diff --git a/README.md b/README.md
index 7b480822..9510d0e9 100644
--- a/README.md
+++ b/README.md
@@ -1,7 +1,7 @@
 Etcher
 ======
 
-> A better way to burn OS images to SD cards
+> A better way to flash OS images to SD cards
 
 [![dependencies](https://david-dm.org/resin-io/etcher.svg)](https://david-dm.org/resin-io/etcher.svg)
 [![Build Status](https://travis-ci.org/resin-io/etcher.svg?branch=master)](https://travis-ci.org/resin-io/etcher)
diff --git a/assets/images/burn.svg b/assets/images/flash.svg
similarity index 100%
rename from assets/images/burn.svg
rename to assets/images/flash.svg
diff --git a/lib/browser/app.js b/lib/browser/app.js
index 5fcf2945..bae59348 100644
--- a/lib/browser/app.js
+++ b/lib/browser/app.js
@@ -107,9 +107,9 @@ app.controller('AppController', function(
   this.success = true;
 
   // This catches the case where the user enters
-  // the settings screen when a burn finished
+  // the settings screen when a flash finished
   // and goes back to the main screen with the back button.
-  if (!this.writer.isBurning()) {
+  if (!this.writer.isFlashing()) {
 
     this.selection.clear({
 
@@ -198,7 +198,7 @@ app.controller('AppController', function(
   };
 
   this.reselectImage = function() {
-    if (self.writer.isBurning()) {
+    if (self.writer.isFlashing()) {
       return;
     }
 
@@ -212,7 +212,7 @@ app.controller('AppController', function(
   };
 
   this.reselectDrive = function() {
-    if (self.writer.isBurning()) {
+    if (self.writer.isFlashing()) {
       return;
     }
 
@@ -230,30 +230,30 @@ app.controller('AppController', function(
     AnalyticsService.logEvent('Restart after failure');
   };
 
-  this.burn = function(image, drive) {
+  this.flash = function(image, drive) {
 
-    // Stop scanning drives when burning
+    // Stop scanning drives when flashing
     // otherwise Windows throws EPERM
     self.scanner.stop();
 
-    AnalyticsService.logEvent('Burn', {
+    AnalyticsService.logEvent('Flash', {
       image: image,
       device: drive.device
     });
 
-    return self.writer.burn(image, drive).then(function(success) {
+    return self.writer.flash(image, drive).then(function(success) {
 
-      // TODO: Find a better way to manage burn/check
+      // TODO: Find a better way to manage flash/check
       // success/error state than a global boolean flag.
       self.success = success;
 
       if (self.success) {
-        NotificationService.send('Success!', 'You burn is complete');
+        NotificationService.send('Success!', 'Your flash is complete');
         AnalyticsService.logEvent('Done');
         $state.go('success');
       } else {
-        NotificationService.send('Oops!', 'Looks like your burn has failed');
-        AnalyticsService.logEvent('Burn error');
+        NotificationService.send('Oops!', 'Looks like your flash has failed');
+        AnalyticsService.logEvent('Flash error');
       }
     })
     .catch(dialog.showError)
diff --git a/lib/browser/modules/image-writer.js b/lib/browser/modules/image-writer.js
index 21719e1d..2e8319a9 100644
--- a/lib/browser/modules/image-writer.js
+++ b/lib/browser/modules/image-writer.js
@@ -38,10 +38,10 @@ const imageWriter = angular.module('Etcher.image-writer', [
 
 imageWriter.service('ImageWriterService', function($q, $timeout, SettingsModel, NotifierService) {
   let self = this;
-  let burning = false;
+  let flashing = false;
 
   /**
-   * @summary Reset burn state
+   * @summary Reset flash state
    * @function
    * @public
    *
@@ -56,7 +56,7 @@ imageWriter.service('ImageWriterService', function($q, $timeout, SettingsModel,
   };
 
   /**
-   * @summary Burn progress state
+   * @summary Flash progress state
    * @type Object
    * @public
    */
@@ -64,36 +64,36 @@ imageWriter.service('ImageWriterService', function($q, $timeout, SettingsModel,
   this.resetState();
 
