How to come up with a business name? Methods, examples and what to check before choosing
A good company name is short, easy to pronounce and spell, stands out in the industry, and is available in business registers, as a trademark, as a domain, and on social media. You come up with it once, and then it appears in every conversation, on invoices, in your logo, and in your website address.
We show you, step by step, how to create a company name, which methods were used by brands from Wedel to Kodak, how the name in CEIDG differs from a brand name, and what to check before you order a logo and domain.
Your name doesn’t have to describe everything you do. It should be memorable, available, and still fit your company a few years down the line.
The basics
Company Name – Where to Start?
The most common mistake when creating a name is starting with words. First, you need to know what the name should communicate. Write down in a few sentences who your company is for, how it stands out from competitors, what its character is, and how it might grow in five years. These answers will become the filter for all your ideas.
A brief brand strategy and a chosen brand archetype help with this. The name for a consulting firm that should sound like a calm expert will come from different words than a street food brand name that should be playful and provocative.
A good company name should:
- be short and easy to pronounce, ideally after hearing it just once,
- be easy to spell from hearing, without having to ask about the spelling,
- stand out among companies in the same industry,
- fit the brand’s character and customer expectations,
- leave room for new services and new markets,
- be available in registers, as a domain, and on social media.
Legal
Company Name in CEIDG and KRS vs. Brand Name
In legal terms, a “company” is the name under which an entrepreneur operates and is registered. This isn’t always the same as the brand name your clients see on your logo, signage, or website. It’s important to distinguish between the two before you start brainstorming ideas.
Sole proprietorship
According to the Civil Code, the company name for a sole proprietor must be their first and last name. You can add a nickname, industry description, location, or any other words you choose, for example: “Anna Nowak Pracownia Mech”.
Limited liability company
A limited liability company can choose any name, but it must include the legal form, for example: “Mech spółka z ograniczoną odpowiedzialnością” or the abbreviated “Mech sp. z o.o.”.
Brand
The name you use in communication, such as just “Mech.” This can be shorter than the registered name, but it only gains exclusive protection once it’s registered as a trademark.
The Civil Code also requires that a company name be sufficiently distinct from other businesses operating in the same market and not be misleading, for example, regarding the nature or location of the business. A name that’s confusingly similar to a competitor’s is not just a marketing problem—it’s also a legal risk.
Important: registering with CEIDG or KRS is not the same as registering a trademark. Business registries do not check trademark databases, so your registration does not protect you from disputes with the owner of a previously registered trademark. For details on how to secure your name and logo, see our guide how to trademark a logo.
Methods
How to Create a Company Name? 6 Methods with Examples
Most of the names you know were created using one of several methods. Each has its strengths and weaknesses, so when searching for a name, it’s worth trying a few different approaches instead of sticking to just one.
Descriptive name
It states directly what the company does, like Booking.com or Poczta Polska. The client immediately understands the offer, but such names are harder to trademark and are easily confused with competitors.
Founder’s surname
Wedel, Blikle, Inglot, or Ford. This builds trust and shows that someone personally stands behind the quality, but it ties the brand to one person, which can make it harder to sell later on.
Abbreviation or acronym
PZU stands for Powszechny Zakład Ubezpieczeń, and IKEA comes from the initials of Ingvar Kamprad and the names of the farm and village where he grew up. An acronym is short, but without a story and advertising, it’s hard to remember.
A word in a new role
Apple, Amazon, or Allegro—which in Italian means a lively tempo in music. A familiar word is easy to remember and can carry associations. Amazon was meant to evoke the world’s largest river, and thus scale.
Combination of words
Microsoft comes from “microcomputer” and “software,” and Netflix from “net” and “flicks,” slang for movies. Such blends combine the industry with a benefit or character in a single short word.
Invented word
Kodak meant nothing before it became a brand, and Google is a play on “googol,” the name for a number with a hundred zeros. These are the easiest to trademark and to find an available domain, but at first, you have to fill them with meaning.
You can also draw inspiration from places, foreign languages, and mythology. Adobe was named after Adobe Creek, a stream behind one of the founders’ homes; Volvo means “I roll” in Latin; and Nike is the Greek goddess of victory.
Process
Step-by-step guide to creating a company name
A great name rarely comes in a single flash of inspiration. Usually, it emerges from a long list of candidates that you then systematically narrow down.
Describe your brand
Before you start searching for words, write down who your company is for, what makes it unique, and what its character is. These are the criteria you’ll use to evaluate every idea.
Gather words
List associations with your industry, client benefits, emotions, location, and values. Use a thesaurus, Latin, names of plants, places, and phenomena for inspiration.
Create candidates
Combine words, shorten them, change endings, and try different methods. At this stage, focus on quantity, not quality. Aim for 30–50 ideas.
Narrow down the list
Eliminate names that are hard to pronounce, too long, similar to competitors, or that could limit your future growth. Keep the 5–10 best options.
Check availability
Search company registries, trademark databases, domains, and social media profiles. This step often cuts your shortlist in half.
Test with people
Say the name over the phone and ask someone to write it down as they hear it. After a few days, see who remembers it. Ask people from your target group, not just family.
Decide and secure
Register your domain and social profiles, consider filing for a trademark, and only then order your logo, signage, and business materials.
Verification
How do you check if a business name is available?
