The author conducts a comparative analysis of British, Russian and American onyms from the point of view of the theory of language structuring levels concerning concepts of linguistic cognitive speaker creativity. The article covers trends in the development of onyms system, the correlation of onyms (place names, personal names, nicknames) and appellatives, universal and ethnic features of Indo-European onyms. The toponyms demonstrate not only perception of reality and whatyou-see or what you-feel, but help the speaker to create desired virtual names. Specific features of onyms are considered in complex with mental cognition and cultural impact.