Guide
Do you need an assumed name (DBA)?
Selling under a brand name takes one more filing. Here is what it costs this year and why many people hand it off.
What an assumed name is
An assumed name, often called a DBA ("doing business as"), is a business name that is different from your legal name. If your legal name is Jordan Lee and you sell as "Lakeview Vintage," that second name is an assumed name. An LLC that sells under a name other than its exact legal name needs one too.
Why people file one
- You can sell, advertise and take payments under a brand name instead of your personal name.
- Banks and payment processors often ask for the filing before opening an account in the business name.
- It keeps your personal name off receipts, packages and listings.
An assumed name does not create liability protection, and it does not give you trademark rights. It is a public record of who is behind the name.
Where you file, and what it costs
| Who you are | Where | Cost | Lasts |
|---|---|---|---|
| Illinois LLC | Illinois Secretary of State | $120 for a 2026 filing | Until the end of a calendar year divisible by 5 (per one source; confirm) |
| Sole proprietor or general partnership in Cook County | Cook County Clerk | $50, plus the newspaper notice | The county page does not state a term |
For LLCs, the state fee depends on the year you file. One source lists $150 for years ending in 0 or 5, $120 for 1 or 6, $90 for 2 or 7, $60 for 3 or 8, and $30 for 4 or 9, with a $150 renewal. That is why this year is $120. The 5-year cycle runs on fixed calendar years, so a mid-cycle filing is cheaper and lasts a shorter time.
Cook County sole proprietors: the extra steps
- Fill out the application online, print it, and sign it in front of a notary.
- Mail or deliver it to the Clerk with the $50 fee.
- Publish a legal notice in a local newspaper within 15 days, once a week for 3 weeks in a row.
- Get proof of publication to the Clerk within 50 days of your application. Then the Clerk issues your certificate.
The newspaper step is the part most people do not expect. Newspaper charges are separate from the county fee.
Check the name first
Search the Illinois Secretary of State business name database and the USPTO trademark database before you file. A filing does not stop someone else from using a similar name.
Checked Oct 27, 2026 against the Cook County Clerk and a secondary source for the state fee schedule. Confirm current fees and terms with the Illinois Secretary of State and the Cook County Clerk.
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