New directors often assume any available-sounding name works — it does not. Choosing a name too similar to an existing company is one of the most common formation mistakes, and it happens almost entirely because founders skip a proper check of the Companies House register before submitting.
The Rules Your Name Has to Follow
Your company name must end with ‘Limited’ or ‘Ltd’ (or the Welsh equivalent if registering in Wales), must not be the same as or too similar to an existing registered company, must not contain offensive language, and must not suggest a connection with government or a public authority unless you actually have permission. Certain words also require special permission from the relevant authority before you can use them at all — Bank, Insurance, University, Royal, Crown, Charity, Trust, and Building Society are common ones that trip founders up, since they sound like ordinary English words rather than regulated terms.
Checking Before You Submit, Not After Rejection
The practical fix is checking thoroughly before you file, not fixing it after a rejection costs you time. Search the Companies House register directly for existing names, check trademark availability separately at the IPO, and confirm no closely similar trading names already exist in your space. These are genuinely separate checks — a name being available to register at Companies House does not mean it is free of trademark conflicts, and clearing a trademark search does not guarantee Companies House will accept the name either.
What Rejection Actually Costs You
If your chosen name is rejected, you simply have to choose a new name and reapply — not a disaster, but a delay that a five-minute register search would have avoided entirely. Building your naming decision around a name you have not checked is the single most avoidable step in the whole formation process.
Where to Go From Here
The Complete UK Limited Company Formation Guide covers the full naming process alongside every other required document — your Memorandum and Articles of Association, your registered office, and the complete step-by-step formation process with Companies House.
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This article is for educational and informational purposes only and does not constitute legal advice. Naming rules are set by Companies House and can change — confirm current requirements directly on GOV.UK before filing.