The Trademark of Mosfellsbær – Afturelding is January's Registered Trademark

The town of Mosfellsbær has long been known for its rich cultural and sporting heritage. The town has produced notable Icelanders such as Halldór Kiljan Laxness and Steinþór Hróar Steinþórsson, and is home to well-known local products like Álafoss wool and spiced bread. Over the years, Mosfellsbær has evolved, growing into a vibrant community with nearly 14,000 residents, making it Iceland’s seventh-largest municipality. A key part of its identity is its dynamic sports culture, embodied by Afturelding, the town’s leading sports club.

Afturelding was founded in 1909 to provide a platform for social engagement in the rural farming community. Today, the club has grown significantly, offering a wide range of sports for all ages. Traditionally known for its handball and football teams, Afturelding now supports disciplines such as volleyball, badminton, gymnastics, athletics, cycling, karate, swimming, taekwondo, and most recently, basketball. The club’s influence has expanded beyond sports, becoming an integral part of the town’s identity. Recognizing this, Afturelding recently took an important step to protect its brand by registering its name and logo as trademarks with the Icelandic Intellectual Property Office (ISIPO).

Securing Afturelding’s Identity

Einar Ingi Hrafnsson, Afturelding’s managing director, saw trademark registration as a necessary step in strengthening the club’s future: "Afturelding is one of Mosfellsbær’s strongest brands and a valuable asset to the community. When I took over as managing director in May last year, I was surprised to see that the club’s trademarks hadn’t been registered. Given our growing influence, I felt it was important to secure them."

With Mosfellsbær’s rapid population growth, Afturelding’s operations have expanded significantly. The club now has around 2,000 young athletes, many of whom proudly wear the Afturelding logo on their jerseys every day—in schools, at home, and at sports events across Iceland. A unified design for the club’s football, handball, volleyball, and basketball jerseys has strengthened its brand presence, making trademark protection even more relevant.

Afturelding in Popular Culture

Beyond sports, Afturelding has also gained attention through Icelandic media. In 2023, the Icelandic national broadcaster RÚV aired the television series Afturelding, which told the story of a former handball star who reluctantly takes on coaching the club’s women's team. The show was well-received and brought further recognition to the Afturelding name. Einar welcomes this attention: "We support all initiatives that bring positive exposure to the club. Trademark registration isn’t about setting up barriers—it’s about making sure we have control over our own brand and its future."

From Local Football to the Besta Deildin

Afturelding made history in 2023 when its men’s football team secured promotion to Iceland’s top football division, Besta deildin, for the first time. Until then, Mosfellsbær had been Iceland’s largest town without a team in the top league. With increasing demands from Icelandic football authorities, the club is now facing new challenges and opportunities as it enters the national spotlight.

One of Afturelding’s most unique partnerships is with KALEO, the internationally renowned Icelandic band. The band’s lead singer, Jökull Júlíusson, grew up playing football for Afturelding and has remained a dedicated supporter. Thanks to this connection, KALEO’s logo has appeared on Afturelding jerseys in recent years, and the collaboration has even led to international sales of team merchandise.

"This partnership has brought us great opportunities," says Einar. "With our team now in the Besta deildin, we’re looking at expanding our brand presence, even internationally."

Trademark Registration Details

Afturelding’s wordmark and combined word and logo mark were officially registered on January 15, 2025, under trademarks V0135738 and V0135743. The registration covers categories including: sports jerseys and sports shoes, sports event organization and music production.

About ISIPO’s Trademark of the Month

Each month, the Icelandic Intellectual Property Office (ISIPO) highlights a newly registered or renewed Icelandic trademark that exemplifies strong branding and protection strategies. The Registered Trademark of the Month initiative is inspired by similar projects at other Nordic intellectual property offices. Its purpose is to highlight the importance of trademark registration and promote ISIPO’s work. ISIPO staff selects the Trademark of the Month from recently registered or renewed Icelandic trademarks that represent Icelandic products and/or services.
A good trademark is one that meets key intellectual property criteria: it must have clear distinctive features and strong differentiation. It cannot be descriptive or likely to cause confusion with other marks. And, importantly, it should also have an interesting backstory.