Isbjörn of Sweden, which offers outdoor and ski clothes for children and teenagers, is launching a new brand profile. The Swedish flag is gone, the font has been modernized and the symbolic polar bear has been replaced with a figure symbolizing energy and joy. The new profile will be launched gradually throughout 2019 in an effort to save resources. This means that for the next year, customers will find products with both the old and new profiles. The company has also taken the opportunity to reorganize its public relations, switching from a Swedish agency to a global one. East River in London will be responsible for external communication internationally