Swedish Tech Bank Klarna Launches “Smoooth” Brand

Last year, Klarna launched the “Smoooth” campaign with a series of award winning and critically praised advertisements showing just how smooth payments should be. Now Klarna takes the next step by fully implementing the concept of “Smoooth” across all aspects of the brand. This includes not only a new logo, graphic identity and checkout touch-points but towards a completely new user experience – transforming rational payment transactions into an emotional shopping experience for consumers.

Ice-cream melting on warm car hoods, shampooed long-haired dogs and pencils being pushed into huge jelly pastries. Klarna‘s new identity is definitely not your average bank speaking.

“We are on a journey to transform Klarna from a traditional payment provider to a stronger consumer brand. Our new identity is more modern and expresses our focus on the consumer experience, innovation and simplicity in payments. It’s time for a new kind of bank.” Sebastian Siemiatkowski, CEO of Klarna

This is not only an update of the visual identity of Klarna but also changing the way consumers interact with the company. The concept of “Smoooth” will be evident when watching an ad or pushing a button to pay in the Klarna app. Every Klarna touchpoint has a new unique graphic and will be  smarter and more intuitive. That will ensure a better user experience for consumers, but will also support in driving growth, conversion and consumer loyalty for all  Klarna merchants.

There are three intuitive ways to shop with Klarna:

  • Pay now. – Pay directly at checkout. No credit card numbers or passwords to remember.
  • Pay later. – Try first, pay later. Klarna lets you have 14 days or more to decide if you want to keep your goods or not.
  • Slice it. – Get all your payments on one invoice and choose how much to pay each month.

As of today, Klarna has released all touchpoints that can be updated automatically, and over the coming months will continuously roll out “Smoooth” updates to the touchpoints of all merchants.

Klarna’s new logo, icons and examples of graphical assets are available here . Klarna’s new homepage is available here .

Klarna is one of Europe’s largest banks, providing easy to use payment solutions for 60 million consumers and 70.000 merchants working seamlessly across borders. The company was founded in Sweden 2005 and is today active in 18 markets driven by more than 1500 employees. Klarna offers direct payments, pay after delivery options and installment plans in a smooth and safe one-click purchase experience that lets consumers pay in a simple way when and how they prefer to. The company assumes both credit and fraud risk for merchants and consumers throughout the full customer journey. Klarna wants to be a driving force in transforming retail banking by bringing the customer back into banking.