diff --git a/plinth/templates/base.html b/plinth/templates/base.html
index 3caba259e..95060ef6a 100644
--- a/plinth/templates/base.html
+++ b/plinth/templates/base.html
@@ -86,7 +86,7 @@
         {% block mainmenu_left %}
           <span class="navbar-brand">
             <img src="{% static 'theme/img/freedombox-logo-32px.png' %}"
-                 alt="{% trans "FreedomBox" %}" />
+                 alt="{{ cfg.box_name }}" />
           </span>
           <a href="{% url 'index' %}" class="navbar-brand" title="{% trans "Applications" %}">
             <span class="glyphicon glyphicon-th"></span>