diff --git a/IPython/config/loader.py b/IPython/config/loader.py
index a3bdb2e..f37e725 100644
--- a/IPython/config/loader.py
+++ b/IPython/config/loader.py
@@ -325,15 +325,15 @@ class CommandLineConfigLoader(ConfigLoader):
     here.
     """
 
-kv_pattern = re.compile(r'[A-Za-z]\w*(\.\w+)*\=.*')
-flag_pattern = re.compile(r'\w+(\-\w)*')
+kv_pattern = re.compile(r'\-\-[A-Za-z]\w*(\.\w+)*\=.*')
+flag_pattern = re.compile(r'\-\-?\w+[\-\w]*$')
 
 class KeyValueConfigLoader(CommandLineConfigLoader):
     """A config loader that loads key value pairs from the command line.
 
     This allows command line options to be gives in the following form::
     
-        ipython Global.profile="foo" InteractiveShell.autocall=False
+        ipython --profile="foo" --InteractiveShell.autocall=False
     """
 
     def __init__(self, argv=None, aliases=None, flags=None):
@@ -364,7 +364,7 @@ class KeyValueConfigLoader(CommandLineConfigLoader):
 
             >>> from IPython.config.loader import KeyValueConfigLoader
             >>> cl = KeyValueConfigLoader()
-            >>> cl.load_config(["foo='bar'","A.name='brian'","B.number=0"])
+            >>> cl.load_config(["--foo='bar'","--A.name='brian'","--B.number=0"])
             {'A': {'name': 'brian'}, 'B': {'number': 0}, 'foo': 'bar'}
         """
         self.clear()
@@ -437,7 +437,7 @@ class KeyValueConfigLoader(CommandLineConfigLoader):
                 self.extra_args.extend(uargv[idx+1:])
                 break
             
-            if kv_pattern.match(item):
+            if kv_pattern.match(raw):
                 lhs,rhs = item.split('=',1)
                 # Substitute longnames for aliases.
                 if lhs in aliases:
@@ -455,17 +455,24 @@ class KeyValueConfigLoader(CommandLineConfigLoader):
                     # it succeeds. If it still fails, we let it raise.
                     exec_str = u'self.config.' + lhs + '=' + repr(rhs)
                     exec exec_str in locals(), globals()
-            elif item in flags:
-                cfg,help = flags[item]
-                if isinstance(cfg, (dict, Config)):
-                    # don't clobber whole config sections, update
-                    # each section from config:
-                    for sec,c in cfg.iteritems():
-                        self.config[sec].update(c)
+            elif flag_pattern.match(raw):
+                if item in flags:
+                    cfg,help = flags[item]
+                    if isinstance(cfg, (dict, Config)):
+                        # don't clobber whole config sections, update
+                        # each section from config:
+                        for sec,c in cfg.iteritems():
+                            self.config[sec].update(c)
+                    else:
+                        raise ValueError("Invalid flag: '%s'"%raw)
                 else:
-                    raise ValueError("Invalid flag: '%s'"%raw)
+                    raise ArgumentError("Unrecognized flag: '%s'"%raw)
             elif raw.startswith('-'):
-                raise ArgumentError("invalid argument: '%s'"%raw)
+                kv = '--'+item
+                if kv_pattern.match(kv):
+                    raise ArgumentError("Invalid argument: '%s', did you mean '%s'?"%(raw, kv))
+                else:
+                    raise ArgumentError("Invalid argument: '%s'"%raw)
             else:
                 # keep all args that aren't valid in a list, 
                 # in case our parent knows what to do with them.
diff --git a/IPython/config/tests/test_application.py b/IPython/config/tests/test_application.py
index e75a47b..d74c17d 100644
--- a/IPython/config/tests/test_application.py
+++ b/IPython/config/tests/test_application.py
@@ -79,7 +79,7 @@ class TestApplication(TestCase):
 
     def test_config(self):
         app = MyApp()
-        app.parse_command_line(["--i=10","Foo.j=10","--enabled=False","-log_level=50"])
+        app.parse_command_line(["--i=10","--Foo.j=10","--enabled=False","--log_level=50"])
         config = app.config
         self.assertEquals(config.Foo.i, 10)
         self.assertEquals(config.Foo.j, 10)
@@ -88,7 +88,7 @@ class TestApplication(TestCase):
 
