Colonias' in the United States are a relatively recent phenomenon for planning practitioners and scholars. Most of the focus of policy and literature has been on the unregulated, substandard settlements in Texas, New Mexico and Arizona. Past studies of colonias in the three states have criticized policy efficacy and questioned whether colonias are appropriately or adequately defined. Our objective in this essay is complementary. We draw from the literature, and our research in California, to explain and share our concerns with the policy practice of naming settlements with poor infrastructure and living conditions as colonias, a Spanish-language name. We argue that the name can be misleading, prejudiced and risks being detrimental. We discuss our misgivings about federal public policy using a non-English title for labeling substandard settlements, and suggest that scholars and policymakers need to revisit the terminology.Naming people and places can be a challenging and contentious enterprise. Shakespeare's Juliet would argue that a rose by any other word would smell as sweet, and names are a meaningless convention. Walt Whitman with his penchant for the aboriginal Mannahatta over the colonial provenance of the name New York would disagree. We think that names in public policy can matter. In this essay we focus on 'colonias' in the United States, and share our concerns about the appropriateness, and potential adverse effects, of the name. While the name has a certain allure, we suggest that scholars and policymakers revisit the terminology.