an assumed name

1. A name that one uses to conceal their true identity. The suspect is Tom Jordan, but we think he's using an assumed name these days. A: "It'll be all right—we'll just go on the run, and cut and dye our hair, and start using assumed names." B: "Have you lost your mind?" Though she had begun to use an assumed name, the police still caught up to her.

2. A name used publicly by a business that differs from its incorporated name; a DBA ("doing business as") name. I know their company is Wordsmith, Inc., but I think they use an assumed name in some territories. A: "You may not know FlemCorp Inc. because I'm pretty sure they have an assumed name. Smile Town, maybe?" B: "Oh yeah, I've heard of Smile Town." Are bakeries required to have cutesy assumed names? It sure seems like it!