It is business as usual on the Icelandic trademark scene: filings are ticking over nicely and practitioners are enjoying a steady stream of work from local and international businesses. However, competition on the market is also heating up as firms are pressured to revise their pricing models in the race to win tenders. As a result, they are vying to bring added value to their services and set themselves apart from their rivals. There have also been several discussions following a few high-profile court rulings on distinctiveness and generic marks. Regarding the former, the Supreme Court’s revocation of the TOPPÍS mark in Kjörís ehf v Emmessís ehf ended a longstanding skirmish between two ice cream manufacturers and shed further light on the subject. Regarding the latter, the Board of Appeal highlighted the strict requirements for proving the genericisation of a registered mark in the PÓLÝHÚÐUN dispute. This will hopefully add further clarity on the matter and serve as guidance for rights holders when registering a company name.


Arnason Faktor 

The highly specialised offering of Icelandic IP law pioneer Arnason Faktor attracts patrons from all corners of the globe. Its vibrant team of trademark administrators, attorneys and lawyers provides unwavering support throughout all phases of the brand lifecycle and plays a key role in building up companies’ corporate identities. It gets fantastic results before the Icelandic Intellectual Property Office (ISIPO) as well as the EUIPO and WIPO, and also shines in the courtroom. Leading by example, Ásdís Magnúsdóttir is a contentious heavyweight with several landmark cases under her belt and has previously acted for the country’s government too. Alongside her contentious practice, Magnúsdóttir is an adjunct professor at the University of Reykjavik, where she shares her two decades of wisdom with students.

LEX Law Offices 

The “reliable, highly professional and efficiently managed” LEX Law Offices has been setting the standard for excellence in client care since its establishment. It has lately been going full steam ahead in prosecution and enforcement, with domestic and internationally renowned brands such as Reykjavik Excursions, Swatch, Vodafone Iceland and Iceland Dairies all relying on its precision portfolio management. Propelling LEX to great heights are Erla Árnadóttir and Hulda Árnadóttir. One of the nation’s foremost IP experts, the Supreme Court-admitted Erla has 37 years of experience to draw on; while Hulda brings additional firepower and a keen strategic eye to the table. She is currently representing oil trader Oliuverzlun Islands in three cases before the ISIPO and delivers the full range of services for Reykjavik Energy. Assisting her on the latter is the “extremely attentive, prompt and incisive María Kristjánsdóttir. She instils a sense of calm and confidence, even when significant hurdles seem insurmountable. Maria never lets you down and is fully transparent when it comes to costs and results”.

LOGOS Legal Services

Intellectual property is a central pillar at full-service LOGOS. In hot demand for due diligence and licensing mandates, the set has been on a sterling run of form in trademark litigation, while also expanding its data protection practice. Árni Vilhjálmsson and Áslaug Björgvinsdóttir recently went out to bat for popular local ice cream manufacturer Emmessís at the Supreme Court, concluding a four-year dispute over distinctiveness and proof of use. A tenacious enforcer of rights, senior statesman Vilhjálmsson is a renowned member of the IP and business community and has held several boardroom positions. Fellow courtroom ace Björgvinsdóttir has also been exceptionally busy this year, litigating on behalf of The Icelandic Steamship Company at the district court.

Sigurjónsson & Thor

Lean and nimble boutique Sigurjónsson & Thor punches well above its weight across the spectrum of brand protection. Its lawyers are heavily invested in every case and know every fact off by heart, thanks to the countless hours of facetime they put in and their laser focus on quality. Clients appreciate their “prompt response times, swift service in demanding situations and excellent strategic advice”. The side recently put in a polished performance at the ISIPO on behalf of Banana Republic, where Valborg Kjartansdóttir ensured that the client successfully secured its rights and avoided a lengthy dispute as well as significant costs. Kjartansdóttir’s commercially oriented strategies, level-headedness and unfaltering commitment to the cause have won her a loyal following of A-listers. She often links up with Supreme Court litigator Magnús Hrafn Magnússon, who receives glowing praise from foreign correspondents: “Diligent and hardworking, Magnús has impeccable attention to detail and provides in-depth analyses at blazing speeds. He is a top-tier practitioner who gets excellent results through persuasive negotiation and argumentation.” Completing the all-star line-up is Magnús Haukur Magnússon, an avid problem solver who will never settle for less. The tried-and-tested litigator has also served on the board of the Association of Icelandic Trademark and Patent Agents since 2007.

Tego IP Attorneys

Under the robust leadership of founding partner Lovísa Jónsdóttir, Tego IP designs comprehensive and sophisticated strategies for companies looking to protect their brands and increase their market share. Jónsdóttir has taken food, fashion and pharmaceutical clients under her wing, ensuring that their commercial objectives are met through careful filing and calculated enforcement measures.