Brand

Markdown Locker is calm, precise, and a little technical. It should feel like a tool for people who care about their files — not a productivity cartoon.

Name

Markdown says the format is the product. Locker says storage is personal, secure, and yours. Together: a place you put writing, not a feed you perform for.

Tone

• Direct sentences — no growth-hacker fog.
• Respect for your intelligence and your archive.
• Pro offered clearly, not nagged into submission.
• Technical detail when it helps (paths, keys, models).

Look and feel

Dark surfaces, quiet borders, clear type. Accent blue for actions; a restrained signal for Pro. The marketing site may use a soft starfield; the app stays focused and still so your notes stay the centre of attention.

What we are not

• Not a social network for notes
• Not a team wiki — personal first
• Not an AI wrapper that holds your data hostage