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.