Brand and Identity Standards

Dana Brevini Phase 2

With Dana’s acquisition of Brevini comes the need to understand this new relationship both internally and externally. The following is an attempt to help all who work for Dana Incorporated to both properly understand and communicate how the Brevini brand fits within the organization. You formerly worked for Brevini Group. You now work for Dana Incorporated, designing and producing Brevini products. All former Brevini facilities and subs are required to move to the Dana identity with any project that relates initially to facility identity only (not products). This includes Signage, Workwear, Stationery, Color Palettes, etc. The goal is to complete facility identity updates before the end of August with larger projects considered for longer lead time.


Permitted Logos

Shown here is a visual representation of the Dana Brand Hierarchy for the Brevini brand. These logos must never be altered. They are “in stone” and must be used as is, and in accordance with the Dana Branding and Identity Standards. The logos shown can be found on our resources page. Before creating a new logo, such as a Primary Brand Product logo, check to make sure one doesn’t already exist. To obtain a new Brevini Primary Brand Product logo, simply ask Corporate Communications* to have one made for you by contacting them at identity@dana.com.

* The corporate Brand moves from Dana Brevini to Dana only.
** Dana Brevini logo and Brevini Primary Brand logo with the legacy (lower case) Brevini typeface will be retired starting January 2018.
The Brevini font changes to keep consistency with other Dana Brands.

Any new installation of subs will immediately follow these standards.

NOTE: The Brevini Primary Brand logos are only used in relation to products.


Basic Elements

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

The Corporate MarkDana-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.

The Dana Diamond exists in two basic versions:
1. The Traditional Diamond (above) and
2. The Special-Purpose “Dimensional” Diamond (next section), both of which are available in various forms and file formats to accommodate a range of applications. The following pages provide detailed instructions and guidelines for correct usage of both versions and their variations.

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 at identity@dana.com.


Basic Rules

Corporate Mark
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.

Note: Minimum size for the “dimensional” version of the Dana Diamond (version B) is 1 inch. This is the only exception to the 5/8 inch rule.

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)

 


Brevini Primary Brand Logo

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 should be sized 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. Also, 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 Brevini Primary Brand logo.

Color
The Brevini Primary Brand logos may only be reproduced in keeping with the guidelines set forth in the Basic Elements section of this site for Corporate Mark versions A, C, D, and E.
Brevini green will no longer be used.

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.

Font
Going forward, the Brevini typeface used in the legacy Brevini logo should no longer be used. If you previously downloaded versions of the Brevini Primary Brand Logos that contain the legacy (lower case) Brevini typeface, please replace them with the updated versions.

Clear Space
As with the Dana Diamond, establishing a clear space around each of the Brevini Primary 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 logo must occupy a prominent position in the design of any visual communication. For presentations and advertisements, the upper or lower right corner is preferred. Minimum clear space equal to the height of the “D” in the word Dana must surround the logo, and must be devoid of borders, text, patterns, and images.

Minimum size – Minimum size is depicted in the diagram. Please note that the Brevini logo shown is representative of all Brevini Primary 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)

 

 


Dana Diamond Quick Reference Guide

Guidance for correcting the nine mistakes most commonly made when using the Dana Diamond.

All of the Diamonds can be downloaded from the resources section.

Diamond Quick Reference 08.01.14a

Diamond Quick Reference 08.01

Guidance for correcting the mistakes most commonly made when using the Primary Brand Brevini logos.


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 “B” version of the Dana Diamond where approved by Corporate Communications

** 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.


Stationery

If Dana is to speak to its customers and employees in a common “global voice,” all stationery and administrative materials must reflect a professional, unified appearance. In terms of sheer volume of use, correspondence materials, business cards, and administrative forms are the most fundamental exposures of the Dana identity. These materials must not only adhere to a common design appearance, but are essential exposures for accurately communicating Dana’s image.

This section illustrates the designs established for most basic stationery and forms materials, and provides complete production specifications to ensure a consistent finished appearance. Comprehensive typesetting specifications supplied for address blocks and other text required on these materials are established to create the necessary type style consistency, and more importantly, correct application of all communication and legal requirements for disclosing organization and brand relationships to Dana.

