I'm currently researching the possibility of a new business venture. I have spent quite some time looking at possible business names. Once an idea is formed I check to see if the domain name is available as well as social media handles. This proving a difficult task, as I'm sure others find. My question though is how similar can name be to an existing company registered with Companies House? I liked the name Surefire Safety Ltd, but this is already listed. I was therefore hoping to use the name ShurFire Safety Ltd, but understand this may be too similar. Am I right in thinking this would be rejected and I would need to find a less similar name? Thanks in advance.