Why the DoiT logo glows on LinkedIn

PUBLISHED 3 AUGUST 2026 · BY NIMROD YARKONI

Add another one to the list. After Port, Wiz, Taboola and Lusha, the DoiT logo is now showing up in the LinkedIn feed looking like it has a light behind it: on a recent iPhone, Pixel or MacBook the mark renders visibly brighter than the white page around it, while a screenshot of the exact same post looks completely ordinary. Nothing is broken. It is the HDR glow trick, and DoiT appears to be the latest B2B brand to run it.

What are you actually looking at?

A flat, static image carrying an HDR color signal. LinkedIn strips most HDR metadata on upload but keeps color profiles, so the file reaches the feed with its glow intact. On HDR screens the bright parts render in the display's reserve brightness, above the roughly 200 nits the interface uses for normal white. On SDR screens, and in every screenshot, the same file is just a regular logo. No filter, no animation, no CSS. The full mechanics of PQ curves and brightness headroom are in the technical write-up.

A FinOps brand spending unused headroom

There is something almost poetic about a FinOps company using this particular trick. DoiT's business is helping teams get more out of cloud capacity they are already paying for: the idle reservations, the oversized instances, the headroom nobody is using. The HDR glow is the same move applied to a screen. Your display has brightness in reserve that "white" never touches, and this file simply spends it. A brand built on unlocking unused capacity, unlocking the unused capacity of your monitor. The pitch demonstrates itself mid-scroll.

It also fits the audience. DoiT sells to cloud engineers and the people who pay cloud bills, a crowd with a high density of exactly the type who downloads a suspicious image and inspects its color profile instead of scrolling past. That is how every previous wave of this trick got noticed, torn down and copied.

The adoption curve is steepening

The technique was first documented by Tom Nick, circulated on Reddit, then adopted brand by brand: developer tools, security, advertising, sales intelligence, and now cloud and FinOps. Many of the adopters share roots in the same tech ecosystem where the original teardowns and tools circulated, which is a good reminder that this spreads engineer to engineer before it spreads marketer to marketer. The full lineage and credits are in the Wiz post and the Port post.

The flip side of a steepening curve: the window shortens. Slack has already tone-mapped glowing workspace logos, and platforms clamped the equivalent HDR video trick once it flooded short-form feeds. LinkedIn's image pipeline keeps color profiles today, and that is the entire reason the trick works there. Worth using while it is novel; not worth building a brand system on.

What's the catch?

• Not everyone sees it. Viewers on non-HDR office monitors, or phones in battery saver mode, see a regular logo with slightly dimmer whites. High-contrast inputs and moderate brightness give the most graceful fallback.
• Too bright reads as glare. Every wave of this trick produces the same complaints: it hurts, change it back. Around 600 to 1,000 nits a mark clearly out-glows the feed while staying comfortable, which is why Superwhite has a brightness slider instead of a fixed maximum.
• The effect is fragile by design. Screenshots, re-saves, cropping in LinkedIn's composer and messenger compression all strip the profile. Only the original exported file glows.

How do you do it with your own logo?

1. Open superwhite.app and drop in your logo. A white or near-white mark on a colored background works best.
2. Set the peak brightness and the glow threshold so the mark glows and the background stays put. On an HDR screen the live preview shows exactly what your audience will see.
3. Download the HDR JPEG and post it to LinkedIn as a feed image. Do not crop or edit it in the composer, that strips the profile.

Everything runs in your browser and nothing gets uploaded. Sign in, exports from €2.99, unlimited up to 400px.

Frequently asked questions

Why does the DoiT logo look like it is glowing on LinkedIn?

The image carries an HDR color signal that lets its whites render above normal screen white on HDR displays, using the panel's reserve brightness. It is the same technique seen earlier on the Port, Wiz, Taboola and Lusha logos. On non-HDR screens the image looks completely normal.

Is it a filter or an animation?

No. The pixels are flat and static. The only unusual thing in the file is the color information instructing HDR displays to treat the whites as HDR content, which is why screenshots look ordinary.

How can I make my own logo glow like that?

Embed an HDR color signal so the whites decode above normal screen white. Superwhite does this in the browser: drop in a logo, set the brightness, download the JPEG and post the file directly to LinkedIn without cropping or editing it in the composer.

Why do I see it on my phone but not on my work monitor?

The glow only renders on HDR-capable displays with HDR on and battery saver off. Most recent phones qualify by default; many office monitors and older laptops do not. On those screens the same file shows as a normal, slightly dim image, nothing broken.

Does the glow survive screenshots or reposts?

No. Screenshots capture the tone-mapped standard result, and re-saving, cropping or forwarding through messaging apps strips the color profile. Only the original exported file glows.

Will LinkedIn patch it?

Probably eventually. Slack has already tone-mapped glowing workspace logos and platforms clamped the equivalent HDR video trick. Treat it as attention arbitrage with a window. When the window closes, the file simply renders as a normal image.