informative.
  • Use our approved messaging to avoid misinterpretation of products and terms
  • Use our approved "plug and play" downloadable assets where appropriate.
  • Keep it factual.
    Highlight the payment option you offer, but be sure to be clear, fair and not misleading. Don’t lose a customer because the payment instructions were too complicated. Make it clear what you are offering.
  • Use approved messaging.
    Keep your unique tone and style when speaking to your followers, but stick to our approved messaging to avoid misinterpretation of terms.
  • Upstream too.
    Be sure to include Klarna throughout your site - before the shopper even gets to the checkout. Doing this will help make it clear that Klarna is the lender. Use our on-site messaging tool to create your landing page so Klarna can keep the FAQs updated.
  • Be sensitive to the situation.
    Consider what is going with your customers and in the wider market as a whole. Use this knowledge to decide how you promote and market Klarna in all your channels. One message does not fit all circumstances.
  • Make sure your ads are socially responsible to consumers and society.
    Avoid giving the impression that the product will help solve wider financial difficulties or concerns.
  • Avoid using icons only.
    Guide your customers through simple numbered steps instead, so they know exactly what to do next. 
  • Don't overcomplicate it.
    Prioritise clarity. Your customers will appreciate it on their way to the checkout. 
  • Don't encourage debt.
    Do not encourage shoppers to spend outside of their means. Using phrases such as ‘strapped for cash?’‘don’t wait until payday’ or ‘broke AF’ are unacceptable and irresponsible.
  • Don’t exaggerate the benefits.
    Don’t embellish or provide personal opinions about finance products. Avoid using phrases such as “the better way to pay” or “the best way to pay” that may be perceived as giving financial advice.