Dimensions on all illustrations are indicated in inches and metrics. Although the actual size of certain materials may vary, such as 8 1/2″ x 11″ letterhead in the United States, and A4 letterhead in Europe, the layout positions specified from the edges of the paper must remain constant.

Letterhead

The letterhead is one of the most basic applications of the Dana identity. Close adherence to these standards will help ensure a consistent appearance.

An Adobe® Illustrator® file may be downloaded here: Brevini Letterhead template.
A Microsoft® Word file may be downloaded here: Brevini Letterhead Word template.
NOTE (regarding the Microsoft® Word letterhead template ONLY): If the Helvetica font is not available on your computer, replace with Arial.
For more information see Corporate Typefaces on the Basic Standards page of this website.

Specifications

Size:
The standard letterhead size in the United States is 8 1/2″ x 11″ (215.9 mm x 279.4 mm). International sizes vary but are based on the standard letterhead specifications. The elements should be positioned from the upper left edges using the same measurements.

Style:
As members of an international corporation, it is also important to use globally recognized wording, i.e., “Office,” “Mobile,” etc,. as opposed to “Tel,” “Phone,” “Cell,” etc.

Include your country code, preceded by a plus sign, in your phone numbers.

Hyphens should be used in telephone numbers instead of parentheses, periods, or spaces. Outside of North America you may use spaces instead of hyphens as per local custom.

Typography:
Dana Incorporated: 8 pt Helvetica 77 Bold Condensed with 1 1/2 points of leading.
Address: 8 pt Helvetica 47 Light Condensed with 1 1/2 points of leading. (8 / 9 1/2)
Body of Letter: 10 pt Helvetica 45 Light.

Premium Paper Stock:
Strathmore 24#, Arctic white, wove finish, 25% cotton or equivalent is recommended for Dana letterhead. If a second sheet is required, a matching, unprinted sheet of the same paper stock should be used.

Alternate Paper Stock:
A generic 24#, bright white, wove finish is a recommended alternative for standard letterhead. If a second sheet is
required, a matching, unprinted sheet of the same paper stock should be used.

Colors:
Dana Blue and black.

Ink Densities (wet):
Black: 1.15–1.25 Blue: 1.05–1.15

Reproduction Method:
Offset lithography is preferred.


Envelopes

Although letterheads may contain both P.O. Box and street address information, with full city, state, and postal code for each, use only the P.O. Box information (delete the street address) in the envelope return address block.

Large envelopes will be identified in the same manner as other general correspondence envelopes, using the organization signature and address block size specified for stationery envelopes. On envelopes of extraordinary size, the organization signature and address block may be enlarged to increase visibility. If a blank large envelope is used, a mailing label featuring the Dana identity may be used. You should use either a Dana marked envelope or label, but not both.

An Adobe® Illustrator® file may be downloaded here: Brevini Envelope template.

 

Specifications

Typography:
Dana Incorporated: 8 pt Helvetica Neue Bold Condensed with 1 1/2 points of leading.
Address: 8 pt Helvetica Neue Light Condensed with 1 1/2 points of leading. (8 / 9 1/2)

Paper Stock:

Stationery envelopes:
24#, bright white, wove finish.
A laser flap is recommended.

Large envelopes:
24#, bright white, wove finish.
28#, manila

Logo Colors:

White envelopes:
Dana Blue and black (“A” version of the Dana corporate mark)

Manila envelopes:
Black (“D” version of the Dana corporate mark)

Ink Densities (wet):
Black: 1.15 –1.25 Blue: 1.05 –1.15

Reproduction Method:
Offset lithography is preferred.

*A standard stationery envelope (#10 business envelope) measures 9.5 in. x 4 1/8 in. (228.6 mm x 104.78 mm)


Mailing Labels

The Dana mailing label design complements the other elements in the Dana stationery system.

An Adobe® Illustrator® file may be downloaded here: Brevini Mailing Labels template

Specifications

Typography:
Dana Incorporated: 8 pt Helvetica Neue Bold Condensed with 1 1/2 points of leading.
Address: 8 pt Helvetica Neue Light Condensed with 1 1/2 points of leading.
(8 / 9 1/2)

Size:
The mailing label size in the United States is 4-1/2 x 3 5/16 (114.30 mm x 84.14 mm). International sizes vary but are based on the samples shown. The elements should be positioned from the upper and left edges using the same measurements.

