How to choose a limited company name in the UK

Introduction

Choosing a company name is one of the first ways you shape the identity of your business. A strong company name begins with a clear sense of your brand and audience – while striking a balance between your creativity and the rights of existing businesses. This guide brings everything together in one place: the branding considerations, Companies House rules, and the practical checks you’ll want to run before you commit to a name for your UK limited company.

Step 1 – Define your business and audience before naming your company

Your company name is how people will refer to you, search for you, and remember you – so the name needs to be appropriate for what you’re building and easy for customers to recall.

Taking time at the start makes a big difference. Without running the proper checks, names can cause issues later on, including customer confusion, legal disputes, and unwelcome rebrands.

Before you start brainstorming, take a moment to clarify what the business is about. It doesn’t have to be a complete brand strategy – a short, clear description is enough. Ask yourself:

• What do you sell now, and what might you sell later?
• Who are your main customers – local residents, UK-wide consumers, a global audience, or other businesses?
• Do you want your brand to sound traditional, premium, playful, technical, friendly, or something else entirely?

A company providing IT security to large corporations needs a name that is very different from a children’s craft subscription box. Being clear on purpose and the audience stops you from chasing names that feel clever but don’t fit the business you’re building.

Step 2 – Understand the key rules when choosing a company name

Before you commit to a favourite name for your company, it’s worth becoming familiar with the basic naming rules that apply in the UK. They’re not hard to adhere to, but they do set the boundaries for what Companies House will accept.

Avoid names that look or sound like an existing company

Companies House won’t register a name that’s effectively the same as one already on the register, even if the differences are minor (such as a punctuation mark here, or an extra generic word there).

If a name could realistically be confused with an existing company, it’s safe to assume it won’t be approved. Use 1st Formations company name checker to see if your first choice is free.

Be careful with restricted or sensitive words

Some words in company names are restricted because they imply status, expertise, or an official connection. This includes anything that suggests professional accreditation, regulated activity, national importance, or connections to government bodies. If a term hints at authority or protected standing, you’ll either need permission to use it or you'll have to choose a different name.

Know when ‘Limited’ or ‘Ltd’ is required

Private limited companies must end their registered name with Limited or Ltd. You’re free to style it however you like in your branding, but it must appear in the legal name. Note that sole traders and ordinary partnerships cannot use ‘Limited’ or ‘Ltd’ at all, because those terms imply the business operates according to a different legal structure.

Keep the name clear, honest and appropriate

Companies House now takes a firmer stance with company names that are misleading, contain offensive wording, or imitate public bodies. If a name could create the wrong impression or raise questions about what the business does, it’s better to rethink it before you file.

Step 3 – Brainstorm company name ideas that fit your brand

Once you understand the rules, you can start shaping ideas that are appropriate and aligned with your business. Thinking about tone and audience early on helps keep your shortlist focused.

Set the tone for your industry

Different sectors lean towards different naming styles. Professional and regulated fields often favour steady, descriptive names, while creative or consumer-facing businesses can support something more expressive. A quick scan of successful competitors can help you spot the patterns without limiting your choices.

Remember to keep your customers in mind. B2B company names tend to benefit from clarity and credibility, while B2C brands can lean into memorability or personality. You’re not bound to one approach, but it’s a useful lens when deciding what fits.

Consider cultural sensitivity

If you're planning to trade internationally, consider how your company name will be interpreted abroad – especially for markets where your brand tone may carry different connotations. For example, a name that sounds catchy in English might have unintended negative meanings in other languages. Before finalising your company name, conduct research with native speakers or local consultants in your target markets to ensure it doesn’t carry embarrassing or offensive connotations.

Build a manageable shortlist

Aim for five to ten names that:

• Feel natural to say
• Won’t restrict you if your business grows
• Would look appropriate on your website, invoices, and signage

This provides a focused list to test once you proceed to availability checks.

Step 4 – Check company name availability, trademarks, domains, and socials

This is where many founders skip ahead and regret it later. You need to check four things in parallel.

1. 1st Formations name search – Make sure your proposed company name isn’t the same as, or obviously ‘too like’, an existing company.
2. Trademark search – Check the UK Intellectual Property Office database for registered trademarks in your sector. A name can be accepted by Companies House but still infringe on someone’s trademark, which may force you to rebrand later.
3. Domain and email availability – Check whether you can get a sensible .co.uk or .com version of the name, and an email format you’re happy to share.
4. Social media handles – Check the main platforms where your customers are likely to find you.

If a name fails more than one of these tests, it’s usually better to drop it and move to the next option on your list.

Step 5 – Decide how your registered company name and trading name will work together

A UK company can have one name on the Companies House register and a different name in everyday use. The registered company name is the formal, legal version. Your trading name is the one that customers see – in other words, the version that carries your brand.

Both can belong to the same company without needing to resemble each other. For instance, a business incorporated as ‘Westbridge Solutions Ltd’ could trade publicly as ‘Westbridge’ if it wants a simple, streamlined version – or it could market itself under a completely separate brand such as ‘Brightside Marketing’. The law allows either approach, and many companies with multiple services use several trading names under the same legal entity.

Remember that whenever you use a trading name that differs from the registered one, you must still display the full legal company name (including ‘Limited’ or ‘Ltd’) on documents such as invoices and contracts, as well as on your website.

Step 6 – Sense-check and futureproof your chosen company name

With a front-runner (or two) in mind, take a moment to check:

• Spelling and pronunciation – Can people spell your company name when they’ve only heard it? Does it sound like anything confusing or unfortunate when said quickly?
• Growth potential – Will your company name still make sense if you add services, sell in different regions or move upmarket?
• Audience fit – Ask a small group of people who resemble your ideal customers what the company name makes them think of.

If the feedback is wildly different from what you intended, or there’s a consistent negative association you hadn’t noticed, consider revisiting your shortlist.

Getting help naming and registering your limited company

Choosing a company name is one of the more enjoyable parts of starting a business – yet it has legal and practical consequences to be mindful of. Once you’ve finished choosing your company name, 1st Formations can help you register your limited company quickly and compliantly.

We'll ensure your new company is correctly set up from day one, with the right structure and supporting services in place. That way, you can devote your time to growing your business, not wrestling with paperwork.