diff --git a/packages/gatsby-transformer-json/README.md b/packages/gatsby-transformer-json/README.md
index fe952bf245f09..f842ba02380e7 100644
--- a/packages/gatsby-transformer-json/README.md
+++ b/packages/gatsby-transformer-json/README.md
@@ -138,6 +138,88 @@ Which would return:
 }
 ```
 
+## Configuration options
+
+**`typeName`** [string|function][optional]
+
+The default naming convention documented above can be changed with
+either a static string value (e.g. to be able to query all json with a
+simple query):
+
+```javascript
+module.exports = {
+  plugins: [
+    {
+      resolve: `gatsby-transformer-json`,
+      options: {
+        typeName: `Json`, // a fixed string
+      },
+    },
+  ],
+}
+```
+
+```graphql
+{
+  allJson {
+    edges {
+      node {
+        value
+      }
+    }
+  }
+}
+```
+
+or a function that receives the following arguments:
+
+- `node`: the graphql node that is being processed, e.g. a File node with
+  json content
+- `object`: a single object (either an item from an array or the whole json content)
+- `isArray`: boolean, true if `object` is part of an array
+
+```json
+[
+  {
+    "level": "info",
+    "message": "hurray",
+  },
+  {
+    "level": "info",
+    "message": "it works",
+  },
+  {
+    "level": "warning",
+    "message": "look out",
+  }
+]
+```
+
+```javascript
+module.exports = {
+  plugins: [
+    {
+      resolve: `gatsby-transformer-json`,
+      options: {
+        typeName: (({ node, object, isArray }) => object.level),
+      },
+    },
+  ],
+}
+```
+
+```graphql
+{
+  allInfo {
+    edges {
+      node {
+        message
+      }
+    }
+  }
+}
+```
+
 ## Examples
 
 The [gatsbygram example site](https://github.com/gatsbyjs/gatsby/blob/master/examples/gatsbygram/gatsby-node.js) uses this plugin.
diff --git a/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js b/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js
index e593975f2b84b..6d4ba82dd16b9 100644
--- a/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js
+++ b/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js
@@ -67,4 +67,101 @@ describe(`Process JSON nodes correctly`, () => {
       expect(createParentChildLink).toHaveBeenCalledTimes(1)
     })
   })
+
+  it(`correctly sets node type for array of objects`, async () => {
+    ;[
+      {
+        typeName: null,
+        expectedNodeTypes: [`NodeNameJson`, `NodeNameJson`],
+      },
+      {
+        typeName: `fixed`,
+        expectedNodeTypes: [`fixed`, `fixed`],
+      },
+      {
+        typeName: (({ node, object }) => object.funny),
+        expectedNodeTypes: [`yup`, `nope`],
+      },
+    ].forEach(async ({ typeName, expectedNodeTypes: [expectedOne, expectedTwo] }) => {
+      const data = [
+        { id: `foo`, blue: true, funny: `yup` },
+        { blue: false, funny: `nope` },
+      ]
+      node.content = JSON.stringify(data)
+
+      const createNode = jest.fn()
+      const createParentChildLink = jest.fn()
+      const actions = { createNode, createParentChildLink }
+      const createNodeId = jest.fn()
+      createNodeId.mockReturnValue(`uuid-from-gatsby`)
+
+      await onCreateNode({
+        node,
+        loadNodeContent,
+        actions,
+        createNodeId,
+      }, {
+        typeName,
+      }).then(() => {
+        expect(createNode).toBeCalledWith(
+          expect.objectContaining({
+            internal: expect.objectContaining({
+              type: expectedOne,
+            }),
+          })
+        )
+        expect(createNode).toBeCalledWith(
+          expect.objectContaining({
+            internal: expect.objectContaining({
+              type: expectedTwo,
+            }),
+          })
+        )
+      })
+    })
+  })
+
+  it(`correctly sets node type for single object`, async () => {
+    ;[
+      {
+        typeName: null,
+        expectedNodeType: `FooJson`,
+      },
+      {
+        typeName: `fixed`,
+        expectedNodeType: `fixed`,
+      },
+      {
+        typeName: (({ node, object }) => object.funny),
+        expectedNodeType: `yup`,
+      },
+    ].forEach(async ({ typeName, expectedNodeType }) => {
+      const data = { id: `foo`, blue: true, funny: `yup` }
+      node.content = JSON.stringify(data)
+      node.dir = `/tmp/foo/`
+
+      const createNode = jest.fn()
+      const createParentChildLink = jest.fn()
+      const actions = { createNode, createParentChildLink }
+      const createNodeId = jest.fn()
+      createNodeId.mockReturnValue(`uuid-from-gatsby`)
+
+      await onCreateNode({
+        node,
+        loadNodeContent,
+        actions,
+        createNodeId,
+      }, {
+        typeName,
+      }).then(() => {
+        expect(createNode).toBeCalledWith(
+          expect.objectContaining({
+            internal: expect.objectContaining({
+              type: expectedNodeType,
+            }),
+          })
+        )
+      })
+    })
+  })
 })
diff --git a/packages/gatsby-transformer-json/src/gatsby-node.js b/packages/gatsby-transformer-json/src/gatsby-node.js
index a5be138b70bf8..d7d55243d53f3 100644
--- a/packages/gatsby-transformer-json/src/gatsby-node.js
+++ b/packages/gatsby-transformer-json/src/gatsby-node.js
@@ -2,7 +2,19 @@ const _ = require(`lodash`)
 const crypto = require(`crypto`)
 const path = require(`path`)
 
-async function onCreateNode({ node, actions, loadNodeContent, createNodeId }) {
+async function onCreateNode({ node, actions, loadNodeContent, createNodeId }, pluginOptions) {
+  function getType({ node, object, isArray }) {
+    if (pluginOptions && _.isFunction(pluginOptions.typeName)) {
+      return pluginOptions.typeName({ node, object, isArray })
+    } else if (pluginOptions && _.isString(pluginOptions.typeName)) {
+      return pluginOptions.typeName
+    } else if (isArray) {
+      return _.upperFirst(_.camelCase(`${node.name} Json`))
+    } else {
+      return _.upperFirst(_.camelCase(`${path.basename(node.dir)} Json`))
+    }
+  }
+
   function transformObject(obj, id, type) {
     const objStr = JSON.stringify(obj)
     const contentDigest = crypto
@@ -38,14 +50,14 @@ async function onCreateNode({ node, actions, loadNodeContent, createNodeId }) {
       transformObject(
         obj,
         obj.id ? obj.id : createNodeId(`${node.id} [${i}] >>> JSON`),
-        _.upperFirst(_.camelCase(`${node.name} Json`))
+        getType({ node, object: obj, isArray: true })
       )
     })
   } else if (_.isPlainObject(parsedContent)) {
     transformObject(
       parsedContent,
       parsedContent.id ? parsedContent.id : createNodeId(`${node.id} >>> JSON`),
-      _.upperFirst(_.camelCase(`${path.basename(node.dir)} Json`))
+      getType({ node, object: parsedContent, isArray: false })
     )
   }
 }