How to Name Your New Jersey LLC
Learn how to name your LLC in New Jersey — check name availability, follow NJ naming rules, reserve your name, and register with the Division of Revenue and Enterprise Services.
Bizee Editorial Staff
Editorial Team
New Jersey LLC naming at a glance
Filing fee: $125 state filing fee for LLC Certificate of Formation
Processing time: [PROCESSING_TIME]
State agency: New Jersey Department of the Treasury, Division of Revenue and Enterprise Services
Annual report due: Annual report due each year by the last day of the anniversary month of formation
State tax rate: New Jersey imposes a minimum annual LLC fee ranging from $500 to $2,000 based on gross receipts, plus state income tax on members
NJ LLC naming rules
New Jersey LLC names must include the words "Limited Liability Company" or an accepted abbreviation — "LLC" or "L.L.C." — and must be distinguishable from every other active business name and reserved name on file with the New Jersey Division of Revenue and Enterprise Services. The name can't be deceptively similar to an existing entity.
Beyond the uniqueness requirement, New Jersey restricts certain words that imply a connection to government agencies or regulated industries. Words like "bank," "university," "insurance," and "police" generally require proper authorization or are prohibited if they'd mislead the public about what your business does.
These rules come from New Jersey's Revised Uniform Limited Liability Company Act and are enforced at the time you file your Certificate of Formation. Getting the name right before you file saves you from having to amend later.
How to check NJ business name availability
Check NJ LLC name availability through the New Jersey Department of the Treasury's online Business Name Search portal before you file anything. The search returns existing and similar entity names so you can see whether your proposed name is already taken or too close to another registered business.
When you run the search, leave off the ending designator — don't include "LLC" or "Inc." in the search field. The system automatically inserts a wildcard at the end of each term, so searching the core name returns everything that starts with or contains that text. That gives you a broader picture of potential conflicts.
New Jersey also offers a separate Business Name Availability lookup that returns a direct availability response for a specific proposed name. Running both tools before you file is worth the few extra minutes — a name conflict caught early is much easier to fix than one discovered after your Certificate of Formation is rejected.
How to reserve your NJ LLC name
New Jersey lets you reserve an LLC name before you're ready to file by submitting Form UNRR-1, the Application for Reservation of Name, to the Division of Revenue and Enterprise Services. The filing fee is $50.
Form UNRR-1 lets you list up to 3 name options, and the state will reserve the first available one. The Division checks name availability as part of the review, so the name you reserve still needs to be distinguishable from existing entities. Run the Business Name Availability search first to improve your odds.
Trademarks and service marks
Clearing your name with the New Jersey Division of Revenue confirms it's available in the state's business registry — but it doesn't tell you whether the name infringes on a federally registered trademark. Those are two separate checks.
Before you commit to a name, search the U.S. Patent and Trademark Office's TESS database to see whether the name — or something close to it — is already trademarked. Using a name that conflicts with an existing trademark can mean rebranding after you've already filed, printed materials, and built a customer base. A trademark attorney can help you figure out whether your name is clear.
DBA names in New Jersey
New Jersey allows LLCs to do business under a name that's different from their legal LLC name. This is called an alternate name — sometimes referred to as a DBA (doing business as). You don't have to use your full legal LLC name on every customer-facing touchpoint if you register an alternate name.
An alternate name is useful when your legal name is long or technical and you want a shorter, more recognizable name for marketing. The alternate name still needs to meet New Jersey's naming rules and be distinguishable from other registered names. You register it separately from your LLC formation — it doesn't replace your legal name on state records.
How to register your NJ LLC name
Your LLC name gets registered when you file your Certificate of Formation — called the Public Records Filing for New Business Entity — with the New Jersey Department of the Treasury, Division of Revenue and Enterprise Services. The name you list on that filing becomes your official legal name.
Before you file, confirm your name is available using the state's Business Name Search and Business Name Availability tools. The Division will reject a Certificate of Formation if the name conflicts with an existing entity or reserved name on file.
If you need to change your LLC's name after formation, file a Certificate of Amendment using Form DOC 11 with the Division of Revenue and Enterprise Services. You can submit it online through the State of New Jersey Business Charter Amendments service.
FAQ
Use the New Jersey Division of Revenue and Enterprise Services' online Business Name Search portal at my.nj.gov to search existing registered entities. Enter the core name without the LLC designator — the system adds a wildcard automatically. New Jersey also offers a separate Business Name Availability lookup that returns a direct yes-or-no response for a specific proposed name.
Your NJ LLC name must include "Limited Liability Company," "LLC," or "L.L.C." It must be distinguishable from all other active and reserved business names on file with the Division of Revenue and Enterprise Services. Certain words — like "bank," "university," and "insurance" — require authorization or are restricted if they'd mislead the public about your business.
Yes. New Jersey allows LLCs to register an alternate name — commonly called a DBA — and do business under that name instead of the full legal LLC name. The alternate name must still meet state naming rules and be distinguishable from other registered names. It's registered separately from your LLC formation and doesn't replace your legal name on state records.
Yes. File Form UNRR-1, the Application for Reservation of Name, with the New Jersey Division of Revenue and Enterprise Services. The filing fee is $50. You can list up to 3 name options on the form, and the state will reserve the first available one. The name still needs to be distinguishable from existing entities — run the Business Name Availability search before you file.
File a Certificate of Amendment using Form DOC 11 with the New Jersey Division of Revenue and Enterprise Services. The form requires your LLC's current name as it appears on state records and the new name you're adopting. You can file it online through the State of New Jersey Business Charter Amendments service, which issues a certificate confirming acceptance.
Leave off "LLC" or "Inc." when you search — the New Jersey Business Name Search system adds a wildcard automatically, so omitting the designator returns a broader set of similar names. Run both the Business Name Search and the Business Name Availability lookup. Then check the USPTO trademark database separately, since state registry clearance doesn't cover federal trademark conflicts.
