diff --git a/src/Umbraco.Core/Models/ContentTypeBase.cs b/src/Umbraco.Core/Models/ContentTypeBase.cs
index 760c0e2116..da4cdcfd19 100644
--- a/src/Umbraco.Core/Models/ContentTypeBase.cs
+++ b/src/Umbraco.Core/Models/ContentTypeBase.cs
@@ -6,6 +6,7 @@ using System.Linq;
 using System.Reflection;
 using System.Runtime.Serialization;
 using Umbraco.Core.Models.EntityBase;
+using Umbraco.Core.Strings;
 
 namespace Umbraco.Core.Models
 {
@@ -173,7 +174,8 @@ namespace Umbraco.Core.Models
             {
                 SetPropertyValueAndDetectChanges(o =>
                     {
-                        _alias = value.ToSafeAlias();
+                        //_alias = value.ToSafeAlias();
+                        _alias = value.ToCleanString(CleanStringType.Alias | CleanStringType.UmbracoCase);
                         return _alias;
                     }, _alias, AliasSelector);
             }
diff --git a/src/Umbraco.Core/Models/PropertyType.cs b/src/Umbraco.Core/Models/PropertyType.cs
index 2168edba2f..f66a23d12c 100644
--- a/src/Umbraco.Core/Models/PropertyType.cs
+++ b/src/Umbraco.Core/Models/PropertyType.cs
@@ -4,6 +4,7 @@ using System.Runtime.Serialization;
 using System.Text.RegularExpressions;
 using Umbraco.Core.Models.EntityBase;
 using Umbraco.Core.Persistence.Mappers;
+using Umbraco.Core.Strings;
 
 namespace Umbraco.Core.Models
 {
@@ -94,7 +95,7 @@ namespace Umbraco.Core.Models
             {
                 SetPropertyValueAndDetectChanges(o =>
                 {
-                    _alias = value;
+                    _alias = value.ToCleanString(CleanStringType.Alias | CleanStringType.UmbracoCase);
                     return _alias;
                 }, _alias, AliasSelector);
             }
diff --git a/src/Umbraco.Core/Strings/CleanStringType.cs b/src/Umbraco.Core/Strings/CleanStringType.cs
index 4c53be4cb8..ea9603ec6f 100644
--- a/src/Umbraco.Core/Strings/CleanStringType.cs
+++ b/src/Umbraco.Core/Strings/CleanStringType.cs
@@ -57,8 +57,9 @@ namespace Umbraco.Core.Strings
         /// <summary>
         /// Umbraco "safe alias" case.
         /// </summary>
-        /// <remarks>This is for backward compatibility. Casing is unchanged within terms,
-        /// and is pascal otherwise.</remarks>
+        /// <remarks>Uppercases the first char of each term except for the first
+        /// char of the string, everything else including the first char of the
+        /// string is unchanged.</remarks>
         UmbracoCase = 0x20,
 
 
diff --git a/src/Umbraco.Web/WebServices/CoreStringsController.cs b/src/Umbraco.Web/WebServices/CoreStringsController.cs
index 2d8c8e71ce..087caa4e50 100644
--- a/src/Umbraco.Web/WebServices/CoreStringsController.cs
+++ b/src/Umbraco.Web/WebServices/CoreStringsController.cs
@@ -20,9 +20,11 @@ namespace Umbraco.Web.WebServices
         [HttpGet]
         public JsonResult ToSafeAlias(string value)
         {
+            // always return a proper camel-cased alias
+            // when checking... javascript does a case-unsensitive comparison
             return value == null 
                 ? Json(new {error = "no value."}, JsonRequestBehavior.AllowGet) 
-                : Json(new { alias = value.ToSafeAlias() }, JsonRequestBehavior.AllowGet);
+                : Json(new { alias = value.ToCleanString(CleanStringType.Alias | CleanStringType.CamelCase) }, JsonRequestBehavior.AllowGet);
         }
 
