Rising Wave in Maritime Technology – Hefring Marine is the Registered Trademark of the Month

Hefring Marine, recently named Icelandic Innovation Company of the Year 2025, has developed the IMAS® smart boating system, which uses AI and real-time sensor data to improve safety, fuel efficiency and fleet operations for boats and small vessels. The company has registered its trademark both in Iceland and the United States and filed patent applications relating to key IMAS® technologies. Hefring Marine is ISIPO’s Registered Trademark of the Month for November.

The company grew out of research carried out for boatbuilder Rafnar, where measurements showed that passengers on fast boats were often exposed to heavy slamming without the skipper being aware of the impact. These findings led Karl Birgir Björnsson, Björn Jónsson and Prof. Magnús Þór Jónsson to develop a system capable of gathering sensor data on vessel behaviour and giving skippers and fleet managers real-time guidance on safety, fuel use, maintenance and operations.

Daughter of Ægir and Rán

The founders sought a distinctive, non-descriptive brand name and landed on Hefring, one of the nine daughters of Ægir and Rán in Norse mythology. The sisters’ names describe different sea states, and Hefring, meaning “rising wave”, matched the company’s vision perfectly.

The visual trademark is a stylised shield with waves, symbolising safety and the company’s strong connection to the sea.

A Viking-inspired brand-look

Hefring Marine has successfully used subtle Viking imagery in its marketing, supported by the company’s Icelandic origin. The theme resonates especially well in the US market, where many feel a cultural connection to the Nordic countries, and it provides a flexible visual language across different maritime sectors.

Trademark information

The word mark Hefring Marine (V0138844) was filed in June 2025, published on 15 August, and registered on 15 October 2025 in class 42 for various software-related services.

About the “Trademark of the Month”

The initiative, inspired by other Nordic IP offices, highlights the importance of trademark protection and showcases the work of ISIPO. Staff members select a newly registered Icelandic mark that demonstrates clear distinctiveness, strong branding value and an interesting story.