The aim of official personal names policy in Sweden in the first half of the 20th cen- tury was to encourage the population to adopt surnames that were more unique than the commonest patronymics borne by many people at that time (e.g. Andersson). A more unique name could be acquired by changing either to a surname used in one’s extended family or to a newly formed surname. To assist those wishing to change to a newly formed name, from 1921 onwards the Swedish state published lists of suggested surnames. This article studies a period during the first half of the 20th century that saw most activity in terms of adopting newly formed surnames. By comparing the names requested in applications for a change of surname with the lists issued by the state, it aims to show to what extent people made use of the lists of suggestions when taking a new surname. The study also examines the operations of small businesses known as namnbyråer – ‘name agencies’ – which helped name changers with their applications.