Paper Stock:
Bright white.

Color option 1: Dana Blue and black.

Color option 2: Dana Blue.

Ink Densities (wet):
Black: 1.15 –1.25 Blue: 1.05 –1.15

Reproduction Method:
Offset lithography is preferred.

Word Processing Tip:
Use Avery® label #5164


Business Cards

A maximum of eight lines of text may be displayed on Dana group business cards. Seven is preferred, as shown here.

The Dana corporate mark is anchored to the top left. The name and address block and e-mail address are anchored flush with a plane that runs through the upper and lower points of the Dana Diamond. Remember that the logo sizes as a unit. The relationships of the elements within the logo are to always remain the same.

An Adobe® Illustrator® file may be downloaded here: Brevini Group Business card template.

Note: The back of the card should be left blank, except when a translation is necessary or to recognize formal joint-venture relationships that may require or benefit from the use of this space.

Specifications

Size:
The business card size in the United States is 3 1/2″ x 2″ (88.9 mm x 50.8 mm). International sizes vary but are based on the standard business card specifications. The elements should be positioned from the upper and left edges using the same measurements.

Style:
As members of an international corporation, it is also important to use globally recognized wording, i.e., “Office,” “Mobile,” etc,. as opposed to “Tel,” “Phone,” “Cell,” etc.

Include your country code, preceded by a plus sign, in your phone numbers.

Hyphens should be used in telephone numbers instead of parentheses, periods, or spaces. Outside of North America you may use spaces instead of hyphens as per local custom.

Typography:
Person’s name and Legal Entity or Organizational Name : 8 pt Helvetica Neue Bold Condensed with 1 1/2 points of leading.
Title, Dana Incorporated, address, phone and email: 8 pt Helvetica Neue Light Condensed with 1 1/2 points of leading. (8 / 9 1/2)

Paper Stock:
Starwhite Vicksburg, 88# cover, Tiara white, smooth finish is recommended for business cards.

Colors:
Dana Blue and black.

Ink Densities (wet):
Black: 1.15 –1.25 Blue: 1.05 –1.15

Reproduction Method:
Never print business cards on laser printer or color copier.
Thermography is preferred, but offset lithography may be used if necessary.


Email Signatures

Format, Content, and Style

Following are a few standards that will ensure that all of our signatures have consistency throughout the company.

Format
The typeface used in Dana emails, including email signatures, is Arial (regular), 12 point, with normal spacing.
The background color for all Dana emails is to be white.

Content
Unless it says “optional” next to an item in the example(s) below, it should be included in your email signature.
You may delete optional items below but the remaining information should follow in the order shown. Legal entity or organizational name may be combined with Title/Function or eliminated when representing more than one business.

Style
As members of an international corporation, it is also important to use globally recognized wording, i.e., “Office,” “Mobile,” etc,. as opposed to “Tel,” “Phone,” “Cell,” etc.
Include your country code, preceded by a plus sign, in your phone numbers.
Hyphens should be used in telephone numbers instead of parentheses, periods, or spaces. Outside of North America you may use spaces instead of hyphens as per local custom.
The web address may be edited to any appropriate dana url, but should be limited to one url per email signature.

Signature Options

Below is the standard for Dana email signatures.

Dana employees should observe local regulations pertaining to additional information that needs to be included in their email signatures.

NOTE: Do not use quotations, emojis, political or religious statements, sports affiliations, unauthorized images or any other personal messages on your company email signature.

Group Name – Short Form only

Group Name – Short Form with addition of Legal Entity

You may download the banner above and insert it into your email signature. You will need to make sure it links to www.dana.com.

Mobile Device Email Signatures

The signature below should be used for emails originating from a mobile device or tablet.

NOTE: If adding a Legal Entity, refer to email example above.

