All corporate names must contain a distinctive or unique word or term that can be used to differentiate that corporation from all other corporations.
A name lacks distinctiveness when it is only descriptive of the products or services offered by the corporation. For example, “Motors Inc.” and “Windows Ltd.” lack distinctiveness. Both of these names would require the addition of distinctive elements, such as “North Toronto Motors Inc.” or “Johnson Windows Ltd.”
Words or terms that merely describe the quality of goods and services are generally not considered distinctive elements. For example, “Fast Motors Inc.” and “Mechanical Motors Inc.” would probably not be accepted. However, exceptions may be made when:
Alliteration creates an acceptable level of distinctiveness, as in “Magnificent Mechanical Motors”
The descriptive term is one that is not usually used to describe the goods or services offered by the company. For example, “Good Motors Inc.” is not distinctive, because any number of motors may be described as good. “Furious Motors Inc.” may be sufficiently distinctive, because motors are rarely described as “furious”.