DIRT — Brand System

§ OVERVIEW

DIRT — Brand System

Disaster Incident Response Team · practical, regional, tested. The brand system, in one scroll.

A · Cover

v1 · APRIL 2026 · NATIONAL

DIRT

Disaster Incident Response Team — the brand system, in one scroll.

B · Positioning

POSITIONING · 30/70

30% playful,
70% grounded.

PLAYFUL

GROUNDED

Competent. Grounded. Dry-witted. Regionally aware. Practical over tactical.

IS NOT

Doom-prepper. Bunker-bro. Tactical-cosplay. Bougie homesteader.

§ WORDMARK

Wordmark

Works at favicon size and on a hat. IBM Plex Serif primary, mono stencil for field-stamped contexts.

A · Plex Serif (committed)

SERIF · IBM PLEX SERIF · 700

DIRT

DIRTDIRTDIRTDIRT

B · Stencil / Mono

MONO · PLEX MONO · STAMP

D·I·R·T

DISASTER · INCIDENT · RESPONSE · TEAM

§ ROUNDEL

Roundel · Seal

Dossier stamp + embroidery anchor. Regional variant keyed to USDA hardiness zone.

A · Standard

DIRT · ZONE 7A · CUMBERLAND

B · On ink (heavy)

EMBROIDERY · PATCH · STICKER

C · Regional variants

REGIONAL · USDA HARDINESS (NATIONAL)

One seal. Swap the zone. The hardiness zone is the locator — planting guide and disaster profile in the same identifier.

ZONE 4B

UPPER MIDWEST

ZONE 5A

GREAT LAKES

ZONE 6B

OHIO VALLEY

ZONE 7A

APPALACHIAN

ZONE 8B

COASTAL SOUTH

ZONE 10A

DESERT SW

§ RANK

Rank Insignia

Earned through action. Scales from 16px avatar-corner to t-shirt graphic. Signal orange is reserved — that's what makes it work.

A · Progression

RANK · PROGRESSION

Prepared

Signed up. Saved a plan.

Trained

Completed a drill.

Responder

Led or advised a plan in-event.

Lead

Coordinated 3+ households.

Anchor

Regional anchor. Earned, not bought.

// NOT A SCORE · NOT A GAUGE · NOT A PROGRESS BAR

B · Scales

LEGIBILITY · SCALES

80px

48px

32px

20px

14px

M. Holland

Avatar-corner badge stays legible at 14px. On the tee it's 6 inches. Same shape.

§ TYPE

Typography

IBM Plex family — committed. Serif for display, sans for body, mono for data fields.

A · Display

DISPLAY · COMMITTED

IBM PLEX SERIF

Prep for Tuesday.

A workhorse face with mid-century civil-defense echo. Serious enough to trust with your family's safety plan; warm enough to read on a Sunday morning.

DIRT

Technical · utilitarian · readable

B · Body

BODY · IBM PLEX SANS

When the Caney Fork comes up, the plan is already on the fridge.

Short sentences. Active verbs. No hedging. Headlines can be dry-witty; body copy stays practical. Regional specificity in examples — “when the Caney Fork comes up” beats “in a flood event.”

Regular 400

The rain gauge on your shed is already a plan. A buddy with a pickup is already a plan.

Semibold 600

Stop scrolling about it. Tape the list inside the cabinet door.

abcdefghij · 0123456789

IBM Plex Sans

C · Mono · data fields

MONO · IBM PLEX MONO · DATA FIELDS

CALLSIGN

CANEY-07

REGION

ZONE 7A

COORDINATES

36.16°N 86.78°W

PLAN ID

CF-04 v3

NOAA CHANNEL

162.475 MHz

LAST ACTIVITY

2026.04.19 · 14:22

0123456789 · 0 vs O vs o
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSsTt

IBM PLEX MONO · 500

zero · slashed · tabular-nums

§ COLOR

Color

Topographic map, not surplus store. Signal orange is scarce on purpose.

A · Palette + WCAG pairings

PALETTE · EARTH-GROUNDED, NOT CAMO

Topographic map,
not surplus store.

