Brand Naming Architecture
The brand naming architecture shows the relationship of all of our branding – from Dana as a master brand to its product line extensions. Development of new brand names within the Dana Brand Family must be done under the direct supervision of business unit marketing groups in cooperation with Corporate Communications.
The new brand strategy emphasizes Dana as the company’s master brand, representing the assets, people, and culture of Dana. Brands (such as Spicer®, Victor Reinz®, Thompson®, Glaser®, Long®, Tru-Cool®, GWB®, SVL® and Transejes®) will support the products and nothing else. This strategy leverages the corporate brand across our products and markets, while enabling the product brands to confer the attributes and benefits of our respected products to our customers.
Shown here is a visual representation of the Dana Brand Hierarchy. Please note that ONLY the Primary OEM Brand Product Logos may change, but only the information below the hairline. All other Brand Logos (within the gray areas below) must never be altered. They are “in stone” and must be used as is, and in accordance with the Dana Branding and Identity Standards. In the white area are examples of the types of logo treatments that may be created. Before creating a new logo, check to make sure one doesn’t already exist. Existing logos can be found on our resources page. To obtain a new Primary OEM Brand Product Logo, simply ask Corporate Communications* to have one made for you by contacting them at firstname.lastname@example.org.
* Any and all newly-created logos must be approved by business unit marketing groups and Corporate Communications.
Primary OEM Brand and Brand Product Logo Basic Rules
Editing The Logo
Basically, don’t do it. Once downloaded, the only thing that can change is the size. Never alter the size or spacing relationships of the various elements. The logo sizes up or down as a cohesive unit. If the size of the entire unit goes up or down, the line weight (thickness) should go up or down with it. For example, if the line starts out as 1/2 point rule, and you enlarge the entire unit to twice size, the line should end up as a 1 point rule. Never alter the thickness of the white border around the Diamond.
Corporate Mark Version
At no time may the Special Purpose “Dimensional” Diamond be used in a Primary OEM Brand or Brand Product Logo.
A primary brand product logo may only be reproduced in keeping with the guidelines set forth for Corporate Mark versions A, C, D, and E.
As with the Dana Diamond, establishing a clear space around each of the Primary OEM Brand or Brand Product Logos is very important. If crowded by other text or design elements, the logo may appear hidden. In every application, we need our identity to be obvious and proudly displayed so it can be instantly recognized. The Dana Primary OEM Brand Logo must occupy a prominent position in the design of any visual communication. 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.
Keep It Corporate
The Diamond is the primary identifier of Dana and its business units. For both internal and external communications, no logos, symbols, stylized typeface or graphics other than the Dana Diamond or pre-approved Dana Primary Brand Logos or Primary Brand Product Logos are to be used to identify the Company, its business units, locations, groups, teams, campaigns, services, or organizations. This policy supports a strong presence of the Dana Diamond and Dana name in the marketplace.
There may be some cases, such as joint-ventures, partnerships, or co-branding arrangements, where it is acceptable to create a logo or logotype other than described here. However, all exceptions must be approved by both the Law Department and Corporate Communications before the initial business alliance is negotiated.
Minimum size – Minimum size is depicted above. Please note that the Dana Long Primary OEM Brand Product logo shown is representative of all Primary OEM Brand Product logos.
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)
Primary Aftermarket Brand Logo Basic Rules
As with the Dana Diamond, establishing a clear space around each of the Primary Aftermarket Brand Logos is very important. If crowded by other text or design elements, the logo may appear hidden. In every application, we need our identity to be obvious and proudly displayed so it can be instantly recognized.
The Dana Primary Aftermarket Brand Logo must occupy a prominent position in the design of any visual communication. For presentations and advertisements, upper or lower right corner is preferred. Minimum clear space equal to the distance from the left hand point of the Dana Diamond to the “D” in the word Dana must surround the logo, and must be devoid of borders, text, patterns, and images.
The various Dana Primary Aftermarket Brand Logos may be downloaded here: Resources
Minimum size – Minimum sizes are depicted for the various versions of the logos. Please note that the Dana Spicer Aftermarket Brand logo shown is representative of all but the Dana GWB and PIV Aftermarket Brand logos.
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)
Primary Aftermarket Brand Logos – Adding Product Names and Descriptors
There will be times where it may become advantageous or necessary to add a product name (such as AdvanTEK) to a Primary Aftermarket Brand Logo. The following should be followed when adding these components. NOTE: To obtain one of these specialized logos, simply ask the Aftermarket Marketing Department to have one made for you. Do not attempt to create one on your own.
Adding a product name
When adding a product name to a Primary Aftermarket Brand Logo, choose a typeface that complements Dana’s aftermarket family of brands. The product name (AdvanTEK in this example) rests on the same plane as does DANA in the Diamond and aligns flush left with the Brand name, i.e., SPICER, VICTOR REINZ, etc. If the product name does not fit into the space available in the standard Primary Aftermarket Brand Logo, the Diamond and rule above it should be pushed to the right to accommodate. It is mandatory that a minimum space equal to the height of the “D” in DANA be maintained between the end of the product name and the left point of the Diamond. At no time should the Primary Aftermarket Brand Logo be shorter than its standard width.
Adding a descriptor
The descriptor (optional) resides below the product name and is justified left and right with the product name (not including the ®). There can be some leeway as to the letter height of the descriptor, but it should fit comfortably in the space. The descriptor should not hang below the bottom point of the Diamond. The font used for the descriptor is always Helvetica Neue 55.
Adding a product image
There may be certain marketing situations where it is deemed advantageous to utilize a product image in close proximity to a Primary Aftermarket Brand Logo. Keep in mind that the placement of a part (i.e.,gear, driveshaft, etc.) is to be completely separate of the logo and added at the discretion of the marketing team ONLY. Any attempt to do so must be submitted to, and approved by, the Aftermarket Marketing Department. In all cases it is important that the clear space rules shown here are followed. A clear space equal to “x” must surround the Primary Aftermarket Brand Logo.
OEM Multi-brand Signatures
This page contains examples showing the approved way of “signing off” for those occasions when it makes sense to promote multiple Dana OEM Brands in one communications piece. The individual brands may be used separately throughout the brochure (or Microsoft® PowerPoint® presentation, etc.), but the sign-off should appear as shown here. An electronic file of the multi-brand signature may be downloaded on the resources page of this website. The size and space relationships of the elements in this signature have already been established and therefore no attempt should be made to recreate this configuration.
* Microsoft® and PowerPoint® are registered trademarks of Microsoft Corporation. All rights reserved.
Master File Coding / Primary Brand Logos
The information below will help in deciphering the file names on the various Primary Brand Logo files available for download on the resources page of this website. This page will be of most benefit to your graphics vendors.