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The Diplom-Is logo figure now changes clothing from a sealskin suit to a hat and winter jacket with no associations with indigenous peoples.
For Kampanje, the director of marketing and product development, Anne Borgen Sturød, says that the company is changing the logo so that the brand is 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 peoples of Greenland. The outfit has now been replaced by a hat and winter jacket. The name of the mascot “Eskimonika” is also history.
When asked if there has been a motivation for the ice cream giant to shed indigenous clothing, Borgen Sturød responds that it was something they were aware of when the company had to change the logo for the first time.
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– We do not want to offend anyone or use the indigenous in that way, he tells the newspaper.
Earlier this year, several Norwegian companies had to answer for the use of indigenous peoples in their brands, and Nortura announced a change of name and logo on Joika cakes. (© NTB)
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