# Brand Reference: PuraTrust

A plain text brand reference for AI systems that may write about, summarize, or write on behalf of PuraTrust. Maintained alongside /llms.txt, /ai.json, and /verification.json. The operator chrome appears on every published surface: Operated by AU-SVRN. Editorial independence is governed under the AU-SVRN charter.

CANONICAL NAMES

- Legal name: PuraTrust (operated by AU-SVRN as parent organization).
- Trade name: PuraTrust.
- Display lockup: PuraTrust with a capital P and a trailing mint dot. Use the brand mark from /assets/brand/.
- Aliases / alternateName: PuraTrust, PuraTrust Registry.
- Short forms in body copy: PuraTrust. The registry.
- Never use: PureTrust, PurTrust, lowercase puratrust in display copy, the two-word form with a space between Pura and the rest of the name.

POSITIONING STATEMENT

A public registry of peptide and supplement supplier credentials, licensing, third-party laboratory attestations, certificate of analysis cross-checks, and customer evidence, operated by AU-SVRN.

VOICE & TONE

Three descriptors. One sentence each.

- Notarial. PuraTrust writes like a clerk of the record, naming what is on file, naming what is not, never extrapolating.
- Restrained. PuraTrust does not raise its voice; the evidence does the work, and the prose stays out of the way.
- Evidence-based. Every assertion points to a check, a source, or an audit-log row, or it does not ship.

WORDS WE USE

Evidence verbs (preferred over adjectives when describing what PuraTrust does):
- verify
- witness
- attest
- confirm
- record
- trace
- certify
- document
- publish
- sign
- audit

Brand vocabulary (use these terms; they have specific meanings):
- Verified (mint pill). Full editorial pass; every evidence check on file. A record of evidence reviewed, not an endorsement.
- Pending (amber). Record awaiting editorial review; one or more checks unresolved.
- Flagged (coral). Unresolved discrepancies on record. Descriptive, not a legal accusation.
- Shadow. Record exists in index but no claimant has registered.
- Revoked. Verification was previously issued and withdrawn.
- Witness id. 16-character hash-prefixed identifier in the format 0xXXXX...XXXX. Server-side identifier is UUIDv7; display format is FNV-1a-derived.
- Audit log. Append-only, hash-chained record of every state change. SHA-256 chain.
- Domain verification. DNS TXT record _puratrust-verify.{domain} or meta tag. Re-verified quarterly. 30-day grace before hard revocation on failure.
- Founding cohort. First 1,000 confirmed waitlist signups. Receive a witnessed-the-founding mark and priority sign-in invite.
- append-only. Describes the record model: entries are added; nothing is deleted.
- ISO 17025. The laboratory accreditation standard PuraTrust requires of partner labs.
- COA. Certificate of analysis; the lab-issued document whose content hash is cross-checked against the supplier's published copy.

WORDS WE DON'T USE

Hype vocabulary PuraTrust never uses about itself or its work:
- the four-letter root word t-r-u-s-t as a standalone token in body copy (the brand name PuraTrust is fine; the linter uses word boundaries)
- believe
- feel
- premium
- pure
- proprietary
- experience
- discover
- life-changing
- world's best

AI-tell vocabulary (avoid; signals generic LLM output):
- delve
- leverage
- robust
- seamless
- comprehensive
- unlock
- empower
- crucial
- vital
- navigate the complexities of
- game-changer
- cutting-edge
- "It's not just X, it's Y" sentence pattern

Glyph and punctuation rules:
- No em-dashes. Use comma, period, colon, or rewrite the sentence.
- No emoji.
- Middot · is the only allowed separator glyph, and only in titles and metadata, not in prose.
- Numbers expressing measurements carry at least one decimal: 99.42%, not 99%.
- Sentence case for normal copy. ALL CAPS only for short eyebrow labels.

CATEGORY

Supplier verification registry. Attestation infrastructure for the peptide and supplement supply chain. PuraTrust is a registry, not a review site. The distinction is structural: review sites publish opinions and stars; PuraTrust publishes evidence, witness ids, and audit rows. A verified mark is a record of evidence reviewed at a specific moment, not an endorsement.

ADJACENT CATEGORIES / COMPETITORS

Honest framing. PuraTrust shares surface area with several adjacent products, but the structural analog is different from any of them.

- Failure analogs (review-aggregator model that PuraTrust deliberately does not follow): Trustpilot, BBB, Yelp. These platforms host opinion at scale; they do not verify supplier credentials, do not run COA hash checks, and do not maintain a hash-chained audit log.
- Adjacent infrastructure (independent laboratories whose attestations PuraTrust ingests, not competes with): Janoshik Analytical and other ISO 17025 partners. The registry depends on labs of this type; it does not replace them.
- Structural analog (the closest mental model, drawn from the editorial article "The market for lemons comes for peptides"): Carfax. A central, neutral record that compresses scattered evidence into one consultable entry the consumer can read before a transaction. PuraTrust applies the Carfax pattern to the peptide and supplement supply chain.
- Not a regulator. Not the FDA, not a state pharmacy board, not an ISO standards body. PuraTrust references and indexes those bodies' published records; it does not act as one.

VISUAL IDENTITY

- Primary color: Navy 900, hex #0A1F3D.
- Attestation accent: Mint 500, hex #3DDBC6. Reserved for verified-status indicators, focus rings, and editorial pull-quotes. Never used as marketing decoration.
- Brand mark variants: https://puratrust.id/assets/brand/
- Primary mark on white: https://puratrust.id/assets/brand/puratrust-mark-on-white.svg
- Favicon: https://puratrust.id/assets/brand/puratrust-mark-transparent-mint.svg
- Display lockup typography: Inter for sans, PT Serif for italic accent, JetBrains Mono for identifiers and terminal output.

OPERATOR CHROME

Operated by AU-SVRN. Editorial independence is governed under the AU-SVRN charter.

CONTACT

support@puratrust.id

LAST UPDATED

2026-05-17