What’s in a name? Understand trade names, vehicle markings and your MCS-150
In the current climate of acquisitions and mergers, something as simple as a name has the potential to cause serious confusion and can even result in citations and penalties.
When registering with the FMCSA (Federal Motor Carrier Safety Administration), entities must provide their full legal name, and this is the name that must appear on all official records. However, trade names are commonly used by carriers for several reasons. It is important to be clear about when and where this is allowed.
What is a trade name?
A trade name is a pseudonym or a less formal name that the company prefers to hold themselves out to the public as. Trade names are also referred to as “doing business as” or “DBA” names. The most common type of a trade name is to simply drop the suffix from the legal name. For instance, “J. J. Keller & Associates, Inc’s” trade name might simply be “JJ Keller.”
The concept of using a different name than a legal name is not hugely different from a person who does not like their proper given name, or prefers a simpler name, using a nickname. The difference is that the process of using a trade name can vary based on the state of incorporation.
Why are trade names used?
When a company is acquired through an asset purchase, the old company usually ceases to exist. The assets are simply moved into the acquiring company’s portfolio. These assets may include the buildings, contents of buildings, vehicles, and employees. The acquired company’s name, though, is also an asset. The company may have built considerable name recognition and customer base. The acquiring company may decide to keep the vehicles branded with colors and name (less any legal suffixes) as previously.
Another reason for using trade names is to differentiate business segments of the operation. For instance, a carrier may have intermodal, expedite, dedicated, and brokerage divisions all operating under the corporate legal name. The entity may create a trade name for each division using a shortened version of the legal name followed by the business segment, e.g., “Carrier Name Dedicated.”
Vehicle markings: Where can trade names be used?
Since trade names are branding that a company holds themselves out to the public as, the one place a carrier can conditionally use a trade name is in vehicle markings. The standard vehicle markings are the:
- Carrier’s full legal name,
- Letters “USDOT,” and
- Carrier’s USDOT number.
If a carrier includes a trade name in their MCS-150, the trade name can appear on the vehicles instead of the legal name. The vehicle markings must be on both sides of the powered unit.
The MCS-150: How many trade names can a carrier have?
The FMCSA does not limit the number of trade names allowed. When listing the trade names on the MCS-150, the names should be separated by a comma, semi-colon, hyphen, or similar character. If the carrier has more trade names than fit on the MCS-150, it is recommended the carrier provide the driver a list of trade names that do not fit on the MCS-150. The driver then should provide the list to any enforcement officer.
Key to remember: Before using trade names in your operations, be sure to understand where and when they are allowed to stay in compliance with FMCSA rules.