Brand Kit

Proof Holdings — Brand Assets & Usage Guidelines

01 — Primary Logo

Primary Logo

The main brand mark: hex checkmark icon, then “Proof Holdings” on one line in system UI font — “Proof” bold, “Holdings” lighter and muted, so the product name stays dominant over the entity name.

Proof Holdings

Dark background

Proof Holdings

Light background

Proof Holdings

Landing page background

Proof Holdings

Gray background

Proof Holdings

Transparent background

Proof Holdings

Transparent — Light

02 — Vertical Lockup

Stacked — Centered

Proof Holdings

Vertical — Dark

Proof Holdings

Vertical — Light

Proof Holdings

Vertical — Navy

Proof Holdings

Vertical — Transparent Dark

Proof Holdings

Vertical — Transparent Light

03 — Icon Only

The Mark — Standalone

Dark — 80px

Light — 80px

Navy — 80px

Black — 80px

Transparent Background

For overlays, presentations, and compositing.

Icon — Transparent (dark checker)

Icon — Transparent (light checker)

04 — Wordmark Only

No Icon — Typography Only

Proof Holdings

Wordmark — Dark

Proof Holdings

Wordmark — Light

Proof Holdings

Wordmark — Transparent Dark

Proof Holdings

Wordmark — Transparent Light

05 — Size Scale

From Hero to Favicon

All sizes

Proof Holdings

Navigation bar mockup

06 — Social Media

Avatar Crops

Circle — Dark

Circle — Light

Square — Dark

Square — Light

Circle — Transparent

Circle — Transparent Light

Square — Transparent

Square — Transparent Light

07 — Brand Colors

Color Palette

Brand Gradient

blue→magenta

Deep Blue

#2B5398

Purple

#6F3480

Magenta

#E21D68

Background

#050508

Navy

#0d0d20

Text Light

#e8e8f0

Text Muted

#6e6e90

White

#ffffff

Black

#111111

08 — Typography

Brand Typefaces

System UILogo wordmark — Platform system font

SF Pro Display (macOS/iOS), Segoe UI (Windows), Roboto (Android)

Used for: Logo “Proof” text, page headings. Weight: 700 (bold)

Display / Logo font

Geist SansWebsite body text — Vercel

Used for: Body copy, UI elements, navigation

Weights used: 400, 500, 600, 700

Body / UI font

09 — Usage Guidelines

Do's and Don'ts

Use the gradient hex checkmark as the primary icon
Pair with “Proof” in system UI font bold, “Holdings” in lighter weight
Maintain minimum clear space equal to the icon width on all sides
Use on solid dark, light, navy, gray, or white backgrounds
Always scale the entire lockup proportionally
Use the horizontal lockup as the default; vertical for square contexts
For small sizes (under 32px), use the icon alone without wordmark

Best practices

Don't

Don't stretch, skew, or distort the logo in any direction
Don't alter the gradient colors or apply different color schemes
Don't add drop shadows, outlines, bevels, or glow effects
Don't place the logo on busy, patterned, or photographic backgrounds
Don't use ALL CAPS (“PROOF”) in the wordmark
Don't separate the icon from the wordmark at distances larger than shown
Don't recreate the logo in a different typeface

Avoid

10 — Favicon & App Icons

Browser & Platform Icons

Every file below is generated from one authored source, /mark.svg. Prefer the SVG wherever the surface accepts vector — it is the mark itself, at any size.

mark.svg

Vector mark (SVG)

favicon-16x16.png

Small favicon

favicon-32x32.png

Browser tab

favicon-192x192.png

Android / PWA

favicon-512x512.png

Large app icon

apple-touch-icon.png

iOS home screen

maskable-512.png

Android maskable

mark-256.png

Logo — transparent

mark-plate-dark-256.png

Social share / OG image

11 — Minimum Size

Size Rules

Proof Holdings

48px+ — Full lockup

32px+ — Icon only

24px — Minimum icon

16px — Favicon only

48px+ — Use the full lockup (icon + wordmark)
32-47px — Use the icon alone, no wordmark
24px — Absolute minimum for the icon mark
Below 24px — Favicon use only (browser tabs)

Size rules — when to use what

12 — Co-branding

Partner Logo Placement

When placing the Proof Holdings logo alongside partner logos.

