8 types of trademarks you can register

12. June 2026Trademarks

Most of us think of a trademark as the name of a company, product or service, or a logo. But registration can secure exclusive rights to many different types of trademarks. Here are eight types of trademarks that can be registered. Which type would suit you?

The name of a company, product or service – So-called word marks, consisting of a single word or a combination of words, are generally considered to provide strong protection. One advantage of a word mark is that it retains its value even if the logo is changed.
Logo – Logos, or figurative marks, may be what people associate most strongly with a trademark. Registering a logo prevents others from using the same or a similar mark for comparable goods or services.
Name and logo combined – The most common registration among Icelandic companies is the combined word and figurative mark. It should be noted that in such cases, it is the overall impression of the registered mark that enjoys protection.
Slogans – Not only individual words but also full sentences can be registered as trademarks. It is important, however, that such sentences are not descriptive of the goods or services in question. Common words or phrases that others operating in the same sector need to be able to use to promote their own goods and services cannot be registered.
Colours – Colours and colour combinations can be registered as trademarks if they are distinctive. As with trademarks in general, the colours must not be descriptive. It is unlikely, for example, that the colour green could be registered for fertiliser or grass seed.
Sounds – Considering how strongly consumers associate certain sounds and jingles with particular companies, products or services, it is remarkably rare for such sounds to be registered as trademarks in Iceland. How many advertising jingles can you whistle?
Patterns – Patterns can be registered as trademarks, and the patterns on designer bags such as Louis Vuitton and Gucci are registered trademarks.
Distinctive appearance – The distinctive appearance of a product or its packaging can be registered as a trademark. The distinctive shape of Toblerone chocolate, for example, is a registered trademark.

Registration is a simple but important investment that can make all the difference when building a brand.