A company name ending with the word “Limited” or “Ltd” is required for incorporation of a private limited company. The name you select will obviously be determined by what best fits your business, however, there are some legal factors which should inform your decision. As a general rule, if someone in a similar field to yours is already using a particular business or organisation name, you should not use it, nor should you use a name that would be confusingly similar. Choose a name for your business that is distinctive, not one that is generic or similar to the name of another similar business. Consider protecting your chosen business name as a registered trade mark to protect it from infringement.
By law, if a business (Business A) has developed a reputation in connection with particular goods or services which it offers, then Business A will be entitled to prevent any other business from representing that its goods and services are those of Business A by means of an action for passing off. Just as this protection can be relied upon by Business A, it is available to other businesses against Business A, should it seek to pass-off. Similarly, you cannot use a logo or name which is similar to a registered trade mark, providing similar or identical goods or services, without running the risk of a trade mark infringement claim.
Your chosen name must not contain any words deemed sensitive by Companies House (for example the word “holdings” can only be used where the company is in fact a holding company of one or more subsidiaries).
Company names cannot be reserved in advance of incorporation.