Swiss Company Name Rules and Registration Requirements

Selecting a company name in Switzerland is not merely a branding exercise — it is a legal act subject to specific rules enforced by the cantonal commercial registries. A name that fails to comply with Swiss naming conventions will be rejected, potentially delaying the formation process by weeks. This guide sets out the rules governing company names across all major Swiss legal structures.

General Principles

Swiss company naming rules are grounded in three core principles established by the Swiss Code of Obligations and the Commercial Registry Ordinance (HRegV):

Truthfulness (Wahrheitsgebot)

The company name must not be misleading. It must not suggest a scope of activity, geographic reach, or financial standing that does not correspond to reality. A two-person consulting firm calling itself “Swiss National Advisory Group” would likely be rejected for creating a misleading impression of scale or governmental affiliation.

Distinctiveness (Unterscheidbarkeit)

The name must be distinguishable from other companies already registered in the same canton. The commercial registry conducts a search before approving a new name. Names that are phonetically or visually too similar to an existing registered name will be refused.

No Deception Regarding Legal Form

The name must accurately reflect the legal structure of the entity. An AG must include the designation “AG” or “SA” (or the full form “Aktiengesellschaft” / “Société Anonyme”). A GmbH must include “GmbH” or “Sàrl” or “Sagl.”

Rules by Legal Structure

AG (Aktiengesellschaft)

• The name may be freely chosen (fantasy names, founder names, descriptive names, or combinations are all permissible).
• The designation “AG,” “SA,” or “SA” must appear in the name.
• The name must be unique within the canton of registration.
• Names that include geographic identifiers (e.g., “Zurich,” “Swiss,” “Helvetia”) are permitted but must not create a misleading impression.

Examples: “Novartis AG,” “Alpine Solutions AG,” “M. Brunner AG”

GmbH (Gesellschaft mit beschränkter Haftung)

• The same principles as the AG apply.
• The designation “GmbH,” “Sàrl,” or “Sagl” must be included.
• Names of individual members may be included but are not required.

Examples: “DataBridge GmbH,” “Meier & Sohn GmbH”

Sole Proprietorship (Einzelunternehmen)

• The name must include the surname of the proprietor.
• A first name or initials may be added.
• A descriptive addition is permitted (e.g., “Engineering,” “Beratung”).
• The legal form designation is not mandatory but may be added for clarity.

Examples: “Müller Architektur,” “P. Schneider, Consulting”

Partnerships (Kollektiv- and Kommanditgesellschaft)

• The name must include the surname of at least one general partner.
• Additions such as “& Co.” or “& Partner” are customary.
• For a limited partnership, a suitable designation such as “KG” or “Kommanditgesellschaft” may be appended.
• The names of limited partners must not appear in the partnership name if their inclusion could create the impression that they are general partners with unlimited liability.

Examples: “Hofmann & Co.,” “Berger & Partner KG”

Language Considerations

Switzerland has four official languages (German, French, Italian, and Romansh), and company names may be registered in any of them — or in English or another language entirely. However:

• The legal form designation should correspond to the language of the name or be presented in one of the nationally recognised abbreviations (AG/SA/SA, GmbH/Sàrl/Sagl).
• If the name is in a language other than the official languages, the commercial registry may request clarification regarding its meaning to assess compliance with the truthfulness principle.
• Bilingual or trilingual names are permissible, provided they are not confusing.

Geographic and National Designations

Using terms such as “Swiss,” “Schweizer,” “Suisse,” “Helvetic,” or cantonal names (e.g., “Zurich,” “Geneva,” “Zug”) in a company name is permitted, subject to the following constraints:

• The geographic reference must not misleadingly suggest a governmental, quasi-governmental, or national affiliation.
• The company must have a genuine connection to the geographic area referenced (e.g., its registered office is in the relevant canton or the company conducts significant business there).
• Terms like “National,” “Federal,” or “Eidgenössisch” are generally reserved for public-sector entities and will be rejected for private companies.

Protected Terms

Certain terms are protected under Swiss law and may not be used in company names without authorisation:

• “Bank” / “Banque” / “Banca”: Restricted to entities holding a banking licence from FINMA.
• “Versicherung” / “Assurance” / “Assicurazione”: Restricted to licensed insurance companies.
• “Börse” / “Bourse”: Restricted to recognised stock exchanges.
• “Treuhand” / “Fiduciaire”: While not strictly restricted, use of these terms implies fiduciary services and may trigger regulatory scrutiny.
• Red Cross / Swiss cross: Use of the Swiss cross or Red Cross emblem in company names or logos is regulated by the Federal Act on the Protection of Swiss Coat of Arms and Other Public Signs.

Pre-Registration Name Check

Before proceeding with notarisation and formation, founders should conduct a preliminary name search through the central commercial registry database (Zefix). The Zefix database allows searches across all Swiss cantons and is accessible free of charge online.

A positive Zefix search does not guarantee approval — the cantonal registrar may still reject a name on other grounds — but it significantly reduces the risk of a post-filing refusal.

Trademark Considerations

Registering a company name in the commercial registry does not confer trademark protection. Conversely, a registered trademark does not guarantee the availability of a corresponding company name. Founders who intend to build a brand around their company name should:

1. Search the commercial registry (Zefix) for conflicting company names.
2. Search the Swiss trademark register (Swissreg / IPI) for conflicting trademarks.
3. Consider searching international trademark databases (WIPO Madrid System) for cross-border conflicts.
4. File a trademark application with the Swiss Federal Institute of Intellectual Property (IPI) if they wish to protect the name beyond the scope of the commercial registry.

Name Changes

A company may change its name after formation, but the process requires:

• For an AG or GmbH: A resolution of the shareholders’ meeting amending the articles of association, notarisation of the amendment, and re-registration with the commercial registry.
• For a sole proprietorship or partnership: A notification to the commercial registry with updated documentation.
• Name change fees are comparable to initial registration fees.

Practical Recommendations

1. Choose a distinctive name: Generic or highly descriptive names (e.g., “Swiss Trading Company GmbH”) may face availability challenges and offer weak brand protection.
2. Check availability early: Conduct Zefix and trademark searches before investing in branding, domain names, or marketing materials.
3. Keep it concise: Excessively long names create practical difficulties in banking, contracts, and correspondence.
4. Consider international readability: If the company will operate internationally, a name that is easily pronounced and understood across languages is advantageous.
5. Secure the domain: Ensure the corresponding web domain is available before committing to a name.
6. Budget for potential changes: If the registrar rejects the first-choice name, having alternatives ready avoids delays in the startup formation timeline.

Donovan Vanderbilt is a contributing editor at ZUG BUSINESS. This article is informational and does not constitute legal, tax, or financial advice.