When you define an image style, you will need to choose a displayed name and a machine name. The displayed name is shown in administrative pages, and the machine name is used to generate the URL for accessing an image processed in that style. There are two common approaches to naming image styles: either based on the effects being applied (for example, <em>Square 85x85</em>), or based on where you plan to use it (for example, <em>Profile picture</em>).