diff --git a/scrapy/commands/startproject.py b/scrapy/commands/startproject.py
index c17aaf442..67337c26e 100644
--- a/scrapy/commands/startproject.py
+++ b/scrapy/commands/startproject.py
@@ -107,8 +107,8 @@ class Command(ScrapyCommand):
                 string.Template(path).substitute(project_name=project_name))
             render_templatefile(tplfile, project_name=project_name,
                 ProjectName=string_camelcase(project_name))
-        print("New Scrapy project %r, using template directory %r, created in:" % \
-              (project_name, self.templates_dir))
+        print("New Scrapy project '%s', using template directory '%s', "
+              "created in:" % (project_name, self.templates_dir))
         print("    %s\n" % abspath(project_dir))
         print("You can start your first spider with:")
         print("    cd %s" % project_dir)
diff --git a/tests/test_commands.py b/tests/test_commands.py
index 78aa2a776..b8445ae6c 100644
--- a/tests/test_commands.py
+++ b/tests/test_commands.py
@@ -113,7 +113,8 @@ class StartprojectTemplatesTest(ProjectTest):
 
         args = ['--set', 'TEMPLATES_DIR=%s' % self.tmpl]
         p, out, err = self.proc('startproject', self.project_name, *args)
-        self.assertIn("New Scrapy project %r, using template directory" % self.project_name, out)
+        self.assertIn("New Scrapy project '%s', using template directory"
+                      % self.project_name, out)
         self.assertIn(self.tmpl_proj, out)
         assert exists(join(self.proj_path, 'root_template'))