URLs generated by Pure are long and rather ungainly. The URLs are constructed in this way because they incorporate unique identifiers which Pure uses to reference content in its underlying database, but clearly these are not very helpful in situations were people wish to distribute concise and/or memorable links to content in Pure, for example to provide the URL of a personal profile on a business card.
Atira, the suppliers of Pure, are currently investigating mechanisms for providing more 'friendly' URLs, and are hoping to provide a solution later this year. Partly the timing of this depends on the collective level of demand from all of the UK universities using Pure (of which there now around 20), but the long-URL problem is now certainly something that other institutions appear to be noticing.
Although we can't currently provide an 'official' short URL, as an interim measure please feel free to use URL shorteners such as bit.ly or TinyURL.