   /**
-   * @summary Check if currently burning
+   * @summary Check if currently flashing
    * @function
    * @private
    *
-   * @returns {Boolean} whether is burning or not
+   * @returns {Boolean} whether is flashing or not
    *
    * @example
-   * if (ImageWriterService.isBurning()) {
-   *   console.log('We\'re currently burning');
+   * if (ImageWriterService.isFlashing()) {
+   *   console.log('We\'re currently flashing');
    * }
    */
-  this.isBurning = function() {
-    return burning;
+  this.isFlashing = function() {
+    return flashing;
   };
 
   /**
-   * @summary Set the burning status
+   * @summary Set the flashing status
    * @function
    * @private
    *
    * @description
    * This function is extracted for testing purposes.
    *
-   * @param {Boolean} status - burning status
+   * @param {Boolean} status - flashing status
    *
    * @example
-   * ImageWriterService.setBurning(true);
+   * ImageWriterService.setFlashing(true);
    */
-  this.setBurning = function(status) {
-    burning = Boolean(status);
+  this.setFlashing = function(status) {
+    flashing = Boolean(status);
   };
 
   /**
@@ -122,7 +122,7 @@ imageWriter.service('ImageWriterService', function($q, $timeout, SettingsModel,
   };
 
   /**
-   * @summary Burn an image to a drive
+   * @summary Flash an image to a drive
    * @function
    * @public
    *
@@ -135,18 +135,18 @@ imageWriter.service('ImageWriterService', function($q, $timeout, SettingsModel,
    * @returns {Promise}
    *
    * @example
-   * ImageWriterService.burn('foo.img', {
+   * ImageWriterService.flash('foo.img', {
    *   device: '/dev/disk2'
    * }).then(function() {
    *   console.log('Write completed!');
    * });
    */
-  this.burn = function(image, drive) {
-    if (self.isBurning()) {
-      return $q.reject(new Error('There is already a burn in progress'));
+  this.flash = function(image, drive) {
+    if (self.isFlashing()) {
+      return $q.reject(new Error('There is already a flash in progress'));
     }
 
-    self.setBurning(true);
+    self.setFlashing(true);
 
     return self.performWrite(image, drive, function(state) {
 
@@ -165,7 +165,7 @@ imageWriter.service('ImageWriterService', function($q, $timeout, SettingsModel,
       });
 
     }).finally(function() {
-      self.setBurning(false);
+      self.setFlashing(false);
     });
   };
 
diff --git a/lib/browser/pages/finish/controllers/finish.js b/lib/browser/pages/finish/controllers/finish.js
index d9bd0778..822f43bb 100644
--- a/lib/browser/pages/finish/controllers/finish.js
+++ b/lib/browser/pages/finish/controllers/finish.js
@@ -26,7 +26,7 @@ module.exports = function($state, SelectionStateModel, ImageWriterService, Analy
   this.settings = SettingsModel.data;
 
   /**
-   * @summary Restart the burning process
+   * @summary Restart the flashing process
    * @function
    * @public
    *
diff --git a/lib/browser/pages/finish/finish.js b/lib/browser/pages/finish/finish.js
index 8f4e75c6..bd9f28c4 100644
--- a/lib/browser/pages/finish/finish.js
+++ b/lib/browser/pages/finish/finish.js
@@ -20,7 +20,7 @@
  * @module Etcher.Pages.Finish
  *
  * The finish page represents the application state where
- * the the burn/validation has completed.
+ * the the flash/validation has completed.
  *
  * Its purpose is to display success or failure information,
  * as well as the "next steps".
diff --git a/lib/browser/pages/finish/templates/success.tpl.html b/lib/browser/pages/finish/templates/success.tpl.html
index 4e9f1965..d5a29e56 100644
--- a/lib/browser/pages/finish/templates/success.tpl.html
+++ b/lib/browser/pages/finish/templates/success.tpl.html
@@ -1,13 +1,13 @@
 <div class="row around-xs">
   <div class="col-xs">
     <div class="box text-center">
-      <h3><span class="tick tick--success" class="space-right-tiny"></span> Burn Complete!</h3>
+      <h3><span class="tick tick--success" class="space-right-tiny"></span> Flash Complete!</h3>
       <p class="soft space-vertical-medium" ng-show="finish.settings.unmountOnSuccess">Safely ejected and ready for use</p>
 
       <div class="row center-xs space-vertical-large">
         <div class="col-xs-4 space-medium">
           <div class="box">
-            <p class="soft button-label">Would you like to burn the same image?</p>
+            <p class="soft button-label">Would you like to flash the same image?</p>
 
