Image credit: Klarna
Klarna
Topics:
Custom fonts & brand assets
Intentional & strategic creative decision-making
Total brand ownership
Industry:
FinTech, Digital Banking
Klarna is a Stockholm-based, tech-driven financial services company that offers "buy now, pay later" solutions for online and in-store purchases.
Fun Button
Image credit: Klarna
They partner with retailers to offer direct payments, pay-after-delivery, and installment plans. Klarna stands out by "bringing magic to the mundane" – aiming to make daily moments better for customers.
Being Different Pays
Klarna is a unique case. Unlike other scenarios, we highlight Klarna’s solution – a strategy other brands could use.
Like other digital companies, Klarna has huge app and web traffic. With millions of users and monthly views, licensing fees for creative assets could reach seven figures annually. To avoid such costs and simplify global campaign coordination, Klarna invested early in custom typefaces and brand assets. This gave them exclusive ownership, ensured consistent branding, and reduced complexity.
Asset Details
Klarna uses a minimal approach to typography that still feels flexible. They recently worked with leading foundries (Letters from Sweden) and agencies (Nord ID) to create original fonts, including Klarna Title for headlines and Klarna Text in multiple weights. Additionally, they chose to "internationalize their typography stack" by pairing a proprietary typeface with system fonts (Arial, Times New Roman, Impact) installed on all computers.
Examples - Ads, Social, Partnerships, Products
Still from a Klarna commercial: Score Like a Legend
Online Presence + Reach
Stats as of April 2026
Employees Worldwide
What Would You Ask if You Knew the Answer Was Yes?
Klarna exemplifies this – they make deliberate choices and fully understand each brand element. That deep knowledge empowers strong decisions. By creating a custom typeface and using system fonts, Klarna’s bold approach stands out.
Are they on the path to brand excellence? As the Swedes would say, 'ja’.
estimated annual creative licensing savings
total ownership over all brand-related assets
a deep appreciation for brand creative and experience that is felt by their cusomters
Strikingly Relevant
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