Dana Diamond Quick Reference Guide

For an overview of how to use (and how not to use) the Dana Diamond, click here to download a PDF.

The Corporate Mark

Dana-corporate-mark

The Dana Diamond, consisting of two chevrons and the letters “DANA,” is the corporate mark and primary element of the Corporate Identity Standards. It must, therefore, occupy a prominent position in the design of any communication. The Dana Diamond is custom artwork that must be used without modification or distortion. Do not re-create or alter the Dana Diamond. Always use approved electronic artwork and/or templates. Complete guidelines are contained on the following pages.

When referring in words to the Dana Diamond, use initial capitalization. The text reference appears like this: “the Dana Diamond.” Likewise, when referring to the company name in text, only the “D” is capitalized. Use of the Dana Diamond by non-Dana organizations requires verbal or written permission from a Dana person who has apparent authority or from Corporate Communications. For further information, contact Corporate Communications.

 


Corporate Mark Version A

Full- or Two-Color

Provides a high level of recognition and color impact for two-color and some full-color applications

  • Some higher-profile marketing communications (print ads and collateral materials)
  • Lower-profile full-color marketing communications (specification sheets, handouts, and some brochures)
  • Blue and black two-color printing applications (when using Pantone® Process Blue as second color)
  • Business cards and stationery
  • Large format (signs, banners, etc.)
  • Merchandise
  • Word processing and desktop publishing (e.g. Microsoft® Word)
  • Electronic media (e.g. Microsoft® PowerPoint®, Front Page®, etc.)
  • Information screen
Full-Color Reproduction

The examples on this page show the Dana Diamond in the preferred blue and black color break. There are two primary ways to achieve this look:

Four-Color Process version of the Dana Diamond is preferred for most four-color printing applications. The top chevron of the Diamond is made of CMYK. The bottom chevron and “DANA” are “rich black” (see page on Corporate Colors). An alternate version uses Pantone® Process Blue in place of CMYK for the top chevron.

Two-Color (Blue and Black) version of the Dana Diamond is preferred for most two-color printing applications. The top chevron of the Diamond is 100% Pantone® Process Blue. The bottom chevron and “DANA” are 100% black. Note: There is a difference between Pantone® Process Blue and process cyan. No part of the Dana Diamond is to ever be reproduced in 100% process cyan.

Paper Stock / Background Colors

The inside of this Diamond must always appear white. When using this version of the Dana Diamond, it is essential that the Diamond is reproduced on a white (or nearly white) stock. Avoid reproducing this Diamond on colored stock or with a background color that conflicts with or detracts from the Diamond or makes the inside of this diamond appear to be anything but white.

* There is a white border around this diamond for the purpose of separating the mark from the background. The white border is part of this particular version of the mark and must not be recreated or deleted.

Pantone® is a registered trademark of PANTONE, Inc.

Microsoft®, PowerPoint®, and Front Page®, are registered trademarks of Microsoft Corporation. All rights reserved.

This website is not intended to be used for color matching purposes. Please see a Pantone® Color Formula Guide for exact color replication.

 


Corporate Mark Version C

Dana-corporate-mark-C

One- or Two-Color

Preferred for one-color or two-color printing applications when second color is not Pantone® Process Blue

Use as alternate for

  • Large format (signs, banners, etc.)
  • Word processing and desktop publishing (e.g. Microsoft® Word)
Color
  • Top chevron – 40% screen of black
  • Bottom chevron and Dana logotype – 100% black
Paper Stock / Background Colors

The inside of this Diamond must always appear white. When using this version of the Dana Diamond, it is essential that the Diamond is reproduced on a white (or nearly white) stock. Avoid reproducing this Diamond on colored stock or with a background color that conflicts with or detracts from the Diamond or makes the inside of this Diamond appear to be anything but white.

Pantone® is a registered trademark of PANTONE, Inc.

Microsoft® is a registered trademark of Microsoft Corporation. All rights reserved.