DEEP / APP BG

Ink

#141A26

PANEL / CARD

Ink 2

#1D2432

PAPER / SURFACE

Manila

#EDE2C8

BRAND · ACCENT

Clay

#9C4A3E

SECONDARY

Field

#5A6B4A

ALERT / RANK / CTA

Signal

#E86A1F

CONTRAST · WCAG AA VERIFIED

Bone on Ink 12.8:1 AAA

Graphite on Manila 13.4:1 AAA

Signal on Ink 6.1:1 AA

Clay on Manila 4.9:1 AA

Signal-dk on Manila 4.6:1 AA

Field on Ink 4.7:1 AA

§ DOSSIER

Dossier · Shipped

The canonical credential. Front + back, dark + paper, regional lineup.

Front · Dark (share-ready)

DIRT · DISASTER INCIDENT RESPONSE TEAM

№ 006C

ID · 7A

ZONE · 7A

CANEY-07

M. HOLLAND

DAVIDSON COUNTY

RANK

Responder

FLOOD · POWER-OUT · EVAC ROUTING

PLANS

HARDINESS ZONE

Zone 7A · 0°F to 5°F

COORDINATES

36.16°N 86.78°W

HOUSEHOLD

4 PERSONS

JOINED

2024.03.18

LAST ACTIVITY

2026.04.19

ISSUED · DIRT HQ

M. Holland

VERIFIED · 006C·D4E0·20240318·R3

CANEY-07 · 7A · R3

Back · Dark · Roster + contacts

DOSSIER · REVERSE

CANEY-07 · 7A

HOUSEHOLD ROSTER

J. Holland

Spouse · 42

—

E. Holland

Daughter · 14

EpiPen — peanut

L. Holland

Son · 9

—

Biscuit

Dog, 35lb · 6

—

EMERGENCY CONTACTS · CALL FROM TOP

R. Holland

Out-of-state contact

(615) 555-0134

Poison Control

24h

(800) 222-1222

Davidson Co. EMA

County EMA

(615) 862-8530

MEETUP POINTS

A · PRIMARY

Home — driveway, south side of house.

B · ALT

Shelby Bottoms Greenway — main parking lot.

KEEP WITH PLAN · TAPE INSIDE CABINET

FORM DIRT-01 · REV 04.2026

Front · Paper (print)

DIRT · DISASTER INCIDENT RESPONSE TEAM

№ 006C

ID · 7A

ZONE · 7A

CANEY-07

M. HOLLAND

DAVIDSON COUNTY

RANK

Responder

FLOOD · POWER-OUT · EVAC ROUTING

PLANS

HARDINESS ZONE

Zone 7A · 0°F to 5°F

COORDINATES

36.16°N 86.78°W

HOUSEHOLD

4 PERSONS

JOINED

2024.03.18

LAST ACTIVITY

2026.04.19

ISSUED · DIRT HQ

M. Holland

VERIFIED · 006C·D4E0·20240318·R3

CANEY-07 · 7A · R3

Back · Paper (print)

DOSSIER · REVERSE

CANEY-07 · 7A

HOUSEHOLD ROSTER

J. Holland

Spouse · 42

—

E. Holland

Daughter · 14

EpiPen — peanut

L. Holland

Son · 9

—

Biscuit

Dog, 35lb · 6

—

EMERGENCY CONTACTS · CALL FROM TOP

R. Holland

Out-of-state contact

(615) 555-0134

Poison Control

24h

(800) 222-1222

Davidson Co. EMA

County EMA

(615) 862-8530

MEETUP POINTS

A · PRIMARY

Home — driveway, south side of house.

B · ALT

Shelby Bottoms Greenway — main parking lot.

KEEP WITH PLAN · TAPE INSIDE CABINET

FORM DIRT-01 · REV 04.2026

§ DOSSIER-REGIONAL

Dossier · Regional Issues

Same card, swapped region code + hardiness zone. Cheap feature, enormous local pride.

