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Use the Flexible Grid System to Structure Content

The flexible grid system employed by Klarna is designed to be responsive and distinctive, ensuring that layouts can adapt to different screen sizes and formats. By adhering to a standard margin of 6% of the shortest side, Klarna creates a clean and organized look that enhances the overall visual impact. Special cases allow for a double margin of 12%, which provides additional breathing space for content when necessary.

Gutters, being half the size of the margin, further enhance the layout’s clarity and structure. This thoughtful spacing allows visual elements to breathe and prevents overcrowding, which can be a common issue in design. Whether it’s a type-led layout or an image-led one, the grid system keeps everything aligned and visually appealing, making it easier for users to engage with the content.

Apply Standard and Bespoke Layout Formats

Klarna offers a variety of standard and bespoke layout formats that cater to different design needs. The standard formats reflect a bold and distinctive style that is synonymous with the Klarna brand. These layouts can be type-led, emphasizing headlines in a large scale or image-led, featuring carefully curated visuals that maintain their original aspect ratio without cropping or stretching.

Bespoke formats are ideal for specialized situations, like super small or extra wide layouts. In these cases, the brand's wordmark can even be flipped vertically and placed inside a vibrant pink block for a fresh twist. This flexibility ensures that, no matter the content type or layout size, the design remains cohesive and true to the brand. As a result, designers can easily create eye-catching compositions.

Incorporate Klarna’s Icon System for Visual Consistency

Icons are an essential part of Klarna's design language, adding a layer of visual consistency that complements the overall aesthetic. The icon style features unique line designs that are bold and characterful, with smooth flowing lines that align neatly with the Klarna Sans typeface. This ensures that both text and icons work harmoniously together, enhancing readability and user engagement.

With an extensive library of over 200 UI icons and larger illustrated icons, Klarna provides designers with ample resources to enrich their layouts. Many of these icons are animated, which brings a lively and engaging presence to the app and other digital touchpoints. By adhering to the established style guide for icons, designers can maintain brand integrity while also adding a playful element to their work. This thoughtful integration of icons helps to create a unified visual experience that resonates with users and reinforces Klarna’s brand identity.

Adopt the Curiously Bold Brand Personality

First off, adopting the Curiously Bold brand personality means infusing your designs with a sense of optimism and creativity. Klarna’s brand isn’t just about being loud; it’s about being distinctive and engaging. Think of it as adding an unexpected twist to the ordinary, which is precisely what the brand stands for. This means that your design choices should evoke feelings of curiosity and excitement, inviting users to explore what Klarna offers. The visuals should be striking yet approachable—think friendly and quirky. When you’re designing, ask yourself: Does this feel like a fun conversation with a friend, or does it lean too much into the mundane?

Follow Creative Principles for Visual and Verbal Expression

Let’s take a look at the creative principles that shape Klarna’s visual and verbal identity. These guidelines are designed to convey a clear message while keeping the brand's playful nature intact. For example, the concept of being "offbeat optimists" inspires us to find joy in the little things in life. This might be reflected in photography that captures ordinary moments with a touch of whimsy or in typography that brings a smile to our faces. It’s also essential for your designs to feel relevant and meaningful, capturing the essence of the moment while challenging traditional norms. Embracing a minimalist style can help cut through the distractions of our busy world. As you create content, keep these principles in mind; they’ll ensure you stay true to the brand’s spirit.

Maintain Color and Typography Standards

Let’s not forget about color and typography, which are essential for maintaining Klarna’s brand identity. The color palette primarily features the primary colors, with Off White serving as a preferred background that offers a fresh and clean look. You can use occasional pops of Klarna Pink or Black to create contrast and draw attention to key elements. Typography is just as important; it should embody the Curiously Bold personality by enhancing headlines to make a strong impression while still being easy to read and welcoming. Pay attention to how you combine these elements. They need to work together to establish a cohesive appearance that reflects Klarna's playful yet sophisticated character.

By following these guidelines, you’re not just designing, you’re becoming part of Klarna’s vibrant story. As you create, let that Curiously Bold spirit shine through. It’s all about crafting experiences that delight and engage, ensuring that every interaction is memorable.

Apply Motion Principles for Cohesive Animation

Klarna's motion principles focus on three key ideas: simplicity, purposefulness and playfulness. By embracing the Simple principle, the aim is to create clarity and balance in animations. This means avoiding clutter and ensuring that every motion choice contributes to the storytelling of your design. Purposeful motion adds depth, incorporating elements like anticipation and rhythm to create a seamless flow. Adding playful twists can also surprise users, making their interactions feel vibrant and enjoyable.

When you blend these principles effectively, your animations not only look good but also guide users through their journey, making it feel intuitive and engaging. Think of your animations as little breadcrumbs that lead users to their desired destination, ensuring they feel in control while enjoying a visually rich experience.

Use Standard and Basic Motion Formats Appropriately

Klarna provides two primary motion formats: Standard and Basic. The Standard format typically lasts between 2 to 3 seconds and is widely used for most animations. It's effective for making a strong impact without overwhelming viewers. In contrast, the Basic format is designed for quick interactions, lasting only 1 to 2 seconds. This makes it ideal for scenarios where speed matters, such as notifications or brief transitions.

Knowing when to use each format is key. Standard animations can set the tone and provide context, while Basic animations can deliver quick, satisfying moments that keep the experience flowing smoothly. By navigating these formats skillfully, you can maintain Klarna’s signature look and feel while ensuring that your animations resonate with users.

Incorporate UI Animations with Material 3 Easing

UI animations at Klarna are primarily guided by the Material 3 Standard easing set. This approach not only aligns with contemporary design practices but also injects a sense of natural movement into your interactions. Think of easing as the way an animation speeds up or slows down, creating a more organic feel. By using these easing variants—standard, accelerate, and decelerate—you can create a sense of fluidity and responsiveness in your UI elements.

For instance, consider how a button might gently bounce when clicked or how a menu might smoothly slide into view. These subtle touches can greatly enhance user satisfaction, making their interactions feel more engaging and less mechanical. By incorporating these UI animations, you not only adhere to design guidelines but also create a delightful user experience that feels both familiar and innovative.

Prevent Layout Misuse and Maintain Brand Integrity

One of the keys to ensuring that your designs resonate with Klarna's bold identity is adhering to the established layout guidelines. The grid system is designed not just for aesthetics but for functionality as well; it organizes content in a way that enhances clarity and impact. Misusing the grid like oversizing elements, breaking margins or stretching the logo can lead to a chaotic and unprofessional appearance.

It's also important to remember the role of the trademark. Typically, it should occupy about a third of the shortest side of your layout, but there are times when you might need to tweak that. However, straying too far from these specifications can weaken your design’s alignment with Klarna’s brand voice. Each element plays a part in the overall composition, so sticking to the guidelines fosters a cohesive look that speaks to the brand's identity.

Steer Clear of Animation Misuse

When it comes to animations, the same principle applies. Klarna has set specific motion principles to guide animations, which help maintain a cohesive visual narrative. Overusing complex transitions or employing animations that don’t align with these principles can detract from the storytelling aspect. For instance, while playful motion can enhance engagement, it must be used judiciously.

Avoid using things like animated gradients or excessively stretched typography, as they can disrupt the viewing experience. Instead, think about how animations can complement the content without overshadowing it. Keeping animations simple and relevant helps you align with Klarna’s branding while ensuring that the message stays clear and prominent. As you design, remember that sometimes less really is more when it comes to motion and finding that right balance makes a big difference.