         [HttpGet]
diff --git a/src/Umbraco.Web/umbraco.presentation/umbraco/controls/ContentTypeControlNew.ascx.cs b/src/Umbraco.Web/umbraco.presentation/umbraco/controls/ContentTypeControlNew.ascx.cs
index 0e4b20c268..3bffc3bbdc 100644
--- a/src/Umbraco.Web/umbraco.presentation/umbraco/controls/ContentTypeControlNew.ascx.cs
+++ b/src/Umbraco.Web/umbraco.presentation/umbraco/controls/ContentTypeControlNew.ascx.cs
@@ -17,6 +17,7 @@ using ClientDependency.Core;
 using Umbraco.Core;
 using Umbraco.Core.Logging;
 using Umbraco.Core.Models;
+using Umbraco.Core.Strings;
 using Umbraco.Web.UI.Controls;
 using umbraco.BusinessLogic;
 using umbraco.cms.businesslogic;
@@ -294,7 +295,7 @@ namespace umbraco.controls
                     global::Umbraco.Web.UmbracoContext.Current = asyncState.UmbracoContext;
 
                     _contentType.ContentTypeItem.Name = txtName.Text;
-                    _contentType.ContentTypeItem.Alias = txtAlias.Text;
+                    _contentType.ContentTypeItem.Alias = txtAlias.Text; // raw, contentType.Alias takes care of it
                     _contentType.ContentTypeItem.Icon = ddlIcons.SelectedValue;
                     _contentType.ContentTypeItem.Description = description.Text;
                     _contentType.ContentTypeItem.Thumbnail = ddlThumbnails.SelectedValue;
@@ -834,7 +835,9 @@ jQuery(document).ready(function() {{ refreshDropDowns(); }});
             GenericProperty gpData = gp.GenricPropertyControl;
             if (string.IsNullOrEmpty(gpData.Name.Trim()) == false && string.IsNullOrEmpty(gpData.Alias.Trim()) == false)
             {
-                var propertyTypeAlias = gpData.Alias.ToSafeAlias();
+                // when creating a property don't do anything special, propertyType.Alias will take care of it
+                // don't enforce camel here because the user might have changed what the CoreStringsController returned
+                var propertyTypeAlias = gpData.Alias;
                 if (contentTypeItem.PropertyTypeExists(propertyTypeAlias) == false)
                 {
                     //Find the DataTypeDefinition that the PropertyType should be based on
@@ -891,7 +894,8 @@ jQuery(document).ready(function() {{ refreshDropDowns(); }});
                 var propertyType = contentTypeItem.PropertyTypes.First(x => x.Alias == gpw.PropertyType.Alias);
                 if (propertyType == null) continue;
                 var dataTypeDefinition = ApplicationContext.Current.Services.DataTypeService.GetDataTypeDefinitionById(gpw.GenricPropertyControl.Type);
-                propertyType.Alias = gpw.GenricPropertyControl.Alias.ToSafeAlias();
+                // when saving, respect user's casing, so do nothing here as propertyType takes care of it
+                propertyType.Alias = gpw.GenricPropertyControl.Alias;
                 propertyType.Name = gpw.GenricPropertyControl.Name;
                 propertyType.Description = gpw.GenricPropertyControl.Description;
                 propertyType.ValidationRegExp = gpw.GenricPropertyControl.Validation;
diff --git a/src/Umbraco.Web/umbraco.presentation/umbraco/create/nodetypeTasks.cs b/src/Umbraco.Web/umbraco.presentation/umbraco/create/nodetypeTasks.cs
index d47ca194ba..fa721596f0 100644
--- a/src/Umbraco.Web/umbraco.presentation/umbraco/create/nodetypeTasks.cs
+++ b/src/Umbraco.Web/umbraco.presentation/umbraco/create/nodetypeTasks.cs
@@ -5,6 +5,7 @@ using System.Web.Security;
 using Umbraco.Core;
 using Umbraco.Core.Models;
 using umbraco.BusinessLogic;
+using Umbraco.Core.Strings;
 using umbraco.DataLayer;
 using umbraco.BasePages;
 using Umbraco.Core.IO;
@@ -52,7 +53,9 @@ namespace umbraco
                                   ? new ContentType(-1)
                                   : new ContentType(ApplicationContext.Current.Services.ContentTypeService.GetContentType(parentId));
             contentType.CreatorId = _userID;
-            contentType.Alias = Alias.Replace("'", "''");
+            // when creating a content type, enforce PascalCase
+            // preserve separator because contentType.Alias will re-alias it
+            contentType.Alias = Alias.ToCleanString(CleanStringType.Alias | CleanStringType.PascalCase, ' ');
             contentType.Name = Alias.Replace("'", "''");
             contentType.Icon = UmbracoSettings.IconPickerBehaviour == IconPickerBehaviour.HideFileDuplicates
                                    ? ".sprTreeFolder"