     def test_config_propagation(self):
         app = MyApp()
-        app.parse_command_line(["i=10","--Foo.j=10","enabled=False","log_level=50"])
+        app.parse_command_line(["--i=10","--Foo.j=10","--enabled=False","--log_level=50"])
         app.init_foo()
         app.init_bar()
         self.assertEquals(app.foo.i, 10)
@@ -97,7 +97,7 @@ class TestApplication(TestCase):
 
     def test_flags(self):
         app = MyApp()
-        app.parse_command_line(["-disable"])
+        app.parse_command_line(["--disable"])
         app.init_bar()
         self.assertEquals(app.bar.enabled, False)
         app.parse_command_line(["--enable"])
@@ -106,7 +106,7 @@ class TestApplication(TestCase):
     
     def test_aliases(self):
         app = MyApp()
-        app.parse_command_line(["i=5", "j=10"])
+        app.parse_command_line(["--i=5", "--j=10"])
         app.init_foo()
         self.assertEquals(app.foo.i, 5)
         app.init_foo()
@@ -115,18 +115,18 @@ class TestApplication(TestCase):
     def test_flag_clobber(self):
         """test that setting flags doesn't clobber existing settings"""
         app = MyApp()
-        app.parse_command_line(["Bar.b=5", "--disable"])
+        app.parse_command_line(["--Bar.b=5", "--disable"])
         app.init_bar()
         self.assertEquals(app.bar.enabled, False)
         self.assertEquals(app.bar.b, 5)
-        app.parse_command_line(["--enable", "Bar.b=10"])
+        app.parse_command_line(["--enable", "--Bar.b=10"])
         app.init_bar()
         self.assertEquals(app.bar.enabled, True)
         self.assertEquals(app.bar.b, 10)
     
     def test_extra_args(self):
         app = MyApp()
-        app.parse_command_line(["Bar.b=5", 'extra', "--disable", 'args'])
+        app.parse_command_line(["--Bar.b=5", 'extra', "--disable", 'args'])
         app.init_bar()
         self.assertEquals(app.bar.enabled, True)
         self.assertEquals(app.bar.b, 5)
diff --git a/IPython/config/tests/test_loader.py b/IPython/config/tests/test_loader.py
index 1995933..6d9ad69 100755
--- a/IPython/config/tests/test_loader.py
+++ b/IPython/config/tests/test_loader.py
@@ -119,7 +119,7 @@ class TestKeyValueCL(TestCase):
 
     def test_basic(self):
         cl = KeyValueConfigLoader()
-        argv = [s.strip('c.') for s in pyfile.split('\n')[2:-1]]
+        argv = ['--'+s.strip('c.') for s in pyfile.split('\n')[2:-1]]
         config = cl.load_config(argv)
         self.assertEquals(config.a, 10)
         self.assertEquals(config.b, 20)
@@ -129,21 +129,21 @@ class TestKeyValueCL(TestCase):
     
     def test_extra_args(self):
         cl = KeyValueConfigLoader()
-        config = cl.load_config(['a=5', 'b', 'c=10', 'd'])
-        self.assertEquals(cl.extra_args, ['b', 'c=10' , 'd'])
+        config = cl.load_config(['--a=5', 'b', '--c=10', 'd'])
+        self.assertEquals(cl.extra_args, ['b', '--c=10' , 'd'])
         self.assertEquals(config.a, 5)
         self.assertRaises(AttributeError, getattr, config, 'c')
-        config = cl.load_config(['--', 'a=5', 'c=10'])
-        self.assertEquals(cl.extra_args, ['a=5', 'c=10'])
+        config = cl.load_config(['--', '--a=5', '--c=10'])
+        self.assertEquals(cl.extra_args, ['--a=5', '--c=10'])
     
     def test_unicode_args(self):
         cl = KeyValueConfigLoader()
-        argv = [u'a=épsîlön']
+        argv = [u'--a=épsîlön']
         config = cl.load_config(argv)
         self.assertEquals(config.a, u'épsîlön')
     