Email Signature Setup Instructions:

Computer
How to set a default email account on your computer
Outlook
Outlook Online

Apple Device
How to set a default email account on your iPhone and iPad
iPhone Native
Outlook App
Outlook Web Access


Q&A

Q: Can I include the brand names within in my signature?
A: Generally, no. We all work for Dana Incorporated, and that is the name that should go in our signatures and on our business cards. We represent One Dana. We sell brands. Some customer-facing employees may have a need to include brands in a promotional banner, web address, or as part of a legal entity at the bottom of their address, but it should be clear that we all work for one unified organization – Dana.

Q: If the legal entity in my country is also the name of the brand I’ve used in my title before, shouldn’t I keep using that?
A: No. We are proud of the brands that we sell, and they are part of our rich history. However, it is important for our customers and our employees to know the difference between the brand name of our products and the name of our company, which is Dana Incorporated.

Q: Why do I have to enter the + in front of my phone number?
A: With the + preceding your country code, in an emergency anyone with a mobile device can go to your e-mail, click on your phone number, from anywhere in the world, and the call should go through. If you do not enter the + symbol, the phone may not understand the country code, and the call may or may not work.


Telephone and Voicemail Greeting

The voicemail greeting message will use Dana and the facility name. Your message may say, “Hello. You have reached John Smith at Dana Reggio Emilla…”


Product Marking

The illustrations below show examples for stamping and labeling Dana’s Brevini brand. If a smaller-size  is desired, it must be approved by Corporate Communications. They may be contacted at identity@dana.com. If a customer requests that additional images be stamped onto products, the request must be reviewed and approved by Corporate Communications and Dana legal. If the product’s surface area is smaller than the examples shown, do not stamp or label the product.


Product Stamping and Die Casting

Minimum Size
The illustration below shows the minimum size for stamping or die casting Dana’s Brevini brand.


Product Labeling

Name Plates
When space allows, use the Brevini Product Brand Logos in their entirety, but not smaller than their minimum size (see above). You may print in either black or Dana Blue (Pantone Process Blue).

Minimum Size
The illustration below shows the minimum size for labeling Dana’s Brevini brand.

NOTE: Illustrations on this page reflect the smallest markings that may be stamped on a Dana part. Art may be downloaded here: Brevini Product Stamping Logo or here: Brevini Product Label Logo.

NOTE: The hairlines indicated on this page (surrounding the examples) do not reproduce. They represent the size of the object being branded.

* The size to the right of each example relates to the approximate height of the object (Dana part in the case of stamping) or label on which the brand would be reproduced.

** The size below each example relates to the approximate width (or diameter) of the object (Dana part in the case of stamping) or label on which the brand would be reproduced.


Product Painting

Products should be painted RAL 5012 for both the primer and the coating unless specified by the end customer.


Packaging Graphics

The packaging graphic shown can be used on any package and can be sized up or down as a unit. Do not separate the various elements or change their relationship to each other. The entire graphic prints black. The only editable part of the graphic is the address, and including one is optional. If including an address, do not forget to edit it to your particular location. The graphic may be downloaded here.

 


Signage Introduction

This section provides a comprehensive overview of the design systems established for identifying and navigating Dana facilities. They are extremely visible to our customers and the general public and must reflect the same level of quality and image consistency established for other key identity exposures.

The Dana sign family has been designed to communicate a consistent sign style, color statement, and signature presentation, as well as clear, consistent presentation of wayfinding information. A variety of sign shapes and configurations is available to satisfy a wide range of building identification requirements and sign code limitations.

All examples and specifications illustrated below should not be used for individual fabrication, but are intended only to provide the reader with an understanding of permissible identity components, examples of the types of permissible information, and their most effective use.

Due to specific regional needs, facilities are encouraged to work with a local sign manufacturer, which, in turn, should obtain approval of design drawings from Corporate Communications. Questions should be directed to identity@dana.com.

For more information see Dana Corporate Typefaces.


Sign Design & Fabrication Policy

The Dana sign family has been designed to satisfy all basic facility needs, including primary and secondary identification, directional and regulatory signs, and interior feature identification.

