Diplom-Is changes the logo – VG

To Campaigns says marketing and product development director Anne Borgen Sturød that the company is changing the logo to make the brand ready for the future.

In the new edition of the Diplom-Is logo, the mascot no longer wears a sealskin costume inspired by the indigenous people of Greenland. The outfit has now been replaced with a hat and winter jacket. The mascot’s name “Eskimonika” is also history.

When asked if there has been a motivation for the ice cream giant to remove the indigenous clothes, Borgen Sturød answers that it has been something they have been aware of when the company first had to change the logo.

– We do not want to offend anyone or to use indigenous people in that way, she says to the newspaper.

Earlier this year, several companies in Norway had to answer for the use of indigenous peoples in their brands, and Nortura announced a change of name and logo on Joika cakes.