Why the Prime Security logo glows on LinkedIn

PUBLISHED 3 AUGUST 2026 · BY NIMROD YARKONI

The security category is doubling down. After Wiz made the HDR glow famous, and Port, Taboola, Lusha and DoiT followed, the Prime Security logo is now showing up in the LinkedIn feed rendering visibly brighter than the white page around it. Screenshot it and everything looks normal. Nothing is broken. It is the HDR glow trick, and Prime Security appears to be the latest brand to run it.

Which Prime Security?

Worth clearing up, because the name is crowded: this is Prime Security at primesec.ai, the product-security startup behind the Agentic Security Architect, with offices in New York and Tel Aviv, fresh off a $20M Series A led by Scale Venture Partners and counting PayPal, Qualtrics and Bumble among its customers. Several unrelated guard and installation companies around the world share the name. The one glowing in your feed is the startup, and in a feed where a search for your own brand returns five other companies, a logo that physically emits light is one way to make sure people remember which one you are.

What are you actually looking at?

A flat, static JPEG carrying an HDR color signal. LinkedIn strips most HDR metadata on upload but keeps the ICC color profile, so the file reaches the feed with its glow intact. On HDR screens the whites 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. The full mechanics of PQ curves and brightness headroom are in the technical write-up.

Security marketing follows Wiz

There is a pattern inside the pattern. Wiz is not just the brand that made the glow famous; it is the brand every security startup benchmarks its marketing against. When the category's most-watched company lights up the feed and collects a viral wave of "is my screen broken?" comments, the rest of the category takes notes. Prime Security adopting the trick right after a funded launch phase fits the moment perfectly: a Series A startup fighting for enterprise attention in the exact channel where its buyers, CISOs and security engineers, spend their time.

There is also a neat product echo. Prime's pitch is catching design flaws before software ships, at the stage where changes are cheapest. The glow is a design-stage decision too: it costs nothing, it is decided before the post goes out, and no amount of editing after publication can add it. The full adopter lineage, with teardowns and credits, is in the Wiz post and the Port post.

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, unedited.

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 Prime Security logo look like it is glowing on LinkedIn?

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

Which Prime Security is the one with the glowing logo?

Prime Security at primesec.ai, the product-security startup behind the Agentic Security Architect, headquartered in New York and Tel Aviv. Several unrelated physical-security companies share the name; the glowing logo in the LinkedIn feed belongs to the startup.

Is the glowing Prime Security logo a filter or animation?

No. The pixels are flat and static. The only unusual thing in the file is a color profile that instructs the display to treat the whites as HDR content. There is no CSS, no video, and no editing trick involved.

How can I make my own logo glow on LinkedIn like Prime Security's?

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

Does the glow survive screenshots or reposts?

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

Will LinkedIn patch the HDR glow trick?

Probably eventually. Platforms already clamped the equivalent trick for HDR video, and Slack has tone-mapped glowing workspace logos. Treat it as a window of attention arbitrage rather than permanent infrastructure. When it closes, the file simply renders as a normal image.