diff --git a/artiq/frontend/artiq_flash.py b/artiq/frontend/artiq_flash.py
index 00e217bcf..b29128a35 100755
--- a/artiq/frontend/artiq_flash.py
+++ b/artiq/frontend/artiq_flash.py
@@ -6,7 +6,6 @@ import os
 import subprocess
 import tempfile
 
-import artiq
 from artiq import __artiq_dir__ as artiq_dir
 from artiq.frontend.bit2bin import bit2bin
 
@@ -18,13 +17,13 @@ def get_argparser():
         epilog="""\
 Valid actions:
 
-    * proxy: load the flash proxy bitstream
-    * bitstream: write bitstream to flash
+    * proxy: load the flash proxy gateware bitstream
+    * gateware: write gateware bitstream to flash
     * bios: write bios to flash
     * runtime: write runtime to flash
     * storage: write storage image to flash
-    * load: load bitstream into device (volatile but fast)
-    * start: trigger the target to (re)load its bitstream from flash
+    * load: load gateware bitstream into device (volatile but fast)
+    * start: trigger the target to (re)load its gateware bitstream from flash
 
 Prerequisites:
 
@@ -42,7 +41,7 @@ Prerequisites:
     parser.add_argument("-f", "--storage", help="write file to storage area")
     parser.add_argument("-d", "--dir", help="look for files in this directory")
     parser.add_argument("ACTION", nargs="*",
-                        default="proxy bitstream bios runtime start".split(),
+                        default="proxy gateware bios runtime start".split(),
                         help="actions to perform, default: %(default)s")
     return parser
 
@@ -55,7 +54,7 @@ def main():
         "kc705": {
             "chip": "xc7k325t",
             "start": "xc7_program xc7.tap",
-            "bitstream": 0x000000,
+            "gateware": 0x000000,
             "bios": 0xaf0000,
             "runtime": 0xb00000,
             "storage": 0xb80000,
@@ -63,7 +62,7 @@ def main():
         "pipistrello": {
             "chip": "xc6slx45",
             "start": "xc6s_program xc6s.tap",
-            "bitstream": 0x000000,
+            "gateware": 0x000000,
             "bios": 0x170000,
             "runtime": 0x180000,
             "storage": 0x200000,
@@ -83,23 +82,23 @@ def main():
             proxy_base = "bscan_spi_{}.bit".format(config["chip"])
             proxy = None
             for p in [opts.dir, os.path.expanduser("~/.migen"),
-                    "/usr/local/share/migen", "/usr/share/migen"]:
+                      "/usr/local/share/migen", "/usr/share/migen"]:
                 proxy_ = os.path.join(p, proxy_base)
                 if os.access(proxy_, os.R_OK):
                     proxy = "jtagspi_init 0 {}".format(proxy_)
                     break
             if not proxy:
                 raise SystemExit(
-                    "proxy bitstream {} not found".format(proxy_base))
+                    "proxy gateware bitstream {} not found".format(proxy_base))
             prog.append(proxy)
-        elif action == "bitstream":
+        elif action == "gateware":
             bin = os.path.join(opts.dir, "top.bin")
             if not os.access(bin, os.R_OK):
                 bin = tempfile.mkstemp()[1]
                 bit = os.path.join(opts.dir, "top.bit")
                 conv = True
             prog.append("jtagspi_program {} 0x{:x}".format(
-                bin, config["bitstream"]))
+                bin, config["gateware"]))
         elif action == "bios":
             prog.append("jtagspi_program {} 0x{:x}".format(
                 os.path.join(opts.dir, "bios.bin"), config["bios"]))