You’ve probably heard the name a thousand times. Maybe you’re thinking about the month of August, or perhaps that first Roman Emperor with the curly hair and the stoic expression in your history textbook. But if you're asking what does Augustus mean, you're actually digging into one of the most successful branding exercises in human history. It isn't just a name. It never was.
It’s a vibe. A heavy, religious, "don’t mess with me" kind of status.
When Octavian—Julius Caesar’s grand-nephew—took the title in 27 BCE, he was doing something incredibly sneaky. He didn't want to be called "King" (Rex) because Romans hated kings. They’d literally kill you for it. Ask his uncle. So, he chose a word that felt holy. Something that smelled like incense and old temples.
The Linguistic Roots of Greatness
The word Augustus comes from the Latin augere, which means "to increase." But it’s not just about getting bigger or richer. It’s tied to the concept of auctoritas—authority. Not the kind of authority a cop has when they pull you over, but the kind of authority a grandfather has at a dinner table, or a priest has during a ritual.
It means "venerable," "majestic," or "consecrated."
If you were augustus, you weren’t just a guy with a sword. You were someone the gods had smiled upon. You were "increased" by divine favor. It’s a bit like being called "The Illustrious" or "The Magnified," but with a much heavier spiritual weight. Think of it as a bridge between the human world and the divine. Honestly, it was a genius move. By taking this title, Octavian was telling Rome, "I'm not a dictator; I’m just... naturally better and holier than you."
Why the Month of August Exists
We can't talk about what does Augustus mean without looking at your calendar. Before 8 BCE, the month we call August was known as Sextilis, which literally just means "the sixth month." (Rome’s early calendar was a mess, starting in March, which is why September—septem—isn't the seventh month anymore. It's confusing).
The Roman Senate decided to rename the month to honor Augustus. Why? Because that’s when some of his biggest wins happened, including the fall of Alexandria.
There’s a persistent myth that Augustus stole a day from February to make his month as long as July (named after Julius Caesar). People love a good "ego" story. However, most modern historians, including specialists like C.P. Jones, point out that Sextilis likely already had 31 days before the name change. Augustus was powerful, sure, but he didn't necessarily need to be petty about day counts to prove he was equal to Caesar.
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More Than a Name: A Political Shield
The brilliance of the term lies in its vagueness. If you call yourself "General," people expect you to be at war. If you call yourself "Judge," they expect you to be in court. But "Augustus"? That can mean anything. It allowed the first emperor to hold total power while pretending he was just a humble protector of Roman traditions.
Historian Mary Beard often talks about the "smoke and mirrors" of the Roman principate. The title was the ultimate smoke machine. It suggested that the emperor's power didn't come from his legions (even though it totally did), but from his inherent "august-ness."
It’s a masterclass in soft power.
You see this reflected in the art of the time. The Augustus of Prima Porta statue doesn't show an old, tired politician. It shows a youthful, barefoot, almost god-like figure. The title and the image worked together to create a brand that lasted for hundreds of years. Every emperor who came after him—Nero, Trajan, Hadrian—they all took the name "Augustus" as a title. It became synonymous with the office of the Emperor itself.
Surprising Modern Echoes
We still use the word today as an adjective. If someone describes a building as "august," they aren't saying it looks like a Roman guy. They mean it’s imposing. Grand. Respected. It’s the kind of word you’d use for the Supreme Court or a 500-year-old university library.
It carries a sense of permanence.
In many ways, the meaning has shifted from "divinely chosen" to "historically significant." When we call a meeting "an august gathering," we’re acknowledging the prestige of the people in the room. It’s a lingering ghost of Latin influence that refuses to die.
Is It Still a Good Name?
If you're looking at what does Augustus mean because you're considering it for a baby name, you're tapping into a massive trend. "Vintage" names are huge right now. It feels strong but not as aggressive as "Maximus." It has great nicknames—Gus is approachable and friendly, while Augie is cute.
But be aware: it’s a lot of name for a toddler to carry.
You’re essentially naming a kid "His Majesty." That’s a bold choice. It ranks consistently in the top 500 names in the US, climbing slowly over the last decade. It’s popular because it feels grounded. In a world of "Aiden" and "Jayden," Augustus feels like it has a soul.
Practical Takeaways and Insights
Understanding the weight of this word changes how you look at history and language. It's not just a vocabulary word; it's a lesson in how humans perceive power.
- Branding Matters: The shift from "Octavian" to "Augustus" shows that how you title yourself determines how people treat you.
- Context is Everything: In a religious context, the word meant "sacred." In a political context, it meant "unassailable." In your calendar, it just means "summer's almost over."
- Check the Source: When reading Roman history, remember that "Augustus" is a title. If you see it in a text, the author might be referring to the person or the position.
To truly grasp the legacy of the term, look at the architecture in your own city. Any building with massive stone columns and a wide staircase is trying to evoke that "august" feeling. They are trying to borrow the authority that Octavian claimed for himself two millennia ago.
If you want to apply this knowledge, start by noticing where "august" qualities appear in modern leadership. Real authority rarely screams; it usually sits quietly, wrapped in the prestige of a well-chosen reputation. Study the transition of the Roman Republic to the Empire to see exactly how a single word helped dismantle a democracy. You can find excellent primary source translations of Res Gestae Divi Augusti (The Deeds of the Divine Augustus) online to see how the man himself wanted to be remembered. It’s the original PR spin.