     def test_unicode_bytes_args(self):
-        uarg = u'a=é'
+        uarg = u'--a=é'
         try:
             barg = uarg.encode(sys.stdin.encoding)
         except (TypeError, UnicodeEncodeError):
diff --git a/IPython/frontend/qt/console/qtconsoleapp.py b/IPython/frontend/qt/console/qtconsoleapp.py
index 2d67b83..dcf7fd6 100644
--- a/IPython/frontend/qt/console/qtconsoleapp.py
+++ b/IPython/frontend/qt/console/qtconsoleapp.py
@@ -293,10 +293,10 @@ class IPythonQtConsoleApp(BaseIPythonApplication):
 
         self.kernel_argv = list(argv) # copy
         # kernel should inherit default config file from frontend
-        self.kernel_argv.append("KernelApp.parent_appname='%s'"%self.name)
+        self.kernel_argv.append("--KernelApp.parent_appname='%s'"%self.name)
         # scrub frontend-specific flags
         for a in argv:
-            if a.startswith('--') and a[2:] in qt_flags:
+            if a.startswith('-') and a.lstrip('-') in qt_flags:
                 self.kernel_argv.remove(a)
 
     def init_kernel_manager(self):
diff --git a/IPython/frontend/terminal/ipapp.py b/IPython/frontend/terminal/ipapp.py
index 65459b3..2c37b4d 100755
--- a/IPython/frontend/terminal/ipapp.py
+++ b/IPython/frontend/terminal/ipapp.py
@@ -146,7 +146,8 @@ flags['quick']=(
 
 flags['i'] = (
     {'TerminalIPythonApp' : {'force_interact' : True}},
-    "If running code from the command line, become interactive afterwards."
+    """also works as '-i'
+    If running code from the command line, become interactive afterwards."""
 )
 flags['pylab'] = (
     {'TerminalIPythonApp' : {'pylab' : 'auto'}},
diff --git a/IPython/lib/irunner.py b/IPython/lib/irunner.py
index ac652e5..e90edfc 100755
--- a/IPython/lib/irunner.py
+++ b/IPython/lib/irunner.py
@@ -304,7 +304,7 @@ class IPythonRunner(InteractiveRunner):
     def __init__(self,program = 'ipython',args=None,out=sys.stdout,echo=True):
         """New runner, optionally passing the ipython command to use."""
         
-        args0 = ['colors=NoColor',
+        args0 = ['--colors=NoColor',
                  '--no-term-title',
                  '--no-autoindent']
         if args is None: args = args0
diff --git a/IPython/parallel/apps/launcher.py b/IPython/parallel/apps/launcher.py
index 2f1ab7a..a46b81f 100644
--- a/IPython/parallel/apps/launcher.py
+++ b/IPython/parallel/apps/launcher.py
@@ -323,7 +323,7 @@ class LocalControllerLauncher(LocalProcessLauncher):
     controller_cmd = List(ipcontroller_cmd_argv, config=True,
         help="""Popen command to launch ipcontroller.""")
     # Command line arguments to ipcontroller.
-    controller_args = List(['--log-to-file','log_level=%i'%logging.INFO], config=True,
+    controller_args = List(['--log-to-file','--log_level=%i'%logging.INFO], config=True,
         help="""command-line args to pass to ipcontroller""")
 
     def find_args(self):
@@ -331,7 +331,7 @@ class LocalControllerLauncher(LocalProcessLauncher):
 
     def start(self, profile_dir):
         """Start the controller by profile_dir."""
-        self.controller_args.extend(['profile_dir=%s'%profile_dir])
+        self.controller_args.extend(['--profile_dir=%s'%profile_dir])
         self.profile_dir = unicode(profile_dir)
         self.log.info("Starting LocalControllerLauncher: %r" % self.args)
         return super(LocalControllerLauncher, self).start()
@@ -343,7 +343,7 @@ class LocalEngineLauncher(LocalProcessLauncher):
     engine_cmd = List(ipengine_cmd_argv, config=True,
         help="""command to launch the Engine.""")
     # Command line arguments for ipengine.
-    engine_args = List(['--log-to-file','log_level=%i'%logging.INFO], config=True,
+    engine_args = List(['--log-to-file','--log_level=%i'%logging.INFO], config=True,
         help="command-line arguments to pass to ipengine"
     )
 
