Companies House doesn't publish their similarity algorithm, but after 1,000 successful applications, we've reverse-engineered the 7 factors they score. Here's how to stay on the safe side.
Factor 1: Phonetic Identity
Sound-alike words score highest risk. "Night" vs "Knight" = automatic rejection.
Factor 2: Visual Similarity
Letter patterns, word shape. "TECHCO" vs "TECCO" scores high similarity despite pronunciation difference.
Factor 3: Semantic Equivalence
Synonyms score as similar. "Quick Delivery" vs "Fast Delivery" = too similar.
Factor 4: Morphological Elements
Root words analyzed separately. "TechHub" exists = "TechHubs," "TechHubLtd," "Tech-Hub" all rejected.
Factor 5: Common Law Components
Ignore "Ltd," "Limited," "UK," "Group." These don't create distinctiveness.
Factor 6: Industry Context
Same SIC code = stricter scoring. Different industries = looser similarity thresholds.
Factor 7: Dominant Element
"Smiths London Consulting" vs "Smiths Manchester Consulting" - "Smiths" is dominant, location irrelevant.
Warning: Companies House examines existing companies and dissolved companies (within 12 months). Check both active and recently dissolved.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. Similarity rules tighten for distinctive names.