The following guidelines and procedures must be followed in order to properly implement Dana signs:

    1. The Dana Diamond represents the people, culture, and assets of the company and should be used on all facility signage. Brands (Spicer®, Victor Reinz®, TruCool®, etc.) should only be used on products, packaging, promotional materials, etc., and should not appear on facility signage.
    2. Wherever a sign need arises for a new or existing facility, the sign family examples provided below can be used to select the most appropriate wall-attached and/or freestanding sign types and size.
    3. If the sign family does not contain the sign style you require, contact Corporate Communications for assistance. Special sign designs may be required from time to time and it is essential that they are developed within the boundaries of the sign family style.
    4. The information permitted on this signage is limited to 1.) Company/Facility Identification and 2.) Wayfinding. No other type(s) of information is permitted.
    5. When actually building a sign, it is very important that you use the proper materials and finishes. All exterior signage should follow the color palette that can be found in the resources section of this site.

The Dana sign family covered in this document applies only to Dana facilities. If any Dana customer wants to identify with Dana, contact Corporate Communications for direction at identity@dana.com..


Signage Materials and Appearance

This section contains basic guidance on finish specifications for various signage elements. In case the specified material is not available regionally, care should be taken to match the color and finish with a material that can be acquired locally.

Basic Guidelines:

1. All that appears as light gray on the following illustrations represents anodized aluminum. That is what the signs should “appear” to be. How to achieve that appearance will be determined by your budget, material availability, and capabilities of your local professional sign company. Preferably you will use actual anodized aluminum. If this is not possible, you may paint the sign to match anodized aluminum (RAL9006). The thickness and height of the sign should be determined by the sign company based on the sign being structurally sound and should be able to withstand wind without bowing.
NOTE: All Dana signs should appear to be solid, not flimsy. For example, a freestanding sign should “appear” to be a block of solid aluminum as opposed to a box that is “skinned” by a thin veneer.
2. Signage height, overall size, and locations should be determined in compliance with local restrictions.
3. Sign should have the look of anodized aluminum.
4. Letters and directional arrows should be black vinyl (downloadable arrows can be found on the Resources page)
5. When possible, use LED lighting. In areas that do not have power, sign companies may be able to provide low-voltage lighting. If possible, have them provide enough heat from lighting to melt any snow.

For information regarding the interior painting of Dana Manufacturing facilities, go to the Industrial Facility Painting page on this website.

Exterior Building Signs

Going forward, only the Dana Diamond shall appear on a Dana facility. Descriptors, if used, shall be applied to Freestanding Signs. Type A-1 below is preferred and should be used whenever possible. Only when the background is busy and would interfere with the readability of the Dana Diamond should Type A-2 be employed. The Dana Diamond should be applied to a facility as few times as possible. Ideally, one should be used. However, there may be situations where the facility is exposed to two major traffic patterns, necessitating the employment of a second Diamond. At no time should there be two Diamonds displayed on two sides of a corner.

The diamond should always be either internally or externally illuminated.

Both formats can be fabricated in any size necessary to ensure integration with the building style and architectural detail. If there is any doubt as to the appropriate size for the Dana Diamond, contact Corporate Communications at identity@dana.com.

Service and Assembly Centers

Service and Assembly Center (SAC) is the new name for former Brevini subsidiaries. In addition to the Dana Diamond on the building, there are additional signage requirements for SACs:

Service and Assembly Center Signage

SACs must have a sign on their building located under the Dana Diamond that says “Service and Assembly Center” set in Helvetica Neue 77 Bold Condensed, the only exception is if the signage may not appear appropriate because of space. This sign would is preferred to be a back-lit sign, but it is not mandatory. This should be translated and expressed in local language or appropriate spelling.

External Branded Totem

SACs must use a Totem to show the product brands serviced by the facility. The brands should be stacked below the Dana Diamond (as per the example shown). An Adobe Illustrator template for these items may be downloaded here.

Available Product Brands

Primary product brand – Brevini
All SACs should show the Brevini brand at the top of the list, beneath the Dana Diamond.

Niche product brands (PIV and GWB)

The following can be added to the totem (below Brevini) if applicable to the SAC and agreed. Please contact Corporate Communications at identity@dana.com for required logo files.