@@ -352,7 +352,7 @@ class LocalEngineLauncher(LocalProcessLauncher):
 
     def start(self, profile_dir):
         """Start the engine by profile_dir."""
-        self.engine_args.extend(['profile_dir=%s'%profile_dir])
+        self.engine_args.extend(['--profile_dir=%s'%profile_dir])
         self.profile_dir = unicode(profile_dir)
         return super(LocalEngineLauncher, self).start()
 
@@ -362,7 +362,7 @@ class LocalEngineSetLauncher(BaseLauncher):
 
     # Command line arguments for ipengine.
     engine_args = List(
-        ['--log-to-file','log_level=%i'%logging.INFO], config=True,
+        ['--log-to-file','--log_level=%i'%logging.INFO], config=True,
         help="command-line arguments to pass to ipengine"
     )
     # launcher class
@@ -468,20 +468,20 @@ class MPIExecControllerLauncher(MPIExecLauncher):
     controller_cmd = List(ipcontroller_cmd_argv, config=True,
         help="Popen command to launch the Contropper"
     )
-    controller_args = List(['--log-to-file','log_level=%i'%logging.INFO], config=True,
+    controller_args = List(['--log-to-file','--log_level=%i'%logging.INFO], config=True,
         help="Command line arguments to pass to ipcontroller."
     )
     n = Int(1)
 
     def start(self, profile_dir):
         """Start the controller by profile_dir."""
-        self.controller_args.extend(['profile_dir=%s'%profile_dir])
+        self.controller_args.extend(['--profile_dir=%s'%profile_dir])
         self.profile_dir = unicode(profile_dir)
         self.log.info("Starting MPIExecControllerLauncher: %r" % self.args)
         return super(MPIExecControllerLauncher, self).start(1)
 
     def find_args(self):
-        return self.mpi_cmd + ['-n', self.n] + self.mpi_args + \
+        return self.mpi_cmd + ['-n', str(self.n)] + self.mpi_args + \
                self.controller_cmd + self.controller_args
 
 
@@ -491,14 +491,14 @@ class MPIExecEngineSetLauncher(MPIExecLauncher):
         help="Popen command for ipengine"
     )
     program_args = List(
-        ['--log-to-file','log_level=%i'%logging.INFO], config=True,
+        ['--log-to-file','--log_level=%i'%logging.INFO], config=True,
         help="Command line arguments for ipengine."
     )
     n = Int(1)
 
     def start(self, n, profile_dir):
         """Start n engines by profile or profile_dir."""
-        self.program_args.extend(['profile_dir=%s'%profile_dir])
+        self.program_args.extend(['--profile_dir=%s'%profile_dir])
         self.profile_dir = unicode(profile_dir)
         self.n = n
         self.log.info('Starting MPIExecEngineSetLauncher: %r' % self.args)
@@ -567,7 +567,7 @@ class SSHControllerLauncher(SSHLauncher):
 
     program = List(ipcontroller_cmd_argv, config=True,
         help="remote ipcontroller command.")
-    program_args = List(['--reuse-files', '--log-to-file','log_level=%i'%logging.INFO], config=True,
+    program_args = List(['--reuse-files', '--log-to-file','--log_level=%i'%logging.INFO], config=True,
         help="Command line arguments to ipcontroller.")
 
 
@@ -745,7 +745,7 @@ class WindowsHPCControllerLauncher(WindowsHPCLauncher):
 
     def start(self, profile_dir):
         """Start the controller by profile_dir."""
-        self.extra_args = ['profile_dir=%s'%profile_dir]
+        self.extra_args = ['--profile_dir=%s'%profile_dir]
         self.profile_dir = unicode(profile_dir)
         return super(WindowsHPCControllerLauncher, self).start(1)
 
@@ -779,7 +779,7 @@ class WindowsHPCEngineSetLauncher(WindowsHPCLauncher):
 
     def start(self, n, profile_dir):
         """Start the controller by profile_dir."""
-        self.extra_args = ['profile_dir=%s'%profile_dir]
+        self.extra_args = ['--profile_dir=%s'%profile_dir]
         self.profile_dir = unicode(profile_dir)
         return super(WindowsHPCEngineSetLauncher, self).start(n)
 
