diff --git a/flask/app.py b/flask/app.py
index 3c479df5..1056aab8 100644
--- a/flask/app.py
+++ b/flask/app.py
@@ -945,11 +945,15 @@ class Flask(_PackageBoundObject):
                           subdomain matching is in use.
         :param strict_slashes: can be used to disable the strict slashes
                                setting for this rule.  See above.
+        :param endpoint: Since version 0.8 you can also pass the enpoint,
+                         it will be used instead of generating the endpoint
+                         from the function name.
         :param options: other options to be forwarded to the underlying
                         :class:`~werkzeug.routing.Rule` object.
         """
         def decorator(f):
-            self.add_url_rule(rule, None, f, **options)
+            endpoint = options.pop("endpoint", None)
+            self.add_url_rule(rule, endpoint, f, **options)
             return f
         return decorator
 
diff --git a/flask/blueprints.py b/flask/blueprints.py
index 075961ab..8bfc610e 100644
--- a/flask/blueprints.py
+++ b/flask/blueprints.py
@@ -157,7 +157,8 @@ class Blueprint(_PackageBoundObject):
         :func:`url_for` function is prefixed with the name of the blueprint.
         """
         def decorator(f):
-            self.add_url_rule(rule, f.__name__, f, **options)
+            endpoint = options.pop("endpoint", f.__name__)
+            self.add_url_rule(rule, endpoint, f, **options)
             return f
         return decorator
 
@@ -165,6 +166,8 @@ class Blueprint(_PackageBoundObject):
         """Like :meth:`Flask.add_url_rule` but for a blueprint.  The endpoint for
         the :func:`url_for` function is prefixed with the name of the blueprint.
         """
+        if endpoint:
+            assert '.' not in endpoint, "Blueprint endpoint's should not contain dot's"
         self.record(lambda s:
             s.add_url_rule(rule, endpoint, view_func, **options))
 
diff --git a/flask/testsuite/basic.py b/flask/testsuite/basic.py
index 33975b99..078027b9 100644
--- a/flask/testsuite/basic.py
+++ b/flask/testsuite/basic.py
@@ -895,6 +895,32 @@ class BasicFunctionalityTestCase(FlaskTestCase):
             rv = c.post('/foo', data={}, follow_redirects=True)
             self.assert_equal(rv.data, 'success')
 
+    def test_route_decorator_custom_endpoint(self):
+        app = flask.Flask(__name__)
+        app.debug = True
+
+        @app.route('/foo/')
+        def foo():
+            return flask.request.endpoint
+
+        @app.route('/bar/', endpoint='bar')
+        def for_bar():
+            return flask.request.endpoint
+
+        @app.route('/bar/123', endpoint='123')
+        def for_bar_foo():
+            return flask.request.endpoint
+
+        with app.test_request_context():
+            assert flask.url_for('foo') == '/foo/'
+            assert flask.url_for('bar') == '/bar/'
+            assert flask.url_for('123') == '/bar/123'
+
+        c = app.test_client()
+        self.assertEqual(c.get('/foo/').data, 'foo')
+        self.assertEqual(c.get('/bar/').data, 'bar')
+        self.assertEqual(c.get('/bar/123').data, '123')
+
 
 class ContextTestCase(FlaskTestCase):
 
diff --git a/flask/testsuite/blueprints.py b/flask/testsuite/blueprints.py
index 88e2be36..73577961 100644
--- a/flask/testsuite/blueprints.py
+++ b/flask/testsuite/blueprints.py
@@ -415,6 +415,92 @@ class BlueprintTestCase(FlaskTestCase):
         self.assert_equal(c.get('/').data, '1')
         self.assert_equal(c.get('/page/2').data, '2')
 
+    def test_route_decorator_custom_endpoint(self):
+
+        bp = flask.Blueprint('bp', __name__)
+
+        @bp.route('/foo')
+        def foo():
+            return flask.request.endpoint
+
+        @bp.route('/bar', endpoint='bar')
+        def foo_bar():
+            return flask.request.endpoint
+
+        @bp.route('/bar/123', endpoint='123')
+        def foo_bar_foo():
+            return flask.request.endpoint
+
+        @bp.route('/bar/foo')
+        def bar_foo():
+            return flask.request.endpoint
+
+        app = flask.Flask(__name__)
+        app.register_blueprint(bp, url_prefix='/py')
+
+        @app.route('/')
+        def index():
+            return flask.request.endpoint
+
+        c = app.test_client()
+        self.assertEqual(c.get('/').data, 'index')
+        self.assertEqual(c.get('/py/foo').data, 'bp.foo')
+        self.assertEqual(c.get('/py/bar').data, 'bp.bar')
+        self.assertEqual(c.get('/py/bar/123').data, 'bp.123')
+        self.assertEqual(c.get('/py/bar/foo').data, 'bp.bar_foo')
+
+    def test_route_decorator_custom_endpoint_with_dots(self):
+        bp = flask.Blueprint('bp', __name__)
+
+        @bp.route('/foo')
+        def foo():
+            return flask.request.endpoint
+
+        try:
+            @bp.route('/bar', endpoint='bar.bar')
+            def foo_bar():
+                return flask.request.endpoint
+        except AssertionError:
+            pass
+        else:
+            raise AssertionError('expected AssertionError not raised')
+
+        try:
+            @bp.route('/bar/123', endpoint='bar.123')
+            def foo_bar_foo():
+                return flask.request.endpoint
+        except AssertionError:
+            pass
+        else:
+            raise AssertionError('expected AssertionError not raised')
+
+        def foo_foo_foo():
+            pass
+
+        self.assertRaises(
+            AssertionError,
+            lambda: bp.add_url_rule(
+                '/bar/123', endpoint='bar.123', view_func=foo_foo_foo
+            )
+        )
+
+        self.assertRaises(
+            AssertionError,
+            bp.route('/bar/123', endpoint='bar.123'),
+            lambda: None
+        )
+
+        app = flask.Flask(__name__)
+        app.register_blueprint(bp, url_prefix='/py')
+
+        c = app.test_client()
+        self.assertEqual(c.get('/py/foo').data, 'bp.foo')
+        # The rule's din't actually made it through
+        rv = c.get('/py/bar')
+        assert rv.status_code == 404
+        rv = c.get('/py/bar/123')
+        assert rv.status_code == 404
+
 
 def suite():
     suite = unittest.TestSuite()