Hanover Company Services, 44 Upper Belgrave Road, Clifton, Bristol BS8 2XN
You may choose a company name of your choice, provided that the name is available and it is not in breach of Companies House rules, and the name is deemed acceptable, e.g. The name is not sensitive or deemed inappropriate or likely to cause offence.
If you choose a name which is sensitive you may be required to gain authorisation from the relevant body.
If you choose a company name which is very close to a name already on the register then you may face difficulties and be forced to change the name. An existing company can appeal to you using a company name, within the first 12 months of your incorporation, if they feel it is too close to their company name and infringing on their business.
The appeal will be put to Companies House and the Secretary of State may force you to change the name.