How to choose a company name in the UK: Rules and smart tips
Your company name will be one of the very first things people learn about your business. It’s the foundation of your brand identity, a legal requirement, and a key factor in whether customers trust you. Choose well, and your company name becomes an asset that builds long-term recognition and credibility.
In this article
1. Choose a unique name
2. Avoid sensitive or restricted words/phrases
3. Include 'limited' at the end of the company name
4. Do not infringe on an existing trademark
Checking name availability
Company name vs trading name vs trademark
Common mistakes to avoid
Business name checklist
GD
Graeme Donnelly
Author
Start your business
14 Nov 25
22 min
Before diving into creative ideas, it’s important to understand the rules around naming your business. Companies House has clear guidelines, and overlooking them could result in your name being rejected. A non-compliant company name can slow your momentum or, in rare cases, create legal complications, but taking time to check the rules upfront makes the process much easier.
To guide you safely through this stage, here are the key rules you should follow:
1. Choose a unique name
Registered company names must be easily distinguishable from each other to avoid confusing the public (deliberately or unintentionally). You can't register a name that's the 'same as' – i.e. identical to – an existing one on the index of company names or one that's so similar that the two could be confused.
However, you can use a dissolved company’s name. The 'same as' rules do not apply if:
The new company will be part of the same group as the existing company with the 'same as' name
The existing company provides its consent to the proposed company name; and
The application to incorporate includes written confirmation from the existing company that it consents to the registration of the new company and that it will form part of the same group
If your company name is available, the search result will be " [COMPANY NAME LTD] is available! Claim it now and take advantage of our exclusive all-in-one offer." So, you can proceed and register that company name. If it is the same as or too similar to another name on the register, the result will be "Sorry, this company name is unavailable. Try searching for another name or describe your business idea. " You must then modify or change the name until you find one available. For assistance in finding a name, you can use an AI-powered name-suggesting function generated from a description of your company.
2. Avoid sensitive or restricted words/phrases
You cannot use certain terms in business and company names. Others require a written statement of non-objection from a government department or other specified body. This check is performed during the company name search process to ensure business names do not mislead or harm the public. Here’s a closer look at words that may be considered sensitive or prohibited:
Prohibited Words
Sensitive Words
Offensive or obscene terms
Suggesting business pre-eminence (superiority), a particular status, or a specific function (e.g., by including the words 'British', 'Royal", 'Charity', Tribunal')
Anything that suggests criminal activity
Implying that the company has an official connection with the UK government, a devolved administration, or a local or specified public authority (e.g., 'Government', 'of Scotland', 'Police"')
Names implying unlawful business
Including a word that represents a regulated activity (e.g., 'Banking', 'Dental', 'Insurance')
Words that could cause widespread offence
Including a word that is deemed to be offensive, could cause offence, or whose use constitutes an offence
Understanding the regulations
Restrictions on using certain words and expressions in company names are in Schedule 1 of the Company, Limited Liability Partnership and Business Names (Sensitive Words and Expressions) Regulations 2014 SI 2009/3140).
Schedule 2 of the regulations details the list of government departments and other specified bodies whose approval must be sought to include specified words and expressions in a company name.
Additionally, Companies House sets out the approval criteria for using sensitive words and expressions in Annex A. The approval criteria for other restricted words included in the regulations are set out in Annex B and Annex C.
Using restricted words in your company name
If you wish to use restricted words, avoid rejection by including the required supporting documentation (email or letter of non-objection) with your company formation application. In that case, the result will specify these and state that you may need to supply additional information to support the name.
3. Include 'limited' at the end of the company name
The registered name of any private company limited by shares or limited by guarantee must end with the word 'Limited' (or 'Ltd'). If you register a Welsh company with a registered office address in Wales, the name can end with 'Cyfyngedig' (or 'Cyf').
Companies House will automatically add 'Limited' to the end of your company name during the incorporation process, even if not included on the application. If you want it in a specific format (e.g., Limited, LIMITED, limited, Ltd, LTD, ltd, or any Welsh-language equivalent) on the certificate of incorporation, enter it as such on the application form.
What are the exemptions to this rule?
Private companies limited by guarantee can seek exemption from this legal requirement. If you’re forming a private company limited by guarantee, such as a charity, you may be eligible to drop “Limited” from your name; just be sure your articles of association meet the required conditions.' However, articles of association must clearly state that:
The company's objects (aims; intentions) are the promotion or regulation of commerce, art, science, education, religion, charity or any profession incidental or conducive to any of those objects
Company income must be applied to the promotion of its objects
The company's members (guarantors) are prohibited from receiving dividend payments and any returns of capital
All company assets that would otherwise be available to members generally and transferred on the winding up of the company must instead be transferred to another body with similar objects or to another body with charitable objects
You can apply for exemption on the application to incorporate or later, after company formation.
4. Do not infringe on an existing trademark
Many new business owners are unaware that trademark registration provides greater protection than simply registering a company name. A limited company name checker will not alert you to possible trademark infringements – you must do a separate search.
Check the trademarks database to ensure your chosen company name (and domain name) is not the same as or too similar to any registered trademarks of businesses providing similar products or services. Trademark infringement can result in legal action against your new company.
Now you’re clear on the rules, the next step is finding a name that works for your business.
H2. Choosing a memorable name
Business names shape first impressions of brands. A great company name starts the right conversation, generates interest and trust in your business, and opens doors to long-term success.
However, a company name that confuses or misfires can hurt your brand and be hard to recover from. During your company name search, take your time and try to cover all bases.
Your company name should:
Be distinctive – Choose a name that stands out from competitors, so customers can easily remember and recognise you.
Be easy to spell and pronounce – If people stumble over your name, they’re less likely to share or search for it online.