Proof Holdings

Partner Logo

Co-branding — Dark

Proof Holdings

Partner Logo

Co-branding — Light

Proof Holdings

Partner Logo

Co-branding — Transparent

Proof Holdings

Primary logo — standalone use

Maintain equal visual weight between the Proof Holdings logo and partner logos
Separate with a vertical divider line (1px, #2a2a3a on dark / #e5e7eb on light)
Keep minimum 2x icon-width spacing between logos
Both logos should be roughly the same optical height
Never lock the Proof Holdings logo inside another company's container
Use the primary horizontal lockup for co-branding, never the vertical one

Co-branding guidelines

13 — Brand Voice & Tone

How We Sound

Consistent language reinforces the brand as much as the visual identity.

We Are

Plain — words a stranger understands; a technical term only where it is the subject
Short — short sentences, the problem before the fix
Named — every landing page says who it is for
True — nothing invented; every claim backed by the code or a source
Sourced — every figure read from code or config, with its date where it can change

Brand personality

We Never

Use hype words — no “revolutionary”, “game-changing”, “next-gen”
Oversell — no “the best”, “the fastest”, “the only”
Use startup jargon — no “disrupt”, “leverage”, “synergy”
Sound casual — no “hey there!”, emojis in formal contexts
Make vague claims — always cite specific numbers and features

What to avoid

Naming Conventions

Name: Proof Holdings — one name, on every surface. There is no separate full and short form to choose between.
Short form: none — in running copy say Proof Holdings, or “we”. “Proof” alone is never the company’s name; it is the product word (“Proof of Control”, “a proof”).
Domain: proof.holdings
Machine namespace: proof-holdings — @proof-holdings on npm, ProofHoldings on GitHub, holdings.proof/mcp-server in the MCP registry. These are published identifiers: they are never renamed for style, and the display name was aligned to them rather than the other way round.
Where the name comes from: every surface reads it from BRAND.name in web/src/lib/seo-config.ts. Never type it into a page — the browser tab, the social card and the MCP registry card each carried a different hand-typed name until this was centralised.
Never: the older form carrying “of” (retired 2026-08), PoH, POH, PROOF, or all-lowercase “proof holdings” in body text. ProofHoldings is the GitHub organisation, not prose.
The product: “proof tokens”, “verification proofs”, “cryptographic proofs”
The proofs: Proof of Control, Proof of Delegation, Proof of Action, Proof of Me (+ Agreement, Development, Enforcement coming soon)

Naming rules

14 — Embeddable Badge

The Verification Badge

The badge reports what a public profile shows: the name it is verified under and how many verified proofs it currently carries. The badge is served live, so it reflects the profile as it is now — unpublish the profile and every embed of it changes on its next load. A site or image proxy that caches may hold the previous one a little longer.

Specimens, drawn by the badge’s own renderer. The identity is real; the count and date are illustrative — a live badge reports whatever the profile carries at the moment it is fetched.

?style=default — Carries its own dark ground, so it sits on any site unchanged.

?style=paper — A lighter card for light backgrounds that want something quieter.

?style=compact — A two-cell shape sized to sit in a README row beside build and licence badges.

Using the badge

URL: /badge/{username}
No file extension: The URL carries no file extension on purpose: an image extension would put the badge behind a long-lived immutable cache and it would stop being live.
No public record: A username with no public record still renders a badge — one that says so, rather than a broken image. A badge we could not check reads “record unavailable” instead, which is a different statement: it describes the lookup, not the profile, and it is served under a short shared-cache window with no stale-while-revalidate, so a non-answer is damped but never held. A username that could not exist under the naming rules is the one case that answers 404.
Attribution: Use the badge only for a profile you control, and link it to that profile. Do not recolour it or separate the mark from the wordmark.

Badge rules

Proof Holdings — Brand Kit — 2026