# Branding: Loki (the agent) by Autonomi (the company) Authoritative naming reference. Founder directive 2026-06-12. Consult this before naming any product, doc heading, marketing surface, CLI string, or release note. When in doubt, this file wins. ## The one rule **Loki Mode is the agent / brand ambassador. Autonomi is the company and the name on everything commercial.** **CRITICAL: this is a BRANDING distinction only. Nothing technical changes between free and paid.** The same software, CLI, SDK, MCP server, agent, and code ship to free OSS users and to paid/enterprise/cloud users. Loki is the CLI, the SDK, the MCP server, the agent - for everyone. The ONLY difference is the brand label on the *offering*: an OSS/free user runs "Loki Mode"; a paying team/enterprise buys the same thing under the "Autonomi" brand (Autonomi Cloud, Autonomi Enterprise). There is no separate "enterprise build" or "cloud fork" of the engine - it is one product, two brand labels chosen by audience. Do NOT rename, fork, gate, or technically diverge anything; only relabel the commercial *presentation*. The relationship is the industry pattern of "named assistant, by company": - Alexa by Amazon - Copilot by GitHub - Watson by IBM - Gemini by Google - Ellie by Entelligence - **Loki by Autonomi** Loki is *who you talk to and what you run*. Autonomi is *who you pay and who stands behind the enterprise/cloud product*. The chat box on autonomi.dev is "chat with Loki." The invoice says Autonomi. ## What is called "Loki Mode" (the agent / free / OSS) Everything free, source-available, OSS, and developer-facing keeps the **Loki** name: - The CLI: `loki` (binary), "Loki Mode" (product name of the OSS tool). - The SDK(s): "Loki SDK". - The local dashboard / web app (runs on the user's machine): "Loki Mode dashboard". - The agent persona / chat: "Loki" (the thing users converse with, everywhere - including inside Autonomi Cloud and on autonomi.dev). - The npm package `loki-mode`, the Docker image `asklokesh/loki-mode`, the Homebrew formula, the MCP server `io.github.asklokesh/loki-mode` - all KEEP their identifiers (renaming published artifact IDs breaks installs; do NOT rename them). - The benchmarks, the RARV/council engine, the memory system - the *technology* is Loki. ## What is called "Autonomi" (the company / commercial / paid) Everything commercial, hosted, paid, or enterprise wears the **Autonomi** brand: - **Autonomi** - the company (autonomi.dev). - **Autonomi Cloud** - the hosted/SaaS surface (was/never "Loki Cloud"). - **Autonomi Enterprise** - the enterprise offering (SSO, RBAC, audit, SLAs). - **Autonomi** (VaaS) - the hosted Verification-as-a-Service product (the ~/loki-vaas scaffold's *product* name is Autonomi-branded; the engine is Loki). - Any paid tier, support plan, or commercial license: Autonomi. Each commercial product carries a **"powered by Loki"** (or "runs Loki" / "built on Loki") attribution so the engine lineage stays visible - the Copilot/ GPT pattern. Example: "Autonomi Cloud, powered by Loki." ## Mapping table (rename these going forward) | Old / ambiguous | New | Notes | |---|---|---| | Loki Cloud | **Autonomi Cloud** (powered by Loki) | commercial hosted | | Loki Enterprise (as a *product/offering* name) | **Autonomi Enterprise** (powered by Loki) | the paid offering | | Loki VaaS / Loki Verification Cloud | **Autonomi Verify** (VaaS), powered by Loki | ~/loki-vaas product brand (renamed 2026-06-12) | | "Loki, the company" | **Autonomi** | the company is Autonomi | | Loki SaaS / Loki Pro / Loki Business | **Autonomi Cloud** / **Autonomi Enterprise** | no paid tier wears "Loki" | | Loki Mode (the CLI/SDK/agent) | **Loki Mode** (unchanged) | the agent keeps its name | | `loki` CLI binary | `loki` (unchanged) | never rename the binary | ## Tricky cases (decided) 1. **The `loki enterprise` CLI subcommand** (`loki enterprise token …`, `loki enterprise audit …`): the COMMAND stays `loki enterprise` for backward compatibility (renaming breaks every user/script). It is the Loki CLI's gateway to enterprise *features*. But in PROSE / docs / marketing, the enterprise *offering* it unlocks is branded "Autonomi Enterprise." So: command = `loki enterprise`; product = Autonomi Enterprise. Doc pattern: "Use `loki enterprise` to manage your **Autonomi Enterprise** license." (A future `autonomi` alias for the command MAY be added as a superset, but `loki enterprise` is never removed.) 2. **Published artifact IDs** (npm `loki-mode`, Docker `asklokesh/loki-mode`, brew `loki-mode`, MCP `io.github.asklokesh/loki-mode`): KEEP. These are install identifiers; the brand on the *page* can say "Loki Mode (by Autonomi)" but the package name does not change. Renaming = broken installs. 3. **The dashboard/web-app chat**: the agent in the chat box is "Loki" everywhere - in the OSS dashboard AND inside Autonomi Cloud. The container product (local dashboard = Loki Mode dashboard; hosted = Autonomi Cloud) is what changes, not the agent's name. 4. **autonomi.dev website**: company + commercial = Autonomi branding; the product you download is "Loki Mode"; the assistant is "Loki". The hero can be "Autonomi - autonomous software delivery, powered by Loki" with a "Download Loki Mode (free)" CTA and a "Autonomi Cloud / Enterprise" commercial CTA. 5. **License/legal**: BUSL-1.1 is held by Autonomi; "Free for personal/internal/ academic use" applies to Loki Mode (source-available); commercial licensing = Autonomi. Keep "source-available," never "open source" (BUSL is not OSI-approved). ## Taglines (approved patterns) - "Loki Mode - the autonomous coding agent. Free and source-available." - "Autonomi - autonomous software delivery for teams and enterprises. Powered by Loki." - "Autonomi Cloud - hosted Loki, managed for your team." - "Autonomi Enterprise - Loki with SSO, RBAC, audit, and SLAs." - "Chat with Loki." (the assistant, anywhere) ## Going forward Any new product, page, heading, or release note must place itself on the correct side of this line: - Free / OSS / CLI / SDK / agent / chat -> **Loki Mode** / **Loki**. - Paid / hosted / cloud / enterprise / company -> **Autonomi** (+ "powered by Loki"). Update this file if the founder revises the rule; this file is the single source of truth for naming.