Sometimes I think we have to go back to "English Language 101" so, ...
A nickname is "a name added to or substituted for the proper name of a person, place, etc., as in affection, ridicule, or familiarity." *
Proper name: University of North Dakota
Nickname:
Maybe that's the solution: All that's in the "nickname" space right now is white space.
University of North Dakota White Space
No, wait, clearly racist.
* "nickname", Oxford English Dictionary (online ed.), retrieved September 26, 2011