DAVIDSON COUNTY · TN · 7A

DIRT · DISASTER INCIDENT RESPONSE TEAM

№ 006C

ID · 7A

ZONE · 7A · TN

CANEY-07

M. HOLLAND

DAVIDSON COUNTY · TN

RANK

Responder

FLOOD · POWER-OUT · EVAC ROUTING

PLANS

HARDINESS ZONE

Zone 7A · 0°F to 5°F

COORDINATES

36.16°N 86.78°W

HOUSEHOLD

4 PERSONS

JOINED

2024.03.18

LAST ACTIVITY

2026.04.19

ISSUED · DIRT HQ

M. Holland

VERIFIED · 006C·D4E0·20240318·R3

CANEY-07 · 7A · R3

PLACER COUNTY · CA · 9B

DIRT · DISASTER INCIDENT RESPONSE TEAM

№ B4AF

ID · 9B

ZONE · 9B · CA

SIERRA-12

A. VALENZUELA

PLACER COUNTY · CA

RANK

Lead

WILDFIRE · SMOKE AIR · WATER CACHE

PLANS

HARDINESS ZONE

Zone 9B · 25°F to 30°F

COORDINATES

39.10°N 120.95°W

HOUSEHOLD

3 PERSONS

JOINED

2023.11.02

LAST ACTIVITY

2026.04.21

ISSUED · DIRT HQ

A. Valenzuela

VERIFIED · B4AF·C131·20231102·R4

SIERRA-12 · 9B · R4

DUTCHESS COUNTY · NY · 6B

DIRT · DISASTER INCIDENT RESPONSE TEAM

№ 9D8F

ID · 6B

ZONE · 6B · NY

HUDSON-03

D. OKAFOR

DUTCHESS COUNTY · NY

RANK

Trained

POWER-OUT · COLD-SNAP

PLANS

HARDINESS ZONE

Zone 6B · -5°F to 0°F

COORDINATES

41.70°N 73.93°W

HOUSEHOLD

2 PERSONS

JOINED

2025.01.09

LAST ACTIVITY

2026.04.11

ISSUED · DIRT HQ

D. Okafor

VERIFIED · 9D8F·3A82·20250109·R2

HUDSON-03 · 6B · R2

HARRIS COUNTY · TX · 9A

DIRT · DISASTER INCIDENT RESPONSE TEAM

№ 3404

ID · 9A

ZONE · 9A · TX

BRAZOS-21

R. HERRERA

HARRIS COUNTY · TX

RANK

Anchor

HURRICANE · FLOOD · COMMS · MEDICAL

PLANS

HARDINESS ZONE

Zone 9A · 20°F to 25°F

COORDINATES

29.76°N 95.37°W

HOUSEHOLD

5 PERSONS

JOINED

2022.06.14

LAST ACTIVITY

2026.04.23

ISSUED · DIRT HQ

R. Herrera

VERIFIED · 3404·F84C·20220614·R5

BRAZOS-21 · 9A · R5

§ DOSSIER-PRINT

Dossier · Print

FORM DIRT-01. Manila paper, graphite type, clay approval stamp. Tape inside the cabinet door.

Gov-Issue · printable

FORM DIRT-01 · PERSONNEL DOSSIER

DOSSIER

CALLSIGN

CANEY-07

M. HOLLAND

RANK

R3 · RESPONDER

REGION

HARDINESS

Zone 7A · 0°F to 5°F

COUNTY

DAVIDSON COUNTY

COORDINATES

36.16°N 86.78°W

JOINED

2024.03.18

LAST ACTIVITY

2026.04.19

HOUSEHOLD

4 PERSONS

ACTIVE PLANS

CERTIFIED · FIELD CAPABILITIES

FLOOD

POWER-OUT

EVAC ROUTING

M. Holland

MEMBER · SIGNATURE

ACTIVE

DIRT · 2026

DIRT-01 · REV 04.2026

CANEY-07·7A

§ RAILS

Explicitly Not Doing

The rails. Everything the brief says no to.

A · No list

GUARDRAILS

The things that would make DIRT feel like something else.

Glassmorphism, heavy drop shadows, neumorphism

Animated gradients or particle effects

Illustrated mascot

Preparedness-score gauges · rank is earned, not metered

Dark-patterned urgency copy ("⚠ You're not ready!")

Stock tactical imagery · gloved hands on black

Military cosplay · prepper jargon used for flavor

AI-generated hero imagery on editorial

B · Voice

VOICE · INSEPARABLE FROM LOOK

Short sentences. Active verbs. No hedging.

✓ YES

“When the Caney Fork comes up, move the vehicles to Hwy 70.”

✕ NO

“In the unlikely event of a flooding journey, you may want to consider relocating your vehicles.”

Headlines dry-witty. Body copy practical. Regional specificity in examples always. No “journey”-speak. No sentence that could appear on a wellness app.