Choosing a company name: legal rules, sensitive words and trade mark checks

Companies House rejects a name that is the same as an existing one, and treats certain differences as invisible: punctuation, the word 'the', plurals and common suffixes. It also applies a 'too like' test where an existing company can object after registration.

What it does not do is judge whether you are trading on somebody else's reputation. That question belongs to trade mark law and passing off, and it can cost you the name after you have printed everything.

Words implying national or governmental connection, pre-eminence, or a regulated activity need approval or supporting evidence. Examples include British, Royal, Institute, Trust, Bank, Insurance, Accountant in some contexts, Group and Holdings.

Some words are protected by other legislation entirely, so approval comes from a named body rather than Companies House. Plan for a delay if you use one.

Search the UK Intellectual Property Office register for identical and similar marks in your classes, then search the register of companies, then check the .co.uk and .com domains and the main social handles. Doing all four takes twenty minutes and avoids a rebrand at month six.

If the name is central to the business, consider registering the mark yourself. Incorporation gives you a company name, not exclusive commercial rights to it.

You can trade under a different business name provided the registered name, company number, registered office and place of registration appear on your stationery, website and invoices.

Changing a registered name later is a special resolution and a form to Companies House with a small fee. The company number, and therefore the company's history, contracts, bank account and tax records, stays the same.

Rates, thresholds and deadlines quoted here reflect the 2026/27 UK tax year. Check current GOV.UK guidance, or ask us, before relying on them for your own company.