I learn from the FT that Britain - or at least Companies House - has a department of sensitive words. Crooked Timber has some fun suggesting potential work for a putative American equivalent. Certain words are seen as “sensitive” because they are thought to convey an impression of authority or trustworthiness and you need special permission to use them in a company name.
The indicative list of such words is more or less understandable - with one glaring exception:
"Sheffield - if you wish to use a name that includes the word 'Sheffield', we will need to establish details of the company's location and its business activities. We will also consult the Company of Cutlers in Hallamshire."
Yorkshire folk - so sensitive they need protective legislation. Who would have guessed ?