WHEN ANNIE ADAMSON pivoted her espresso enterprise, Bean Right here, Bean There, from serving commuters at railway stations to offering sustenance at weddings and events from the again of a Piaggio Ape three-wheeler, she wished a brand new identify. “I assumed I might be the highest canine, the top honcho, the queen bee of cell espresso,” she says. With such lofty ambitions, the identify was apparent: Queen Bean Espresso. She crammed within the needed paperwork and despatched it to Firms Home. She additionally emailed the Cupboard Workplace to ask for permission. “I’m under no circumstances inferring any connection to our monarch or certainly any monarch apart from that of the bee world,” she wrote (ape is Italian for bee).
The reply from the Royal Names Crew arrived swiftly, telling her she couldn’t be Queen Bean as a result of her connection to “the phrase Queen shouldn’t be robust sufficient”. The e-mail recommended some variations, similar to Bean Queen. In the long run Ms Adamson settled on Queen Bee Espresso, which makes up in its indeniable standing as a standard noun what it lacks in bean-based wordplay. She was eager, she says, to select one thing that “will work for my enterprise however not displease her majesty’s authorities”.
Ms Adamson fell foul of a posh net of guidelines on the naming of companies in Britain. An organization identify have to be distinctive. It should not be offensive. And it should skirt round three classes of delicate phrases that require various ranges of permission from a wealthy assortment of presidency departments and personal entities. A major listing of 135 delicate phrases or phrases, similar to “queen”, have to be accredited by a secretary of state or their consultant. One other 28, similar to “company” or “meeting”, include looser preconditions. And there are 25 “different regulated phrases and expressions”, similar to “architect” or variations on “Olympic”. Final 12 months Firms Home vetoed 87 names, together with Toss Charity, Panda Knob and Royal Nuts—the latter most likely due to the primary phrase in its identify, relatively than the second.
Business our bodies and regulators maintain tabs on would-be impostors. Thus the Monetary Conduct Authority should log out any agency calling itself a “financial institution”, the Nursing & Midwifery Council something with the phrase “nurse”, and so forth. The Firm of Cutlers should difficulty a letter of non-objection earlier than any firm might use the phrase “Sheffield”, a metropolis well-known for its silverware. Any enterprise utilizing the phrase “scrivener”, a form of authorized officer, wants clearance from the Church of England, which regulates the occupation. “English” at the beginning of a reputation requires house owners to indicate that their agency “is pre-eminent or very substantial in its sector”.
A minimum of entrepreneurs have had extra phrases out there to them since 2015, when easier guidelines got here into impact. Phrases they will now register with out regulation or oversight embrace “register”, “regulation” and “oversight”.■