Be simple, clear, and impactful – Short, punchy names tend to stick in people’s minds and are easier to use across platforms.
Resonate and connect with your target market – Make sure your name speaks to the people you want to attract and feels relevant to their needs.
Embody your brand’s personality, values, qualities, or benefits – The right name should hint at what makes your business special and why customers should care.
Stay relevant as your business grows – Avoid being so specific that you limit your ability to expand into new products, services, or locations.
Look good on a logo – Visual appeal matters; a strong name should translate well into design and branding materials.
Not have negative connotations – Double-check meanings in other languages or contexts to ensure your name doesn’t create confusion or unintended offence.
The 3 P’s: Purpose, Protection, Perception
Once you have your initial company name, it’s time to stress test it. A name might sound good at first glance, but can it stand up to practical checks that ensure it’s the right fit for your business? That’s where the 3 P’s of Naming come in. Purpose, protection and perception are all key elements for a company name that won’t limit future growth.
Here’s a simple framework to help you evaluate your choice with clarity and confidence:
Purpose – Does the name align with your business values and mission? Does it signal what you do?
Protection – Is it legally secure? Have you checked trademarks, domains, and social handles?
Perception – Is it professional, clear, and memorable?
Perception is a particularly significant part of the naming process. Consider how your business name resonates with customers. A crucial part of testing the name is understanding any hidden associations.
Consider the following to learn how others perceive or interpret your company name:
Interpretation and meaning – Test the name by asking a range of people for honest opinions. Is it positive and relevant, or can it be misconstrued? Does it confuse people or pique their interest?
Negative associations – Search the name online to see if it's associated with a person, organisation, practice, or event that could damage your brand image.
Pronunciation and spelling – Can people easily pronounce and spell the name? How does it sound in different accents?
Cultural relevance – Does the name mean or represent something different in other parts of the UK, abroad or for certain cultures? Some words may not translate well into other dialects or languages.
Geographical references – If you include a place name in your company name, will this limit your business as it grows, or could it be beneficial?
Specificity – If your company name is very specific (e.g., by referencing a particular product or service), could this be limiting if you expand or diversify?
Don’t be discouraged if your favourite name doesn’t pass every test immediately; refining and reshaping your ideas is a normal and valuable part of the process. If you need inspiration, try a free business name generator from Canva or Shopify to help you get closer to the right name. You can also use downloadable naming worksheets from Miro to track your shortlist, checks, and overall process. Seeing everything in one place often makes decision-making much easier and less overwhelming.
Checking name availability
If your company name is available to register, check immediately that it's also available as a domain name. A domain name appears after 'www.' on website addresses and after the @ symbol in email addresses. All businesses should have an online presence (even if they don't sell online).
Having a domain name that matches your company name enhances your credibility, positively impacts your website's search engine ranking, increases brand awareness, and makes it easier for customers to find you online. Finally, secure your company and domain name on social media platforms (Facebook, Instagram, LinkedIn, etc.).
Here’s a checklist to keep your brand cohesive across all platforms and protected against being claimed by someone else:
Companies House – Confirm your name isn’t already registered
Trademarks – Search the UK IPO database and WIPO Brand Database
Domains – Secure a website address that aligns closely with your business
Social media – Consistent handles across platforms build stronger recognition
When protecting your company name, remember that registration at Companies House is only one piece of the puzzle. Your “company name” isn’t always the same as your trading name or trademark, as each serves a different purpose. Understanding these distinctions will help you avoid confusion and give your brand legal and practical protection.
Company name vs trading name vs trademark
Many founders confuse these terms, but each plays a distinct role. Your company name is just the legal foundation. A trading name gives you room to be more creative in the market, while a trademark ensures your identity is safeguarded from competitors.
Prevents competitors from using your brand identity.
Trademarking the name Fresh Bakes™ and its logo
Understanding the differences between these layers helps you avoid mistakes when registering your business and protects your brand as it grows.
Common mistakes to avoid
Even with all the legal checks and creative exercises complete, it’s easy to stumble on common pitfalls. Here are a few to be aware of so you can ensure your final name is both memorable and future-proof:
Picking names too similar to competitors – risks opening you to disputes.
Using trendy buzzwords – may feel outdated within a few years.
Not considering search engine optimisation (SEO) or online presence – your name should be easy to search and consistent across domains and social platforms.
Avoiding these mistakes will save you time and stress, helping you launch a name that’s strong and ready to grow.
Business name checklist
After exploring the rules, frameworks, and common pitfalls of company naming, this checklist will help you organise your ideas and make confident decisions whenever you decide you’re ready to start your journey.
Brainstorm broadly – aim for at least 10–15 potential names
Shortlist those that align with your brand vision
Test against the 3 P’s of naming
Verify compliance with Companies House rules
Check availability across Companies House, IPO, domains, and social media
Ask for honest feedback from potential customers or peers
Confirm scalability; will the name remain relevant in 10 years?
Finalise and document your choice
Once your name passes all these checks and you feel confident in starting your journey, why not register your company?
A company name can be up to 160 characters long, including spaces and punctuation. While that’s plenty of room, most businesses benefit from keeping names shorter and more memorable.
No. Every UK company must have a legally unique name. Companies House will reject names already in use or those too similar to existing ones.
You can only use “Royal” (or anything suggesting royal connection) if you have explicit permission from the Cabinet Office. Without this, your application will almost certainly be rejected.
Registering a trademark isn’t a legal requirement, but is highly recommended. A trademark gives you stronger protection against others using or copying your brand.
“Ltd” (limited company) names must end with “Limited” or “Ltd,” while “LLP” stands for limited liability partnership and must end with “LLP.” The right choice depends on your business structure.
