Brothers Construction Company, Eldfoss ehf., owns trademark of the month

The story of Eldfoss ehf. is reminiscent of a beloved tale, but instead of pigs and a wolf, it features three brothers, each a master in his trade. Founded in 1984 by their father, a construction technician, Eldfoss has grown into a renowned construction company, specializing in surface finishing, renovation, and repairs. Today, it is run by the brothers: Þórður Gísli Guðfinnsson, a master plumber; Andrés Pétur Guðfinnsson, a master carpenter; and Ívar Bergþór Guðfinnsson, a master mason.

The word- and figurative mark of Eldfoss ehf. has been selected Trademark of the Month by employees of the Icelandic Intellectual Property Office. The recognition is notable as it is uncommon for construction companies to prioritize intellectual property rights. The brothers’ dedication to their craft is paralleled by their commitment to safeguarding their brand. Þórður Gísli Guðfinnsson recounts his education in business administration, where a law course emphasized the importance of securing intellectual property rights. This lesson resonated with him, prompting Eldfoss to register their trademark to protect their brand from potential competitors.

The company's logo is a stylised drawing of a waterfall (foss in Icelandic) drawn in a blend of red, and blue, symbolising between fire and water. The red represents enthusiasm and commitment, while the blue signifies water, reflecting smooth communication and project flow. The logo design, chosen through an online competition and refined with a designer, is a testament to their collaborative spirit and attention to detail.

Working together as brothers offers unique advantages. Þórður shares a recent incident where a broken concrete toilet required immediate repairs. With the combined skills of his brothers, the task was efficiently completed—Ívar repaired the walls and tiling, and Andrés laid the parquet. Their mother appreciates having all her sons in the industry, especially when something needs fixing at home.

Looking to the future, the brothers plan to expand Eldfoss further, building strong and lasting structures. Their story exemplifies the importance of family, craftsmanship, and the protection of intellectual property in building a successful business.

The word and figurative trademark Eldfoss (no. V0132833), was registered on April 15, under classes 19 and 37.

The registered trademark of the month is created according to a model of other Nordic intellectual property offices. The aim of presenting one registered trademark each month is to raise awareness of the importance of trademark registrations and promote the Intellectual Property Office's activities. The organization's staff chooses the trademark of the month from a group of newly registered and newly renewed Icelandic trademarks that represent Icelandic products and/or services. The registered trademark of the month should have clear distinctive features, it must not be descriptive, nor must there be a risk of confusion with other marks.