Corporate Mark Version D

Dana-corporate-mark-D

One-, Two-, or No-Color

Preferred for these applications

  • Embossing
  • Debossing
  • Foil stamping
  • Etching
  • Engraving
  • Cut vinyl adhesive

Use as alternate for

  • One-color or two-color printing applications when second color is not Pantone® Process Blue
  • Large format (signs, banners, etc.)
  • Word processing and desktop publishing (e.g. Microsoft® Word)
Color
  • Offset printing – 100% black
  • Foil stamping – gold or silver foil only
Paper Stock / Background Colors

When using this version of the Dana Diamond, it is essential that the Diamond is reproduced on a stock with a tonal value of 20 percent or less. Examples of this would be kraft or manila mailing envelopes. Avoid reproducing this Diamond on a stock with a tonal value that conflicts with or detracts from the Diamond. The inside of this Diamond allows the color of the stock to show through.

Pantone® is a registered trademark of PANTONE, Inc.

Microsoft® is a registered trademark of Microsoft Corporation. All rights reserved.


Corporate Mark Version E

Dana-corporate-mark-E

Full-, Two-, or One-Color

Use as alternate for

  • Lower-profile full-color marketing communications (specification sheets, handouts, and some brochures)
  • One-color or two-color printing applications when second color is not Pantone® Process Blue
  • Large format (signs, banners, etc.)
  • Information screen
Paper Stock / Background Colors

When using this version of the Dana Diamond, it is essential that the Diamond is reproduced on a white (or nearly white) stock. It should be reversed out of any darker (value) background color. Avoid reproducing this Diamond on colored stock or background patterns or colors that could conflict with or detract from the Diamond. In this version, both chevrons of the Diamond and the letters must always appear white.

Pantone® is a registered trademark of PANTONE, Inc.


Basic Rules


Dana-corporate-mark-basic-rules

Clear Space
Establishing a clear space around the corporate mark is very important. If crowded by other text or design elements, the Diamond may appear hidden. In every application, we need our identity to be obvious and proudly displayed so it can be instantly recognized. The Dana Diamond must occupy a prominent position in the design of any visual communication. For stationery, upper left corner; for presentations and advertisements, upper or lower right corner is preferred. Minimum clear space equal to the height of the “D” in the word Dana must surround the Diamond, and must be devoid of borders, text, patterns, and images.

Minimum size – 5/8 inches wide, excluding white border, with the exception of pre-approved merchandise items (versions A, C, D, and E), product labels (versions D and E), and packaging.

Maximum size – no restrictions

Minimum line screen – 133 lines per inch (applies to offset printing applications only, large format or screen printing may be less)


Unauthorized Usage

The correct use of Dana Branding and Identity Standards is essential to the integrity of our corporate image. The corporate mark and supporting elements should always appear exactly as they are supplied in approved artwork form. Modifying these elements will not only undermine our overall image, but could jeopardize our legal right to exclusive use of the corporate mark.

The elements that compose the Dana Diamond should never be modified in relationship to each other. The Diamond may only be re-sized as a unit.

Illustrated on this page are typical misuses of the corporate mark and misinterpretation of basic standards. This sampling is clearly not all inclusive, but will provide an indication of modifications that must be strictly avoided.

Special Note: The Dana Diamond should never be used on a floor or in any other way that would allow it to be walked on. An exception is made for facilities that have adopted the Dana Operating System. The Diamond is allowed on the floor of those facilities in the area where Key Performance Indicators are reviewed. In this instance, the Diamond must be cleanly maintained.