             <button class="btn btn-primary btn-brick" ng-click="finish.restart({ preserveImage: true })">
               Use <b>same</b> image
@@ -19,7 +19,7 @@
 
         <div class="col-xs-4 space-medium">
           <div class="box">
-            <p class="soft button-label">Would you like to burn a new image?</p>
+            <p class="soft button-label">Would you like to flash a new image?</p>
 
             <button class="btn btn-primary btn-brick" ng-click="finish.restart()">
               Use <b>new</b> image
diff --git a/lib/partials/main.html b/lib/partials/main.html
index 025db3e4..8c39e747 100644
--- a/lib/partials/main.html
+++ b/lib/partials/main.html
@@ -46,20 +46,20 @@
 
   <div class="col-xs">
     <div class="box text-center">
-      <hero-icon path="../assets/images/burn.svg" ng-disabled="!app.selection.hasImage() || !app.selection.hasDrive()" label="BURN IMAGE"></hero-icon>
+      <hero-icon path="../assets/images/flash.svg" ng-disabled="!app.selection.hasImage() || !app.selection.hasDrive()" label="FLASH IMAGE"></hero-icon>
       <span class="badge space-top-medium" ng-disabled="!app.selection.hasImage() || !app.selection.hasDrive()">3</span>
 
       <div class="space-vertical-large">
         <progress-button class="btn-brick"
           percentage="app.writer.state.progress"
           striped="{{ app.writer.state.type == 'check' }}"
-          ng-attr-active="{{ app.writer.isBurning() }}"
+          ng-attr-active="{{ app.writer.isFlashing() }}"
           ng-show="app.success"
-          ng-click="app.burn(app.selection.getImage(), app.selection.getDrive())"
+          ng-click="app.flash(app.selection.getImage(), app.selection.getDrive())"
           ng-disabled="!app.selection.hasImage() || !app.selection.hasDrive()">
-            <span ng-show="app.writer.state.progress == 100 && app.writer.isBurning()">Finishing...</span>
-            <span ng-show="app.writer.state.progress == 0 && !app.writer.isBurning()">Burn!</span>
-            <span ng-show="app.writer.state.progress == 0 && app.writer.isBurning() && !app.writer.state.speed">Starting...</span>
+            <span ng-show="app.writer.state.progress == 100 && app.writer.isFlashing()">Finishing...</span>
+            <span ng-show="app.writer.state.progress == 0 && !app.writer.isFlashing()">Flash!</span>
+            <span ng-show="app.writer.state.progress == 0 && app.writer.isFlashing() && !app.writer.state.speed">Starting...</span>
             <span ng-show="app.writer.state.speed && app.writer.state.progress != 100 && app.writer.state.type != 'check'"
               ng-bind="app.writer.state.progress + '% '"></span>
             <span ng-show="app.writer.state.speed && app.writer.state.progress != 100 && app.writer.state.type == 'check'"
diff --git a/package.json b/package.json
index bbb453a2..02c9a746 100644
--- a/package.json
+++ b/package.json
@@ -3,7 +3,7 @@
   "displayName": "Etcher",
   "version": "1.0.0-beta.2",
   "main": "lib/etcher.js",
-  "description": "An image burner with support for Windows, OS X and GNU/Linux.",
+  "description": "An image flasher with support for Windows, OS X and GNU/Linux.",
   "homepage": "https://github.com/resin-io/etcher",
   "repository": {
     "type": "git",
diff --git a/screenshot.png b/screenshot.png
index d886ade0..8ff4d2a5 100644
Binary files a/screenshot.png and b/screenshot.png differ
diff --git a/tests/browser/modules/image-writer.spec.js b/tests/browser/modules/image-writer.spec.js
index 7748856d..6a8ce395 100644
--- a/tests/browser/modules/image-writer.spec.js
+++ b/tests/browser/modules/image-writer.spec.js
@@ -52,42 +52,42 @@ describe('Browser: ImageWriter', function() {
 
     });
 
-    describe('.isBurning()', function() {
+    describe('.isFlashing()', function() {
 
       it('should return false by default', function() {
-        m.chai.expect(ImageWriterService.isBurning()).to.be.false;
+        m.chai.expect(ImageWriterService.isFlashing()).to.be.false;
       });
 
