Key Takeaways:

  • You can use "CO" in your LLC name if it aligns with state-specific naming regulations.
  • A DBA ("Doing Business As") may be required if the operating name differs from your registered LLC name.
  • Your business name must be distinguishable and not misleading to consumers.
  • Conducting a thorough name availability search and trademark check is essential.
  • Adding "CO" or similar suffixes should reflect professionalism without misrepresenting the company's nature.

Can I use CO in my business name? Yes, if it represents the company well. When choosing a business name it should be well thought out, easy to say, and easy to spell. It may be attractive to pick names with numbers, alternative spellings, or abbreviations, but this can often make it difficult for customers to find your website and social media accounts.

Naming Your Small Business

Some considerations when selecting a business name include:

  • Selecting a name that is a unique set of pronounceable letters. This lets new businesses pick up the .com websites, along with all social media handles.
  • Names that are popular prevent business owners from getting a .com handle. In this situation, alternative website endings should be considered. These include:
    • .co
    • .io
    • .net
    • .me
    • .net
  • The name should relate to your audience and indicate what the business does. A name that is unique, but doesn't explain what you do may confuse customers.
  • If the company name isn't working, it can be changed. However, this can be a serious undertaking legally. A name change can also be a public relations boost by creating a campaign to announce the change.
  • The name should create a positive impact on the customer. An example is MailChimp which is lighthearted and ties into a fun mascot.
  • If appropriate to your company, you can add on an ending. Be careful that the name will last long and not appear dated. Examples of endings include:
    • ify (Spotify)
    • co (Costco)
    • ly (Diply)
  • Don't pick a name that means something negative in another language or slang.

When a name is selected, a trademark search should be completed to avoid picking a name that is already in use and trademarked. This will create a multitude of legal issues if you attempt to use the name. If the name is available, you can trademark the name with the U.S. Patent and Trademark Office.

DBA Requirements and “CO” in LLC Names

When using "CO" in your LLC name, ensure it aligns with state requirements and does not misrepresent your business structure. For example:

  • If your LLC's registered name is "Smith Enterprises LLC," but you market as "Smith Enterprises Co," you may need to file a DBA (Doing Business As).
  • A DBA allows you to operate under a trade name while maintaining your LLC status. Filing processes vary by state but typically require:
    1. Checking name availability with the Secretary of State.
    2. Filing the DBA form and paying a small fee.
    3. Publishing the new DBA in local newspapers, if required.

Failure to file a DBA while using an alternate name can lead to fines and restrictions on business operations.

Using Your Own Name

There are advantages and disadvantages to using your own name as your business name. Advantages include:

  • Immediate association between you and your expertise, for example, Clark Accounting.
  • Practical for professionals and sole proprietors including:
    • Real Estate Agents
    • Lawyers
    • Accountants
    • Architects
    • Consultants
  • Lower likelihood the name is in use or trademarked.
  • Increased availability of domain names.
  • Family association to the business entity.
  • Shows an intimate company culture.

The disadvantages of using your name include:

  • As the business expands its products and services, the name may become irrelevant.
  • Clients may insist on working with the owner only.
  • Gives the perception that the company is small and doesn't intend to expand into a larger corporation.
  • May appear self-indulgent.

Naming Requirements for LLCs

When forming an LLC, or Limited Liability Company, every state requires that the LLC name include "LLC", "L.L.C.", or "Limited Liability Company" in the name. In New York, the state statute also includes that using "corporation," "incorporated," "Inc.," or "Corp." is strictly prohibited for limited liability companies. Before finalizing a name choice, check with the state agency responsible for LLC formation approval to confirm all naming requirements are met.

The name of the LLC must not be the same or too similar to any other business entity in the state including corporations, limited partnerships, and other LLCs. Names can be checked through the state's online database of registered business names. If the documents are submitted with a name already registered they will be rejected by the state agency.

LLC naming laws also include restrictions on the inclusion of certain words in the business name. Examples include mentioning a specific industry or service. In Louisiana, the LLC laws require the Louisiana Professional Engineering has given notice of at least 10 days that the words "engineer" or "engineering" will be used. Nevada has similar laws for the words "accounting" or "accountant". The Nevada State Board of Accountancy must certify that the company is registered to provide accounting services.

State approval and authorization is limited to the state where the LLC is organized. If the name is in use by another company and is protected under state and federal trademark and service mark laws, your business will have to choose another name.

Legal Considerations When Adding “CO”

Using "CO" (short for "company") is generally allowed, but it must not conflict with legal naming conventions for LLCs:

  • Your name cannot imply a different business structure, such as “corporation” or “incorporated.”
  • State LLC laws require "LLC," "L.L.C.," or similar indicators in your official name.
  • Avoid misleading terms like “bank” or “insurance” unless licensed in those industries.

To ensure compliance, check your state’s official LLC naming database and legal requirements before finalizing the name. If unsure, legal counsel can help you navigate any complexities.

Frequently Asked Questions

  1. Can I use "CO" in my LLC name legally?
    Yes, but the name must comply with state LLC regulations, including including "LLC" or similar identifiers.
  2. Do I need a DBA to use “CO” as my business name?
    If “CO” is not part of your registered LLC name, a DBA filing may be necessary.
  3. What happens if my LLC name conflicts with another business?
    Your state will reject the name registration, and you must choose a unique, distinguishable name.
  4. Can “CO” replace “LLC” in my company name?
    No, the LLC designation is required to indicate your legal business structure.
  5. How do I check if my desired LLC name is available?
    Use your state's business entity search tool or consult a legal professional for a trademark check.

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