The author reveals the understanding of the nomination of urban microtoponyms as a communication method within the community: preservation and transfer of culturally significant meanings. The signs of creativity are shown in Veliky Novgorod urbanonyms: deviation from stereotypes, overcoming schemes and a combination of associative elements. The use of words-images expressiveness is shown as a leading feature of Novgorod microtoponymics. The article describes the word-image characteristics which are the basis of urbanonyms.