-      it('should return true if burning', function() {
-        ImageWriterService.setBurning(true);
-        m.chai.expect(ImageWriterService.isBurning()).to.be.true;
+      it('should return true if flashing', function() {
+        ImageWriterService.setFlashing(true);
+        m.chai.expect(ImageWriterService.isFlashing()).to.be.true;
       });
 
     });
 
-    describe('.setBurning()', function() {
+    describe('.setFlashing()', function() {
 
-      it('should be able to set burning to true', function() {
-        ImageWriterService.setBurning(true);
-        m.chai.expect(ImageWriterService.isBurning()).to.be.true;
+      it('should be able to set flashing to true', function() {
+        ImageWriterService.setFlashing(true);
+        m.chai.expect(ImageWriterService.isFlashing()).to.be.true;
       });
 
-      it('should be able to set burning to false', function() {
-        ImageWriterService.setBurning(false);
-        m.chai.expect(ImageWriterService.isBurning()).to.be.false;
+      it('should be able to set flashing to false', function() {
+        ImageWriterService.setFlashing(false);
+        m.chai.expect(ImageWriterService.isFlashing()).to.be.false;
       });
 
       it('should cast to boolean by default', function() {
-        ImageWriterService.setBurning('hello');
-        m.chai.expect(ImageWriterService.isBurning()).to.be.true;
+        ImageWriterService.setFlashing('hello');
+        m.chai.expect(ImageWriterService.isFlashing()).to.be.true;
 
-        ImageWriterService.setBurning('');
-        m.chai.expect(ImageWriterService.isBurning()).to.be.false;
+        ImageWriterService.setFlashing('');
+        m.chai.expect(ImageWriterService.isFlashing()).to.be.false;
       });
 
     });
 
-    describe('.burn()', function() {
+    describe('.flash()', function() {
 
       describe('given a succesful write', function() {
 
@@ -100,31 +100,31 @@ describe('Browser: ImageWriter', function() {
           this.performWriteStub.restore();
         });
 
-        it('should set burning to false when done', function() {
-          ImageWriterService.burn('foo.img', '/dev/disk2');
+        it('should set flashing to false when done', function() {
+          ImageWriterService.flash('foo.img', '/dev/disk2');
           $rootScope.$apply();
-          m.chai.expect(ImageWriterService.isBurning()).to.be.false;
+          m.chai.expect(ImageWriterService.isFlashing()).to.be.false;
         });
 
         it('should prevent writing more than once', function() {
-          ImageWriterService.burn('foo.img', '/dev/disk2');
-          ImageWriterService.burn('foo.img', '/dev/disk2');
+          ImageWriterService.flash('foo.img', '/dev/disk2');
+          ImageWriterService.flash('foo.img', '/dev/disk2');
           $rootScope.$apply();
           m.chai.expect(this.performWriteStub).to.have.been.calledOnce;
         });
 
-        it('should reject the second burn attempt', function() {
-          ImageWriterService.burn('foo.img', '/dev/disk2');
+        it('should reject the second flash attempt', function() {
+          ImageWriterService.flash('foo.img', '/dev/disk2');
 
           let rejectError = null;
-          ImageWriterService.burn('foo.img', '/dev/disk2').catch(function(error) {
+          ImageWriterService.flash('foo.img', '/dev/disk2').catch(function(error) {
             rejectError = error;
           });
 
           $rootScope.$apply();
 
           m.chai.expect(rejectError).to.be.an.instanceof(Error);
-          m.chai.expect(rejectError.message).to.equal('There is already a burn in progress');
+          m.chai.expect(rejectError.message).to.equal('There is already a flash in progress');
         });
 
       });
@@ -140,15 +140,15 @@ describe('Browser: ImageWriter', function() {
           this.performWriteStub.restore();
         });
 
-        it('should set burning to false when done', function() {
-          ImageWriterService.burn('foo.img', '/dev/disk2');
+        it('should set flashing to false when done', function() {
+          ImageWriterService.flash('foo.img', '/dev/disk2');
           $rootScope.$apply();
-          m.chai.expect(ImageWriterService.isBurning()).to.be.false;
+          m.chai.expect(ImageWriterService.isFlashing()).to.be.false;
         });
 
         it('should be rejected with the error', function() {
           let rejection;
-          ImageWriterService.burn('foo.img', '/dev/disk2').catch(function(error) {
+          ImageWriterService.flash('foo.img', '/dev/disk2').catch(function(error) {
             rejection = error;
           });