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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.