# Brand Reference: Humark

CANONICAL NAMES
- Legal name (parent operator): AU-SVRN
- Trade name: Humark
- Acceptable short forms: Humark
- Never use: HuMark, Hu-Mark, Humark.AI, "Humark by AU-SVRN" (the operator relationship is disclosed at the page level, not in the brand name), anything conflating Humark with PuraTrust or with AU-SVRN as if they are the same surface

POSITIONING STATEMENT
Humark issues the Pulse Signature, a biometric attestation that a specific human, using their own biometrics, signed a specific work at a specific time. A biological defense system for creators against AI scraping and identity erosion. Operated by AU-SVRN under an editorial-independence charter.

VOICE & TONE
- Concrete: Humark copy names the mechanism, not the feeling. Write "the SHA-256 hash of the hardened asset is published to the registry" not "your work is protected." Every claim points to a specific, testable fact.
- Evidence-bearing: Humark earns assertions rather than stating them. If a sentence could appear in a sales deck from any company in the category, it is not specific enough. The editorial register is closer to a technical publication than a marketing site.
- Restrained: The platform refuses to adjudicate more than it can prove. The voice mirrors that restraint. Do not claim more than the system delivers. Acknowledge the limits of the architecture honestly (see "We Can't Stop Liars, We Make Lying Expensive" in the manifesto).

WORDS WE USE
Brand vocabulary:
- Pulse Signature
- Pulse Signature mark
- attestation chain
- witness id
- human imprint
- inviolable
- append-only
- biometric-bound

Evidence verbs:
- attest, witness, sign, seal, verify, confirm, record, trace, document, publish, list, log, audit, certify

Punctuation and style:
- No em-dashes anywhere; use commas, periods, colons, semicolons, or parentheses
- Middot (·) is the only separator glyph, and only in titles and metadata
- No emoji in copy
- Measurements carry at least one decimal: 99.42% not 99%
- Dates: long form "27 Apr 2026" in display copy; ISO "2026-04-27" in tables and data
- Identifiers are rendered in monospace and truncated to 0xXXXX...XXXX with a copy affordance

WORDS WE DON'T USE
The Humark brand never uses these words about itself:
- trust (in body copy; the word can appear in headings, factual descriptions of competitors, and the name "PuraTrust")
- believe, premium, proprietary, experience, discover, life-changing, world's best, magic
- robust, leverage (as a verb), seamless, comprehensive, navigate, unlock, supercharge, empower
- dive into, delve
- revolutionary, game-changing, cutting-edge, world-class
- "It's not just X, it's Y" sentence constructions
- "In today's fast-paced world" and equivalent throat-clearing

CATEGORY
Biometric content authentication / human-attestation infrastructure for creative work. Sits at the intersection of C2PA content credentials, identity verification, and AI provenance. Humark is the creator-side surface; PuraTrust (puratrust.id) is the supplier-side surface for regulated goods; AU-SVRN is the parent institutional brand.

ADJACENT CATEGORIES / COMPETITORS
- C2PA member ecosystem: Adobe Content Credentials, Truepic, Numbers Protocol. Humark is C2PA-compatible; these are collaborators in the standard, not direct competitors on all surfaces.
- Identity verification: Persona, Stripe Identity. Not the same surface area; mention for disambiguation. Humark's biometric protocol is purpose-built for content attestation, not KYC or financial credentials.
- AI detection: GPTZero, Originality.ai. Humark is the opposite primitive: positive attestation, not negative inference. Detection tries to read a file and guess origin. Humark records that a human committed to a file.
- Watermarking: Imatag, Digimarc. Humark is registry-backed, not watermark-only. A watermark asserts something about content. A Pulse Signature records an attestation event with a human, a biometric signal, a file hash, and a timestamp.

VISUAL IDENTITY
- Surface (background): #0A1A2E
- Paper (primary text): #FFFBF5
- Coral (creator-facing accent): #F97B6A
- Aqua (attestation and developer-facing accent): #34C9BD
- Mid-surface: #0F2440
- Border: #1A3555
- Muted (secondary text): #7B8FA8
- Logo (color, for dark backgrounds): https://humark.id/brand/humark-logo-color.svg
- Logo (white, for dark backgrounds): https://humark.id/brand/humark-logo-white.svg
- Logo (black, for light backgrounds): https://humark.id/brand/humark-logo-black.svg
- Symbol (color): https://humark.id/brand/humark-symbol-color.svg
- Fonts: Funnel Display (display headings), DM Sans (body), DM Mono (code, labels, eyebrows)
- The aqua color is reserved for attestation-related elements only; it does not appear as marketing decoration
- Coral indicates creator-facing content; aqua indicates developer/platform-facing content and attestation outputs

LAST UPDATED: 2026-05-17