DRO BRAND GUIDE
OVERVIEW
The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of the Dirt REBEL Overlanding brand - its mindset, behavior, and personality - as well as guidelines for leveraging the brand effectively. It encompasses various components such as brand identity, logo guidelines, sample marketing materials, and additional factors to consider. This document lays the groundwork for creating focused campaigns and implementing effective strategies to promote Dirt REBEL Overlanding.
BRAND FONT ERBAUM
INTRODUCTION
Welcome to the Dirt REBEL Overlanding Brand Guide—an insightful exploration of Dirt REBEL Overlanding’s core principles, unique advantages, and distinct personality. Get to know the spirit of the brand and learn what sets it apart from the crowd.
This comprehensive guide is more than a simple handbook; it encompasses the essence of Dirt REBEL Overlanding and the customers and community it serves. By embracing these guidelines, grasping the true meaning behind our brand, and understanding Dirt REBEL Overlanding inside and out, you will be able to successfully introduce it across platforms to the right audiences.
WHO WE ARE
Dirt REBEL Overlanding (DRO) is a dedicated brand of REBEL Media, Inc., serving the offroad and overlanding community with a unique blend of creativity, expertise, and community-driven marketing.
Our mission is twofold:
For Enthusiasts (B2C): We create high-q uality, sought-after brand swag that connects with the overlanding lifestyle, builds a following, and engages the community at events, tradeshows, and online.
For Businesses (B2B): We provide marketing and media services tailored to small companies in the offroad and overlanding space, helping them tell their stories, reach their audiences, and grow within a like-minded community.
DRO was founded to bridge a gap in the industry — empowering smaller companies with marketing resources they might not otherwise access, while maintaining the authenticity and mindset of the overlanding world. We treat our partners differently than a traditional corporate firm, leveraging creativity, community, and insider expertise to help brands grow.
Whether through our products or our services, DRO exists to elevate the overlanding experience — for both businesses and the people who live it.
BRAND VISION
Over the next few years, Dirt REBEL Overlanding will be widely recognized as the go-to marketing and media partner for the offroad and overlanding industry. We envision a thriving community of companies and enthusiasts who have grown with us as partners and friends, sharing a passion for storytelling, adventure, and creativity. Our brand will stand out within the industry for its authenticity, expertise, and community-driven approach, helping companies successfully share their stories and achieve their goals.
We see a future where DRO is both profitable and fulfilling, with an engaged B2C audience and social media following that allows us to develop and nurture relationships while inspiring the overlanding community.
Through our work, we will continue to build a solid pipeline of opportunities in marketing and media, cementing our reputation as industry experts while fostering meaningful relationships. Our team and community will look back with pride, happiness, and zero regrets, knowing we’ve created lasting value, connected people, and elevated the overlanding experience for all.
BRAND PURPOSE
Dirt REBEL Overlanding exists to empower the offroad and overlanding community by providing access to marketing, media, and creative tools that were previously out of reach or didn’t align with their business. We help brands tell their stories authentically, connect with their audiences, and grow within a like-minded community.
Beyond services, DRO’s purpose is to develop and build a network that blends business growth with the spirit of exploration. We make sure every partner has the opportunity to thrive, while keeping the culture, excitement, and community at the heart of everything we do.
BRAND HIERARCHY
REBEL Media & Marketing
Overlanding
Dirt REBEL
BRAND VALUES
These principles serve as our compass, guiding Dirt REBEL Overlanding both internally and externally. Embracing these principles ensures that we tread the path to long-term success, embarking on endeavors, initiatives, and campaigns that consistently reflect our identity and values.
QUALITY
Whether it’s through products or services, DRO is defined by its unmatched quality. Every aspect of our business reflects our commitment to being the best agency and partner in the business.
PEOPLE-FIRST
While professional relationships and following standard practices are important, our team and our partners are always at the forefront of our planning and actions. Following a process never comes before the people who matter.
AUTHENTIC
DRO consists of a team that lives in the real world and outside the corporate bubble. We relate to our partners on a personal level and meet them where they are to tell their story and fulfill their mission.
BRAND PERSONALITY
These are the defining human characteristics that encapsulate the essence of Dirt REBEL Overlanding and project a distinct and reliable identity. They shape how we present ourselves verbally and visually and are perceived by partners, stakeholders, and the market.
OUTGOING
DRO isn’t afraid to start the conversation or make new connections. Whether in-person or online, we welcome our partners, new and old alike, with warm conversation and an energy that keeps them engaged.
FUN
We take what we do seriously but we don’t take ourselves too seriously. Every project, every partnership, and every discussion should feel like an adventure worth having. We believe great work happens when people are enjoying the process.
DETAIL-ORIENTED
We’re meticulous where it matters. Systems and processes guide us, but they never overshadow the human side of what we do. At DRO, excellence is achieved through collaboration and care, not bureaucracy.
RELAXED
Our pace is steady and confident, not rushed or rigid. We’re grounded, adaptable, and easy to work with. We learn from challenges and our partners feel comfortable, supported, and ready to take on whatever comes next.
BRAND POSITION
Dirt REBEL Overlanding lives and breathes the overlanding lifestyle. This isn’t just the market we serve, it’s the community we belong to. We bring proven marketing and media expertise from our parent company, REBEL Media, into the space we’re most passionate about – the offroad and overlanding industry. Our understanding and enjoyment of the culture allows us to operate with authority and authenticity. By combining professional experience with genuine enthusiasm, we help brands share their stories, connect with their audiences, and grow their businesses.
At DRO, success is measured by the impact we help others achieve. When our partners thrive, so do we.
TAGLINES
Built for the journey. Driven by the story. Kick up some dirt.
BOILERPLATE
Dirt REBEL Overlanding (DRO) serves the offroad and overlanding community with gear and marketing built for the lifestyle by those who live it. We help enthusiasts connect with the adventure and help overlanding brands tell their stories, reach audiences, and grow — all while staying authentic to the community we live and love.
STYLE GUIDE
Best practices for logo, font, and color usage.
PRIMARY LOGO
PRIMARY LOGO 1 INCH LOGO
LOGO BADGES & COLOR
DRO GREEN ecede8
727c59
3a3a3a
DRO GREEN ecede8
DARK GREY LIGHT GREEN/GREY
3a3a3a 727c59
BRAND FONT ERBAUM
BRAND FONT ERBAUM
DARK GREY LIGHT GREEN/GREY
BRAND FONT
LOGO, HEADER, AND BODY TYPEFACE
ERBAUM
Light
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
Regular
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
Bold
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
Black
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
BRAND COLORS
DRO GREEN
# 727C59
R 114 G 124 B 89
C 56 M 38 Y 71 K 15
PANTONE 178-11 C
DARK GREY
# 3A3A3A
R 58 G 58 B 58
C 69 M 62 Y 61 K 52
PANTONE 179-15 C
LIGHT GREEN/GREY
# ECEDE8
R 236 G 236 B 232
C 6 M 4 Y 7 K 0
PANTONE 133-1 C
LIGHT GREEN/GREY ecede8
