Karpeo · Business in Switzerland
Legal business names in Switzerland: rules and examples
A legal business name identifies an enterprise in its legal and commercial dealings. In Switzerland, the rules depend on the legal form: a sole proprietor must include their surname, while an LLC or corporation can choose its name within legal limits and must indicate its legal form. An available internet domain is not enough to validate the choice.
By Sarah Prieur · Swiss certified public accountant
The key distinctions
- A legal business name identifies the enterprise; a trademark identifies goods or services.
- A sole proprietorship’s name must include the proprietor’s surname.
- An LLC or corporation must state its legal form and be clearly distinguishable from companies already registered in Switzerland.
- Zefix, trademark searches and domain checks address three different questions.
Legal name, trading name and trademark: what is the difference?
In Swiss French legal terminology, raison de commerce is the formal business name. Raison sociale is commonly used for a company’s official name. Associations and foundations have names too, but their rules are not identical to those for commercial companies.
A trading name or shop name may be used in dealings with customers. A trademark provides a separate form of protection for goods or services. A domain name is an internet address.
| Element | Entirely fictional example | Use |
|---|---|---|
| Legal business name | Atelier des Ormes Sàrl | Contracts, invoices and Commercial Register |
| Shop or trading name | Les Ormes | Shopfront and commercial communication |
| Product trademark | Collection Brise | A product range |
| Domain name | An internet address associated with the activity | Website and email |
One company may operate several brands. Registering a domain neither creates a company nor automatically gives you the right to use that name against holders of earlier rights. Trademark protection requires a separate assessment.
Which naming rules apply to each legal form?
Sole proprietorship: the proprietor’s name
The proprietor’s official surname must form an essential part of the business name. Their first name may be added. An invented element or activity description is possible if it complies with the rules and does not misleadingly suggest that a company exists.
Fictional example: a self-employed florist in Geneva named Morel might consider “Morel Atelier floral”. “Atelier floral Sàrl” would be inappropriate if the business is a sole proprietorship.
LLCs, corporations and other commercial companies
The name may contain an invented element, a surname or an activity description. The legal form must be included. It must be clearly distinguishable from the names of commercial companies and cooperatives already registered anywhere in Switzerland.
Changing only “SA” to “Sàrl” is not enough to solve an identity or confusion problem. Capitalisation and punctuation are not reliable solutions either.
Current general-partnership naming rules are not limited to the former requirement to use partners’ names. They also fall under the provisions governing commercial companies. Compare Swiss legal forms before finalising the name.
Which names can cause problems?
A business name must be truthful, must not mislead and must respect public interests. References to regulated professions or public authorities need particular care.
Geographical references
Distinguish an imaginative geographical reference from a statement of the registered office. The rules cannot be reduced to “all town names are free to use” or “a name outside the municipality is always prohibited”.
When a municipality is used to indicate the registered office, it must reflect the actual situation, subject to the specific exceptions in the official guidance. A transfer of the registered office can therefore require an adjustment or addition to the name. Have the complete wording assessed.
Unusual characters
Latin letters and Arabic numerals are permitted. Some punctuation is possible in combination with letters or numbers; it is incorrect to say that every exclamation mark or question mark is prohibited. Logos, visual effects and many symbols, however, cannot be registered as the legal name.
Choose a spelling that customers can dictate, type and recognise. A logo can express visual creativity separately from the registered name.
How do you check a name before incorporation?
- Search Zefix. Check the full name, its main element and similar variants. Include other cantons: for an LLC or corporation, the search is not limited to Geneva or Vaud.
- Examine trademarks. Swissreg enables an initial search for trademarks protected in Switzerland. Consider similar names as well as exact matches.
- Check commercial use and domains. Search online and in relevant industry sources. A free domain does not rule out third-party rights.
- Resolve legal doubts. The cantonal register examines legal admissibility. Similarity searches and specialist analysis, where needed, help assess conflict risks.
The Federal Commercial Registry Office expressly distinguishes searching for existing names from examining legal admissibility. No identical search result is not a complete guarantee.
Keep your shortlist, search dates and unresolved questions. Perform these checks before ordering signage or launching an advertising campaign.
Which name belongs on invoices and contracts?
Article 954a CO requires the registered business name or name to appear in full and unchanged on correspondence, orders, invoices and company communications. A logo or trading name can be added.
Fictional example: “Les Ormes” may appear prominently on an invoice, but the issuer’s identification must show “Atelier des Ormes Sàrl”. Customers need to know which entity they are contracting with.
At launch, check quotations, invoice templates, email signatures, contracts, payment information and website disclosures. An abbreviated name sent to a bank or supplier can lead to requests for clarification.
If you want an official German or English version of the legal name, include it in the registration process. A translation published on your website does not automatically become a registered version.
How can a company change its legal name?
A company can change its name. For an LLC or corporation, the name forms part of the articles of association. The change therefore requires an appropriate resolution, a notarised deed and Commercial Register entry. Formalities differ for sole proprietorships, and the proprietor’s surname remains relevant.
After registration, update bank details, invoices, standard contracts, insurance, the website and partner records. If the same entity continues to exist, the name change alone does not create a new legal person.
A trademark or domain does not change automatically at the same time. Identify who owns the rights and what steps are required. Our article on changing company details in the Commercial Register helps organise related amendments.
Changing a company’s legal name in Switzerland
In this French-language video, Romain explains the steps, decisions and administrative updates involved in changing a company name.
With Romain Prieur · French · 5 min 39 Watch on YouTube Visit the channel
Checklist before submitting the name
Before sending the proposed name to the notary or register, check:
- The legal form has been chosen and is correctly indicated.
- A sole proprietor’s official surname is correctly included.
- All documents use the same spelling.
- Zefix searches cover identical and similar elements.
- Trademarks and commercial use have been checked.
- Geographical, regulated and protected terms have been reviewed.
- The domain and visual identity fit the proposed name.
For creative ideas and comparisons, see our seven practical steps for choosing a company name. This article focuses on the legal identity you will use day to day.
A registered company name does not provide the same protection as a trademark. If the name will also identify your products or services, review the steps for registering a Swiss trademark.
Frequently asked questions
Is a company’s legal name public?
Names entered in the Commercial Register can be searched in public registers, including Zefix. A sole proprietorship may also be identifiable in other registers depending on its situation. The name identifies the business, but it does not replace checks on authorised representatives and the other information in its register extract.
Can two businesses use the same name?
The rules depend on the legal form and the protection concerned. Commercial companies and cooperatives must be clearly distinguishable from those already registered throughout Switzerland. A registered sole proprietorship has local business-name protection under the Code of Obligations, without removing other possible rights. Location alone does not settle the question.
Does Commercial Register entry automatically protect a trademark?
No. Legal business names and trademarks have different protection regimes and can conflict. A name accepted by the register is not necessarily available as a trademark. Consider an appropriate search and whether trademark registration is useful for your products, services and target market.
Must a Swiss branch always add its town to the name?
A branch of a business whose head office is in Switzerland uses the head office’s legal name and may add a specific designation under the applicable rules. Different requirements apply to a Swiss branch of a foreign enterprise. There is no blanket requirement to add a town to every branch name.
Sources and references
English edition reviewed on 10 October 2026. Examples are fictional. Primary sources below are in French.
About the author
Sarah Prieur
Sarah Prieur is a Swiss certified public accountant, a partner and head of operations at Karpeo. She supports businesses, self-employed professionals and entrepreneurs with accounting, tax and VAT matters. Before joining Karpeo, she spent eight years in financial audit at PwC Switzerland, progressing to manager.
Read more about Sarah Prieur →