This MUST be a common issue for international developers: We use some geeky English name for our application and afterwards find that the translated admin index looks a little silly in the eyes of our native speaking users. Apparently a patch has been accepted in the Django dev version, but it's not yet in the trunk. Here's what to do: In your applications' init.py files put:
from django.utils.translation import gettext_noop
gettext_noop("AppName")
When your run manage.py makemessages -a there will be entries for these. Make sure to remove lines saying #, fuzzy. Now all you have to do is to customize the default admin template called index.html so it will actually do the translation of the application names.
{% trans app.name %}