Checking availability takes a few hours and can save you from having to change your name after a year in business, when you already have clients, Google reviews, and printed materials.
| What to check | Where | What to look out for |
|---|---|---|
| Sole proprietorships | CEIDG search engine | companies with the same or similar name in your industry |
| Companies and other entities | KRS search engine | names of companies, foundations, and associations |
| Trademarks in Poland | Polish Patent Office search engine | also similarly sounding and similarly spelled names |
| Trademarks in the EU and worldwide | eSearch plus at EUIPO, TMview | TMview searches the registers of multiple offices at once |
| Domains | any domain registrar | an address with a .pl extension, and for international plans, also .com |
| Social media | Instagram, Facebook, LinkedIn, TikTok | available profile names, ideally the same across all platforms |
| Search results | Google and Google Maps | check if someone in your industry is already operating under this or a similar name |
When it comes to trademarks, it’s not enough to look for an identical name. Names that sound similar or are spelled similarly in the same or related industries also matter. If you’re planning major investments in your brand, it’s worth having a patent attorney conduct such an analysis.
Assessment
How to evaluate a name idea? 7 control questions
When you’re down to two or three names, emotions often take over. It’s better to run each one through the same set of questions and compare the results.
Before you decide, answer these questions:
- If someone hears the name once, will they spell it correctly?
- Can it be easily used in a sentence, e.g., “at the company…”, “to…”, “with…”?
- Does it sound like a competitor’s name or a well-known brand from another industry?
- Will it still fit if the company adds new services or expands beyond its city?
- Does it have any negative associations in the languages your clients speak?
- Will it fit clearly in a logo, on a stamp, and in a small profile icon?
- Is the website and email address with this name easy to dictate over the phone?
A name in English or another foreign language is allowed, since the Polish Language Act doesn’t cover proper names or trademarks. However, make sure your clients can pronounce and spell it.
What to avoid
The most common mistakes when choosing a name
A name usually causes problems when:
- it describes only one service or one city, limiting the company’s growth,
- it’s based on a trendy word or ending that will sound outdated in a few years,
- it’s in English, but clients can’t pronounce or spell it,
- it contains elements that are easy to confuse: double letters, numbers instead of words, hyphens in the domain,
- is deceptively similar to a competitor’s name, which confuses customers and risks legal disputes,
- was chosen without checking business registries, domains, and trademarks,
- the logo, signage, and printed materials were ordered before the name was checked and secured.
Even major brands run into naming issues. Mitsubishi sold its Pajero model as Montero in Spanish-speaking countries because “pajero” is offensive in those markets. If you’re considering selling abroad, always check the meaning of your name in the languages of your target markets—ideally with the help of someone familiar with local slang.
Next
Name vs. logo and visual identity
The name largely determines how your logo will look. A short name works well as a logotype—an expertly designed wordmark. A long or complex name often needs an abbreviation or icon (symbol) to represent it at small sizes, such as a profile icon or favicon. We explain the differences between these elements in our article on logo, logotype, and icon.
A finalized name is also the starting point for your entire visual identity: colors, typography, business materials, and website. That’s why it’s best to finalize and verify your name before starting the logo design—not during. Any name change after launch means a new logo, signage, printed materials, and website address.
Zaprojektowani • Logo • Visual Identity
Already have a name? Let’s give it character
We design logos and visual identities for companies across Poland. We start with a brief and a conversation about your brand, and finish with a complete set of files, colors, and typography ready to use on your website, social media, and in print.
Questions and answers
Frequently asked questions about company names
How do you come up with a good company name?
Start by describing your brand—who it’s for and what makes it unique. Then gather words and associations, create 30–50 candidates using different methods, narrow the list to the best options, check their availability, and test them with people from your target group.
Does a company name have to include a first and last name?
For sole proprietorships, yes—the business name is the individual’s first and last name. You can add any words to it, and in communications, you can use just the brand name. For an LLC, you can choose any name, as long as it includes the legal form.
How do you check if a business name is available?
Search CEIDG and KRS, the Polish Patent Office, EUIPO or TMview trademark databases, domain availability, and social media profile names. Also look for similarly sounding names in the same industry.
Does a company name need to be trademarked?
It’s not required, but registering with CEIDG or KRS does not grant trademark protection. If your brand is a key business asset, it’s worth registering the name as a word mark with the Polish Patent Office or EUIPO.
Can a company name be in English?
Yes. The Polish Language Act does not cover proper names or trademarks. What matters is that customers can pronounce, spell, and remember the name.
Can you change a company name?
Yes. For sole proprietorships, you update your CEIDG entry; for companies, you need to amend the articles of association and update the KRS. Changing the name also means a new logo, domain, and materials, so it’s worth planning it like a company rebranding.
Do the company name and domain have to be the same?
They don’t have to match, but consistency makes it much easier for clients to find your business. If the exact name is taken, it’s better to add a short word—like your industry—than to choose a completely different address or a domain with hyphens.
Summary
Company name – what’s worth remembering?
A good company name is short, easy to pronounce and spell, fits your brand’s character, and leaves room for growth. The best names are chosen from a long list of candidates generated using various methods—from descriptive names to invented words.
Before you decide, check business registries, trademark databases, domains, and social media. Then test the name with people. Only a verified and secured name should go into your logo, signage, and website address.
