Joule
The metering and cost-control layer for agentic AI. This page documents the full identity — name rationale, voice, logo, color, and type — so every surface stays coherent.
Joule meters, attributes, and optimizes every Claude Code token a team spends — turning agentic AI from a scary black box into a managed line item.
Three adjectives: Precise · Candid · Grounded.
Maya, VP Engineering at a 180-person Series B. Her Anthropic bill went from $4k to $38k in a quarter and finance just asked her to justify it line by line. She can't — yet.
10 candidates explored. One chosen.
Abstract, brandable, ownable names — not literal descriptions. The primary pick is marked; the rest are kept for reference. (Domains reviewed separately.)
JoulePRIMARY
PRIMARY — the SI unit of energy. A joule is a measurable quantum of work; every agent token is a joule of compute spent. Short, ownable, instantly evokes measurement + energy without describing the product literally.
Ampere
A unit of electric current — the *flow* of usage through your fleet. Strong metering association; slightly long, reads more hardware than software.
Tally
Plain-spoken "keep the count." Warm and legible, but more literal and less ownable than a coined/unit name.
Coulomb
Unit of electric charge — distinctive and scientific, but harder to spell and say out loud.
Obol
An ancient unit of currency — evokes the cost ledger and per-task price. Distinctive and short, but obscure.
Watt
Unit of power = rate of spend. Punchy, but heavily used as a brand across energy.
Quanta
Discrete units of usage — modern and techy, leans generic in AI naming.
Meridian
A line of measure across a sphere — premium and calm, but abstract away from the metering idea.
Cadence
The rhythm of spend over time — elegant, but widely used in B2B SaaS.
Voltage
The pressure behind the spend — energetic, but verbose and trademark-crowded.
A type-led wordmark + a meter-dial monogram.
The mark abstracts a gauge: a swept arc, a needle and a pivot — measurement reduced to geometry. The "l" in the wordmark carries the accent, a small nod to a needle at rest. Built entirely in SVG; never rasterized.
Phosphor-signal green on instrument-panel ink.
An 11-shade brand scale, an ink-neutral scale, and semantic tokens. Dark mode is the default surface; a warm-paper light theme is available.
Cabinet Grotesk · Satoshi · JetBrains Mono.
A geometric display sans for headlines, a warm grotesk for body, and a tabular mono for every number — prices align to the column, always. All free, self-hosted as WOFF2.
Joule is a drop-in proxy that meters, attributes, and auto-optimizes every Claude Code token your team spends. The quick brown fox jumps over the lazy dog — 0123456789.
One stroke weight. One grid.
A cohesive 24px, 1.6-stroke set drawn to the same geometry as the mark.