Avoid displaying the Dana Diamond in any of the following forms:

(This is not a complete list)

  1. Outlined,
  2. shadowed,
  3. textured,
  4. 3-D or with a “padded” effect, or
  5. without clear space around it.
  6. As a word in a sentence, phrase, or name
  7. Combined with another corporate mark or company logo*
  8. Re-colored or used in any color combination other than those approved by Corporate Communications
  9. As a decorative device; in general, avoid any “cute” or “clever” applications
  10. With the words “Dana Incorporated” next to it (exception: Annual Report, Dana.com home page)
  11. With any text other than “DANA” within the Diamond border
  12. With a blank center area (exception: security reasons)
  13. Stretched or distorted
  14. In e-mail signatures or electronic letterhead not provided as part of Dana’s Branding and Identity Standards
  15. In repetition, or as a pattern
  16. At an angle (the Diamond must always be horizontal)
  17. On a visually competitive background (one that affects the Diamond’s ability to “stand out”)
  18. With photography, text, or graphics across any part of the Diamond
  19. With a confining shape around the Diamond
  20. With the color density at less than 100%

* except as defined in this manual or in cases of joint-venture, partnerships, etc. and when approved by the Dana Law Department and the Corporate Communications Department

Pantone® is a registered trademark of PANTONE, Inc.

This website is not intended to be used for color matching purposes. Please see a Pantone® Color Formula Guide for exact color replication.


Corporate Colors

Color plays a very important role in establishing a consistent and recognizable image for any corporation. A specific blue, black, and white are our primary corporate colors, in addition to four secondary corporate colors. Six brand colors and 12 supporting colors* round out the palette.

“Dana Blue” and Black
What we sometimes refer to as “Dana Blue” and Black (shown at right) are actually colors consisting of different formulas, depending on the application (see table below right). PMS refers to the Pantone® Matching System and CMYK refers to the (C)yan, (M)agenta, (Y)ellow, and Blac(K) colors used in standard four-color process printing.

Quality Control
Always strive for consistency in all color applications by maintaining accurate color density. This can be accomplished by matching specified colors with industry-approved color samples. To ensure a uniform Dana Blue reproduction of the Dana Diamond, a Pantone color swatch should be provided to your printer. Be sure to provide a coated swatch if you’re printing on coated stock and an uncoated swatch if you’re printing on uncoated stock. When printing in full color, there are times that a very dense or “rich” black is desired. Use of this “rich” black is encouraged when printing equipment and budget allow.

Paint Applications
The Dana Blue color is a custom paint formula and cannot be matched by using the traditional Pantone color swatches. Because of the amount of pigment in the paint, many paint and home improvement retailers cannot mix the color.

* Pantone Matching System – Pantone® is a registered trademark of PANTONE, Inc.

** There is a difference between Pantone® Process Blue and process cyan. No part of the Dana Diamond is to ever be reproduced in 100% cyan.

This document is not intended to be used for color matching purposes. Please see a Pantone® Color Formula Guide for exact color replication.

 


Corporate Typefaces

Dana’s corporate typeface is Helvetica Neue. This typeface should be used whenever possible.

When Helvetica Neue is not available – this applies predominantly in regards to Microsoft® applications (Word, PowerPoint®, email, etc.) – and using a substitute typeface is deemed necessary, use Arial.

Recommendations on Usage

Below are recommendations regarding when and where to use the various weights and styles of Helvetica Neue. If designated with the word “Only”, do not use this weight or style anywhere else. Detailed usage guidelines can be found in the appropriate sections.

CSS

Cascading style sheets for web-based communications should be in this order:  “Helvetica”, “Arial”, “Sans Serif”.

NOTE: Not all weights and styles of Helvetica Neue belong to the Dana Font Family. Only those listed here are authorized for use in Dana communications.

Microsoft® and Powerpoint® are registered trademarks of Microsoft Corporation. All rights reserved.

Replacement Typefaces

Although Helvetica Neue is Dana’s corporate typeface, there are some languages with which Helvetica does not work. The obvious ones are languages such as Mandarin and Arabic. Others are not so obvious. For example, the languages of some Eastern European countries use accents or diacritics that are not available in Helvetica.

Following are replacement typefaces that should be used, along with their corresponding languages/regions:

Microsoft JhengHei – Mandarin (Chinese)
WinSoft Pro Neue Helvetica Arabic – Arabic
Pragmatica – Eastern Europe

NOTE: In addition to choosing the correct typeface, it is also important to choose the correct weight, i.e., book, medium, bold, extra bold, etc.