Myth names it. Spec defines it.
Veldris copy opens with at most one mythic clause, then lands on hard fact. It never persuades, never exclaims, never hides the mechanism. Precision is how this brand expresses trust.
Five laws
Short declarative sentences. No hype adjectives, no exclamation marks, no emoji. The reader is an operator, not an audience.
"Mimir remembers. Every inference runs on your hardware, under keys only you hold." Myth may open; spec must close.
"ML-KEM-768 (NIST FIPS 203)", never "military-grade encryption". The exact number and the citation are the brand.
"You hold the keys." Never "users", never passive evasions ("mistakes were made"). Errors state the fact and the fix.
Where a competitor would say magic, Veldris says how: link the source, name the algorithm, show the audit line. Copy that can't explain itself doesn't ship.
Mechanics
| Rule | Spec |
|---|---|
| Casing | Sentence case everywhere, headings, buttons, labels. Product names capitalized; "the enclosure" lowercase. |
| Buttons | Verb + object: "Seal object" · "Rotate keys" · never "OK" / "Submit" |
| Errors | Fact, then fix: "Key must be 1184 bytes. Regenerate with midgard keygen." |
| Empty states | What this will hold + the first action. Never apologetic, never cute. |
| Numbers | Exact where it matters ("< 800 ms"), rounded where it doesn't ("1.4M objects"). |
Before / after
"Blazing-fast AI insights, anywhere!"
"Military-grade encryption keeps your data safe."
"Oops! Something went wrong."
"Unlock the power of your data."
"First token in under 800 ms. On your hardware, or none at all."
"AES-256-GCM under ML-KEM-1024-wrapped keys. Read the source."
"Signature mismatch on feed-atlantic-raw. Ingest halted; last good object: vessel-1188."
"Your data. Your models. Your keys. Our problem to make that easy."
Approved lines
Power you can read. · Sovereign by construction. · Open. Sovereign. Forever.
Use one per composition. "Power you can read." is the master line and pairs with the mark; the others support product and recruiting contexts.
The rewrite machine
Pick a cliché. Watch it become Veldris.