A Splash of Pink in the Dating App Scene - Smitten is the trademark of March

This month’s trademark spotlight is directed on Smitten, a Gen Z-targeted dating app. Nestled in vibrant offices just a stone's throw from the new offices of the ISIPO in Katrínartún, Reykjavík, Smitten's marketing manager, Unnur Aldís Kristinsdóttir, shares insights into the app's conception, mission, and the story behind its brand.

Walking into Smitten's offices, the ambiance is unmistakably youthful and energetic… and pink. The space boasts a mix of modern comforts and playful elements, including a striking Smitten logo that evokes nostalgia for the bubble-gum and soft drink brands of the eighties. It's an environment that reflects the company's core mission: to make the dating experience fun again.

The main goal is to make dating fun
Smitten positions itself as a fun alternative to the pressures of traditional dating apps. "The goal is for it to be fun to be single and to interact with others," explains Kristinsdottir. Unlike its counterparts where the emphasis might be on forming serious relationships, Smitten encourages light-hearted interactions, using detailed questionnaires to foster connections and kickstart conversations. 

The app's origins trace back to a more serious project called The One. Founders Davíð Örn Símonarson and Ásgeir Vísir initially aimed to address a gap in the dating app market in 2019. However, they soon pivoted, aiming to inject fun and personality into the online dating scene. Thus, Smitten was born, with a focus on interactive profiles and games to ease the process of making connections.

'Smitten' has a different meaning in Danish
Smitten's logo is made of two hearts connected to form a butterfly, a nod to the fact that people tend to have butterflies in their stomachs on dates. It is, however, the word mark Smitten which is registered with the ISIPO and which was chosen as the trademark of the month.

The name 'Smitten' captures the essence of new romance and excitement. The word 'Smitten' itself, embodying the feeling of being completely captivated or charmed, perfectly encapsulates the app's ethos.

Smitten was first directed at Icelandic youth in 2020 and got off to a good start. The next launch was in Denmark, which the staff knew well and knew that many Icelanders lived there who could help spread the gospel of Smitten. It however didn't go as well as at home in Iceland.

"Starting the expansion in Denmark was possibly not the best business decision we have made,"

says Kristinsdottir. "Still, in retrospect, a lot of really good things came out of it, and the trouble we got into resulted in a much better app in the end. But the learning curve was pretty steep."

One of the things that caused them difficulties in Denmark is that Smitten has a completely different meaning in Danish and other Nordic languages than in English. There it means contagion, and since they launched in the middle of the COVID pandemic, many thought it was a new infection tracking app. "Also, the fact that many young Icelanders live in Copenhagen turned out to be more of a disadvantage than an advantage." They flocked to the app, but naturally answered the questions in Icelandic and communicated in Icelandic, which made the Danes initially think it was a communication app for Icelanders."Despite these hurdles, the experience was invaluable, prompting strategic changes and innovations in both the app's functionality and marketing approach.

80,000 active users per week
The next launch was Sweden in October 2022. It had taken a long time to reach 5,000 active users in Denmark, but based on the experience there, it only took one weekend to reach that number of users in Stockholm. The app was then launched in Norway in March last year, and now there are 80,000 active users in the Nordic countries. Next on the agenda is a test-launch in a few US cities to show investors that Smitten indeed has the potential to conquer the world, before the next round of financing.

Believe that we are helping people
Kristinsdottir says that conquering the world is of course no small challenge and that there is a reason why international dating apps are not being created right and left. The competition is fierce, and it is not easy to attract attention in this market and reach the critical mass of users in each location that is needed for the app to work properly. But the staff all have enormous faith in the project, and they work in the most pleasant workplace in the world. "We are in this to have a positive impact on people, and we believe we are helping people meet other people as well as enjoy being single. Every week we hear from people we've helped meet who are even getting married or having children together after meeting on Smitten. It makes all the hard work worth it to hear such stories," she concludes.

Trademark V0130223 registered on March 15
Registration of the mark Smitten was applied for in April 2023, it was published for registration on January 15 and registered March 15 in classes 9, 35, 38, 42 and 45. On the basis of national registration in Iceland, registration has also been applied for in the European Union, Norway, the UK and US in categories 9 and 45.

The staff of the ISIPO selects the registered trademark of the month
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.