Iceland continues to be a favourable market for brand owners. New businesses are emerging, trademark applications are on the rise and the country’s practitioners are relishing the varied work crossing their desks. Following the EUIPO’s recent invalidation of the ICELAND mark – of which more below – local businesses are enjoying a clearer path to registering their trademarks at an EU level – the landmark decision also sets boundaries as to the geographical origin of goods and services. Overall, the outlook for the country’s IP scene is positive.


Arnason Faktor 

Dynamic IP boutique Arnason Faktor is there every step of the way when it comes to establishing, securing and protecting a brand. It is home to a team of dedicated trademark administrators, attorneys and attorneys at law with rich experience of acting before the local authorities, as well as, WIPO and EUIPO, and who feel comfortable handling matters with international ramifications. Mainstay litigator Ásdís Magnúsdóttir recently made headlines for her superb work acting on behalf of the Icelandic government when she succeeded in invalidating the EU registration of Iceland Foods Limited, whose active opposition was affecting local companies trying to register their marks at the EU level. The practice leader has over two decades of experience, which includes a stint at the Icelandic Intellectual Property Office (ISIPO).

LEX Law Offices 

LEX Law Offices has stood at the forefront of the nation’s IP scene for over three decades. The one-stop shop is a force to be reckoned with and has recently expanded its already robust prosecution offering by acquiring GH Sigurgeirsson Intellectual Property, one of the largest trademark agents in the country. In Erla Árnadóttir, the team has a font of insight and analysis when it comes to large-scale litigation. The Supreme Court attorney has been flexing her enforcement muscles since 1984 and recently assisted the Handknitting Association of Iceland to retrieve its domain name and halt the illegal use of its trademark. She co-heads the practice with Hulda Árnadóttir, who garners effusive feedback. “Hulda is an indomitable defender of her clients’ interests and navigates them through pitfalls with her exceptional insight; she has a granular understanding of trademark issues in the United States too. She is professional, efficient and deserves the highest of recommendations.” Of late, she has been representing Coca-Cola European Partners and managing the portfolio of Mjólkursamsalan ehf, Iceland’s largest dairy producer, alongside senior associate Maria Kristjansdottir. “Maria is really enjoyable to work with and impresses with her consistently high level of service across the board; she is responsive, business conscious and delivers work in a quick turnaround.”

LOGOS Legal Services

Clients of full-service firm LOGOS can tap into an exceptional pool of talent and international resources. It is the exclusive Lex Mundi network member firm in Iceland and has a well-established presence in London as of 2006, ensuring that its patrons have access to the services necessary to safeguard their brands on the world stage. Seasoned commercial lawyer and IP veteran Árni Vilhjálmsson has seen every type of trademark conundrum there is and leaves no stone unturned in enforcement scenarios. “Fantastic litigator and keen problem solver” Áslaug Björgvinsdóttir is another smart choice.

Sigurjónsson & Thor 

“Sigurjónsson & Thor is best in class for prosecution, litigation and dispute resolution. It dishes out excellent strategic advice, files swiftly and does well in high pressure situations.” A perfect example of this is the side’s recent success at the ISIPO on behalf of Ferrero, where it managed to overturn an unfavourable decision regarding the 3D trademark protection of its packaging. “Exceptional attorneys” Valborg Kjartansdóttir and Magnús Hrafn Magnússon were the masterminds behind the operation. In the words of one enthusiastic client: “We can sleep soundly knowing they are working on our cases; they are super productive and able to achieve the desired outcome in a cost-effective way.” Kjartansdóttir boasts over 30 years’ courtroom experience and has helped to shape the legal landscape during her time on the board of the Association of Icelandic Trademark and Patent Agents. “Hrafn Magnússon is an important ally to those wanting to build new brands. He is an amazing analyst who provides in-depth solutions at blazing speeds as well as a skilful negotiator who can remove any obstacle, allowing his clients to proceed unimpeded. To top it off, he is extremely well connected in the trademark world.” The final pillar of the practice is Magnús Haukur Magnússon, a Supreme Court attorney who shines when confronted by a knotty dispute.

Tego IP Attorneys

Operating like a well-oiled machine, Tego IP Attorneys registers marks efficiently, enforces them with panache and obtains the maximum return for clients on their assets through IP-rich transactions. The dynamic outfit may be compact but it punches well above its weight in hard-hitting disputes thanks to Lovísa Jónsdóttir. The versatile practitioner has been fighting the good fight for major brands in the pharmaceutical and clothing industries since 2003.