@@ -936,7 +936,7 @@ class PBSControllerLauncher(PBSLauncher):
     default_template= Unicode("""#!/bin/sh
 #PBS -V
 #PBS -N ipcontroller
-%s --log-to-file profile_dir={profile_dir}
+%s --log-to-file --profile_dir={profile_dir}
 """%(' '.join(ipcontroller_cmd_argv)))
 
     def start(self, profile_dir):
@@ -952,7 +952,7 @@ class PBSEngineSetLauncher(PBSLauncher):
     default_template= Unicode(u"""#!/bin/sh
 #PBS -V
 #PBS -N ipengine
-%s profile_dir={profile_dir}
+%s --profile_dir={profile_dir}
 """%(' '.join(ipengine_cmd_argv)))
 
     def start(self, n, profile_dir):
@@ -977,7 +977,7 @@ class SGEControllerLauncher(SGELauncher):
     default_template= Unicode(u"""#$ -V
 #$ -S /bin/sh
 #$ -N ipcontroller
-%s --log-to-file profile_dir={profile_dir}
+%s --log-to-file --profile_dir={profile_dir}
 """%(' '.join(ipcontroller_cmd_argv)))
 
     def start(self, profile_dir):
@@ -992,7 +992,7 @@ class SGEEngineSetLauncher(SGELauncher):
     default_template = Unicode("""#$ -V
 #$ -S /bin/sh
 #$ -N ipengine
-%s profile_dir={profile_dir}
+%s --profile_dir={profile_dir}
 """%(' '.join(ipengine_cmd_argv)))
 
     def start(self, n, profile_dir):
@@ -1012,14 +1012,14 @@ class IPClusterLauncher(LocalProcessLauncher):
     ipcluster_cmd = List(ipcluster_cmd_argv, config=True,
         help="Popen command for ipcluster")
     ipcluster_args = List(
-        ['--clean-logs', '--log-to-file', 'log_level=%i'%logging.INFO], config=True,
+        ['--clean-logs', '--log-to-file', '--log_level=%i'%logging.INFO], config=True,
         help="Command line arguments to pass to ipcluster.")
     ipcluster_subcommand = Unicode('start')
     ipcluster_n = Int(2)
 
     def find_args(self):
-        return self.ipcluster_cmd + ['--'+self.ipcluster_subcommand] + \
-            ['n=%i'%self.ipcluster_n] + self.ipcluster_args
+        return self.ipcluster_cmd + [self.ipcluster_subcommand] + \
+            ['--n=%i'%self.ipcluster_n] + self.ipcluster_args
 
     def start(self):
         self.log.info("Starting ipcluster: %r" % self.args)
diff --git a/IPython/parallel/tests/__init__.py b/IPython/parallel/tests/__init__.py
index 3e740f9..fe635d2 100644
--- a/IPython/parallel/tests/__init__.py
+++ b/IPython/parallel/tests/__init__.py
@@ -55,7 +55,7 @@ def setup():
     
     cp = TestProcessLauncher()
     cp.cmd_and_args = ipcontroller_cmd_argv + \
-                ['profile=iptest', 'log_level=50']
+                ['--profile=iptest', '--log_level=50']
     cp.start()
     launchers.append(cp)
     tic = time.time()
@@ -74,7 +74,7 @@ def add_engines(n=1, profile='iptest'):
     eps = []
     for i in range(n):
         ep = TestProcessLauncher()
-        ep.cmd_and_args = ipengine_cmd_argv + ['profile=%s'%profile, 'log_level=50']
+        ep.cmd_and_args = ipengine_cmd_argv + ['--profile=%s'%profile, '--log_level=50']
         ep.start()
         launchers.append(ep)
         eps.append(ep)
diff --git a/IPython/testing/tools.py b/IPython/testing/tools.py
index 0de7f4f..1f151fa 100644
--- a/IPython/testing/tools.py
+++ b/IPython/testing/tools.py
@@ -158,8 +158,8 @@ def default_argv():
 
     return ['--quick', # so no config file is loaded
             # Other defaults to minimize side effects on stdout
-            'colors=NoColor', '--no-term-title','--no-banner',
-            'autocall=0']
+            '--colors=NoColor', '--no-term-title','--no-banner',
+            '--autocall=0']
 
 
 def default_config():
@@ -197,9 +197,9 @@ def ipexec(fname, options=None):
     
