Possibility for non-traditional trademarks

Hulda Árnadóttir and María Kristjánsdóttir managers of GH Sigurgeirsson Intellectual Property (GHIP) were interviewed in the Icelandic newspaper Fréttablaðið today. In the interview, they discuss among other things recent changes to trademark laws in Iceland, one of the main changes is that registration for so-called non-traditional trademarks is now possible.  They also discuss the impact of the pandemic on trademark registration and point out the importance of companies learning what requirements trademarks must fulfill in order to be registered and protected. They also mention the sharp increase in the number of companies and owners of well-known brands taking a stand on political matters and the demand from consumers for a sustainability policy, which has become louder.