Your corporation’s name will affect how it is perceived by others. Here are a few things to think about when choosing a name when you incorporate your business. You can also choose to incorporate a “numbered” company first (which is the simplest) and register one or more business names for your corporation afterwards.

Work backwards from the web domain or social media accounts you want.

When choosing a name for your corporation, it may make sense to first explore what’s available in terms of internet domains and social media account handles, and ensure there isn’t already a doppelganger out there that could create confusion.

Pick something easy to remember, pronounce, and write out.

Having a simple and memorable name can help customers find you and refer their friends! Some tips:

- The “&” symbol (formally called an “ampersand”) can be hard to distinguish from the word “and” in verbal conversation. The symbol can also be tricky to write out by hand! Consider using the word “and”, or the plus sign (“+”) instead.

- Be cautious of unusual spellings. A potential customer hearing rave reviews about “Phancy Phish Tanks Corporation” in conversation could have trouble finding your business online.

- Short is mercifully sweet (and often fits better on swag!).

Ensure your name complies with legal requirements.

A corporation’s name must:

- have a distinctive element (like "Acme" in "Acme Widgets Inc.")

- have a descriptive element to help distinguish it from other companies with similar names (like "Widgets" in "Acme Widgets Inc.")

- use one of the following legal endings: "Corporation", "Limited", "Incorporated", "Corp.", "Ltd.", or "Inc.";

- use only letters from the Roman alphabet, Arabic numerals, or a combination of the foregoing, together with punctuation marks and the following symbols: ! “ ” « » # $ % & ’ ( ) * + , – . / \ : ; < = > ? [ ] ' ˄ ≤ ≥ @ ¸ ´ ` ^ ¨

However, a corporation’s name may not include the following:

- the name of a specific individual, unless the individual has or had a material interest in the business and consents in writing to the use of his or her name;

- a word or expression that suggests that the business or activity of the registrant is connected with the Crown, the federal or provincial government, a municipality, or an agency of the Crown or of a government or municipality, unless official permission has been granted;

- the word “college”, “institute”, or “university”, unless official permission has been granted;

- a word or expression (in any language) that is contrary to public policy, including a word or expression that is scandalous, obscene or immoral;

- a word or expression that would suggest that the corporation is engaged in an activity that is contrary to public policy;

- a word or expression that would suggest that the corporation is a form of organization that the registrant is not; or

- a word, expression or abbreviation the use of which is prohibited under other applicable law.

SkyLaunch will help review your chosen name during the incorporation process, but it will still be your responsibility to work within these naming rules.

Consider trademarking your corporation’s name and logo.

Trademarking a name can offer more protection against its use by others than incorporating alone. For more information about protecting your corporation’s name or logo, consider talking to an intellectual property lawyer.

Consider using a combination of a numbered corporate name and a registered business name.

You can incorporate your corporation with a government-generated numbered name (such as "123456 Ontario Inc.") and then register a snappy business name (like “Rebar Renovations”) for your corporation to use in its dealings with the public. Contact SkyLaw if you need help with that!

Click here to get started on your incorporation today!