     # For these subprocess calls, eliminate all prompt printing so we only see
     # output from script execution
-    prompt_opts = [ 'InteractiveShell.prompt_in1=""', 
-                    'InteractiveShell.prompt_in2=""', 
-                    'InteractiveShell.prompt_out=""'
+    prompt_opts = [ '--InteractiveShell.prompt_in1=""', 
+                    '--InteractiveShell.prompt_in2=""', 
+                    '--InteractiveShell.prompt_out=""'
     ]
     cmdargs = ' '.join(default_argv() + prompt_opts + options)
     
diff --git a/IPython/zmq/entry_point.py b/IPython/zmq/entry_point.py
index b4eaf2b..5811ff0 100644
--- a/IPython/zmq/entry_point.py
+++ b/IPython/zmq/entry_point.py
@@ -83,19 +83,19 @@ def base_launch_kernel(code, shell_port=0, iopub_port=0, stdin_port=0, hb_port=0
     # Build the kernel launch command.
     if executable is None:
         executable = sys.executable
-    arguments = [ executable, '-c', code, 'shell=%i'%shell_port,
-                  'iopub=%i'%iopub_port, 'stdin=%i'%stdin_port,
-                  'hb=%i'%hb_port
+    arguments = [ executable, '-c', code, '--shell=%i'%shell_port,
+                  '--iopub=%i'%iopub_port, '--stdin=%i'%stdin_port,
+                  '--hb=%i'%hb_port
     ]
     if ip is not None:
-        arguments.append('ip=%s'%ip)
+        arguments.append('--ip=%s'%ip)
     arguments.extend(extra_arguments)
 
     # Spawn a kernel.
     if sys.platform == 'win32':
         # Create a Win32 event for interrupting the kernel.
         interrupt_event = ParentPollerWindows.create_interrupt_event()
-        arguments += [ 'interrupt=%i'%interrupt_event ]
+        arguments += [ '--interrupt=%i'%interrupt_event ]
 
         # If this process in running on pythonw, stdin, stdout, and stderr are
         # invalid. Popen will fail unless they are suitably redirected. We don't
@@ -133,7 +133,7 @@ def base_launch_kernel(code, shell_port=0, iopub_port=0, stdin_port=0, hb_port=0
             handle = DuplicateHandle(pid, pid, pid, 0, 
                                      True, # Inheritable by new processes.
                                      DUPLICATE_SAME_ACCESS)
-            proc = Popen(arguments + ['parent=%i'%int(handle)],
+            proc = Popen(arguments + ['--parent=%i'%int(handle)],
                          stdin=_stdin, stdout=_stdout, stderr=_stderr)
 
         # Attach the interrupt event to the Popen objet so it can be used later.
@@ -153,7 +153,6 @@ def base_launch_kernel(code, shell_port=0, iopub_port=0, stdin_port=0, hb_port=0
             proc = Popen(arguments, preexec_fn=lambda: os.setsid(),
                          stdin=stdin, stdout=stdout, stderr=stderr)
         else:
-            proc = Popen(arguments + ['parent=1'],
+            proc = Popen(arguments + ['--parent=1'],
                          stdin=stdin, stdout=stdout, stderr=stderr)
-
     return proc, shell_port, iopub_port, stdin_port, hb_port
diff --git a/IPython/zmq/kernelapp.py b/IPython/zmq/kernelapp.py
index f748ddc..c8a155b 100644
--- a/IPython/zmq/kernelapp.py
+++ b/IPython/zmq/kernelapp.py
@@ -166,7 +166,7 @@ class KernelApp(BaseIPythonApplication):
         # single-port connection negotiation fully implemented.
         # set log-level to critical, to make sure it is output
         self.log.critical("To connect another client to this kernel, use:")
-        self.log.critical("--existing shell={0} iopub={1} stdin={2} hb={3}".format(
+        self.log.critical("--existing --shell={0} --iopub={1} --stdin={2} --hb={3}".format(
             self.shell_port, self.iopub_port, self.stdin_port, self.hb_port))