# Klarna new logo (2024)

> Klarna launched a new logo in Apr 2024, designed by Klarna in-house. Brand refresh with two custom typefaces.

## Key facts

- Brand: Klarna
- Launched: Apr 2024
- Studio: Klarna in-house
- Typeface: Klarna Title and Klarna Text
- What changed: Brand refresh with two custom typefaces.
- Industry: Fintech
- Logos: https://rebrandlog.com/rebrands/klarna/before.svg (before), https://rebrandlog.com/rebrands/klarna/after.svg (after)

## The rebrand, explained

Klarna, best known for helping pioneer buy now, pay later as an alternative to traditional credit, and not without its critics, refreshed its brand in April 2024. The biggest change was type.

The headline is a pair of custom typefaces. Klarna Title is the headline face, which Klarna's guidelines describe as packed with offbeat energy. Klarna Text is the workhorse, available in several weights and designed to read easily at small sizes on screens and in print. The wordmark was redrawn to feel more modern and to match the new type. A revamped motion identity reimagines familiar digital moments, with the main logo animation inspired by the push of a button.

The pink, introduced in Klarna's 2017 rebrand, stayed untouched, balanced with off-white and black and a secondary palette of purples, gray and green. Copy and storytelling director Flo Wales Bonner told Creative Review that the voice and visuals were developed together around a curiously bold personality, straight-talking about money but witty. The logo animation is inspired by pressing a button, photography is by Guillaume Blondiau and illustration by Animade. Klarna's David Sandström said in his launch post that design and craft had always been part of Klarna's DNA.

The refresh was led by Klarna's in-house team, working with an outside type foundry on the typefaces.

Most reaction was positive, though some on LinkedIn missed the old logo's full stop and styling.

Creative Review added detail on the in house refresh. The personality brief was curiously bold, with tone of voice and visuals developed together so both would feel offbeat yet direct about money. The pink introduced in 2017 stayed, balanced by off white and black, with purples, gray and green in support. A headline face and a text face were drawn with an outside foundry, the wordmark was redrawn to match, and the logo animation was inspired by pressing a button. Keeping the pink was the obvious call; disciplining everything around it is where the work shows.

This is a disciplined update for a brand whose recognition comes from its color and its checkout buttons. The custom type gives Klarna more personality in headlines without hurting legibility in the product, which matters for a company that lives inside other people's checkout pages. Nothing here changes how Klarna is perceived. That is a question for its business model rather than its design.

In short: Good type, steady hands; the brand problem is not a design problem.

## Other rebrands of Klarna

- [Klarna (2017)](https://rebrandlog.com/rebrand/klarna-2017/) Sep 2017

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_klarna_done_in_house_2024.php
- https://brand.klarna.com/typography
- https://www.creativereview.co.uk/klarna-brand-refresh/

## Cite this

Rebrand Log, "Klarna new logo (2024)", https://rebrandlog.com/rebrand/klarna/, last updated Oct 20, 2026.