Klarna
Klarna corporate brand palette. Klarna's brand is built on an unmistakable signature: Klarna Pink (#FFA8CD), a warm pastel pink that reads as both consumer-friendly and irreverent, paired with Klarna Black on stark white. The 2018 brand refresh by Doberman and Stockholm Design Lab anchored the identity on this single pink — a deliberate departure from fintech blue conventions, designed to read like a lifestyle brand rather than a payments processor.
10 swatches 14 light roles 14 dark roles
Swatches
klarna-pink
#FFA8CD
Signature pastel pink — the defining brand color, used as background fields and primary brand surface.
klarna-pink-deep
#E6739D
Authored deeper pink for hover/pressed states on the primary pink action.
klarna-black
#17120F
Klarna Black — warm near-black used for the wordmark, body text, and high-contrast type on pink fields.
klarna-white
#FFFFFF
Canonical light canvas paired with the pink fields.
klarna-cream
#F5EBE0
Warm off-white used as a secondary surface — softer than pure white, often paired with pink on marketing.
klarna-graphite
#3C3733
Secondary text on light surfaces; a warm graphite that holds the same warmth as Klarna Black.
klarna-gray
#7A716A
Tertiary text and metadata.
klarna-divider
#E5DDD4
Authored hairline divider tone that respects the warm palette.
klarna-canvas-dark
#1A1410
Authored dark-mode canvas — Klarna is light-first; this is an authored inversion.
klarna-surface-dark
#2A211C
Authored elevated surface on dark mode.
Mode role mappings
Light mode (14 roles)
accent
→ klarna-pink accent-hover
→ klarna-pink-deep background
→ klarna-white error
→ klarna-black primary
→ klarna-pink primary-hover
→ klarna-pink-deep success
→ klarna-pink surface
→ klarna-cream surface-elevated
→ klarna-white text-primary
→ klarna-black text-secondary
→ klarna-graphite text-tertiary
→ klarna-gray warning
→ klarna-pink-deep warning-hover
→ klarna-pink Dark mode (14 roles)
accent
→ klarna-pink accent-hover
→ klarna-pink-deep background
→ klarna-canvas-dark error
→ klarna-white primary
→ klarna-pink primary-hover
→ klarna-pink-deep success
→ klarna-pink surface
→ klarna-surface-dark surface-elevated
→ klarna-surface-dark text-primary
→ klarna-white text-secondary
→ klarna-cream text-tertiary
→ klarna-gray warning
→ klarna-pink-deep warning-hover
→ klarna-pink Provenance
- Source
- https://www.klarna.com/us/press/brand/
- License
Proprietary — All Rights Reserved- Attribution
- Klarna Bank AB (publ) — Klarna, the Klarna wordmark, and the Klarna "smoooth" mark are registered trademarks of Klarna Bank AB. The signature Klarna Pink (#FFA8CD) is documented across Klarna's brand-press kit and verified against the deployed klarna.com brand surfaces. Klarna Mono and Klarna Sans are the proprietary corporate typefaces designed for the brand.
- Imported
-
2026-05-18 - Notes
- Klarna's pink (#FFA8CD) is the defining brand element — used as a full background field, as a button fill, and as an oversized typographic ground. The brand also uses stark black-on-white for body and a constrained set of secondary accents. The dark-mode role mapping is an authored inversion for product surfaces.