This paper extracts and articulates the account of normativity in Plato’s Philebus. Central to this account is the concept of measure, which plays both an ontological and a normative role. With regard to the former, measure is what makes particular things to be the specific kind of thing they are; with regard to the latter, measure supplies the appropriate standard for determining whether or not those things are good or bad instances of their kind. As a result of measure playing these two roles, normative evaluation is grounded in the ontological structure of the thing being evaluated.