Legacy/retired brands

Although it is our goal to retire these over the next 12 months, it is recognized that some SACs may need to continue using legacy brand names associated with the fluid power business including Hydr-app, Aron, Oil Technology, SAM hydraulic, and others. Please contact Corporate Communications at identity@dana.com for required logo files.

Internal Product Brand Signage (behind or near lobby desk)

SACs must also show product brands serviced by the facility behind or near the reception desk as shown in the image under internal signage. An Adobe Illustrator template for these items may be downloaded here.

*These words may be reflect local language.


Secondary Signs

Entry-way Identification

Two sign types are available for providing Dana identification at building entry-ways. On glass doors, Type B Vinyl Appliques, with or without descriptor, may be applied to the surface of the glass. Hours of operation are optional. A single decal configuration per set of doors is recommended. NOTE: Vinyl appliques may be either full color (Dana Blue, black, and white) OR frosted opaque (to resemble etched glass) but not both.

When glass application is impractical, or a more impactful sign is desired, a Type C Entry-Way Plaque may be installed on the wall, next to the doors. This sign can be ordered with hours of operation or other pertinent regulatory information. Consistent with vinyl appliques, one plaque per entry is recommended. The substrate for this sign is either anodized aluminum (1/8 to 3/16 inch thick), anodized aluminum laminate, or something painted so that it appears to be anodized aluminum (RAL9006).

* A standard size entry-way plaque is available, although custom sizes can be fabricated to satisfy laminated requirements or architectural conditions. Use of the Hours Vinyls with the plaque is optional.


Dimensional Diamond Construction

The diagram at right applies only when creating a Type E-1 or Type E-2 dimensional Diamond. These guidelines will work for any size Diamond.

dimens-Diam-construction2

* May be cut out of anodized aluminum, anodized aluminum laminate, or painted to match (RAL9006).


Freestanding Signs

Freestanding signs are appropriate choices for large facilities, particularly those with main buildings that are set back from the primary frontage road and property access. All of the signs below are created using multiples of a standard unit (building block) with a width to height ratio of 5:3. While the 40 in. x 24 in. (1016 mm x 609.6 mm) block is standard, and should be used for most of the freestanding secondary signs, this basic unit can be enlarged proportionally to fit your particular situation. NOTE: This unit should not be used smaller than the standard 40 in. x 24 in.

Primary Pylon

The Type F Primary Pylon sign is best suited for long-distance visibility requirements and can be fabricated in heights ranging from 15 ft. to 30 ft.
The overall Primary Pylon sign should be externally illuminated, while the Diamond is to be internally illuminated.

Vertical Monument

The Type G Vertical Monument sign can be used for smaller facilities or when sign code height limitations prohibit the use of the primary pylon. This sign style can be fabricated in heights ranging
from 4 ft. to 8 ft.

NOTE: The Pylon is not for use at service centers.

Horizontal Monument

The Type H Horizontal Monument sign is appropriate for large, landscaped areas where long-distance visibility is not obscured by low-lying trees and bushes.

This sign style is also appropriate when the sign height is restricted, but the overall square footage allowance is generous. The length of the sign varies, and is based on the length of the descriptor.

Freestanding signs can be either single- or double-faced and should be, at a minimum, externally illuminated. Details 1 and 2 demonstrate the night-time appearance of sign types G and H. Although these signs will be externally illuminated, if budgets allow, the corporate mark (only) may be internally illuminated as well.

Signs created use Helvetica Neue 77 Bold Condensed. For more information see Dana Corporate Typefaces.

Landscaping

If landscaping is desired on a freestanding sign, please follow these simple rules:

1. Use low profile items such as stones, ground cover, or low growth flower beds.
2. All growth should be 18″ or less and bushes should be avoided.
3. Be careful that nothing covers up the address.


Interior

Lobby/Entrance Introduction

The lobby/entrance to a Dana facility is one venue for helping to build equity in the Dana brand. Our corporate mark, the Dana Diamond, is the most critical component of our brand identity, and because of this, special attention must be paid to logo production, sizing and placement. This section of the Dana Branding and Identity Standards has been designed in an effort to help Dana create and maintain a customer-facing presence that is consistent across the globe. To achieve this consistency as a company, it is very important that each person involved in the process understands and follows these guidelines. An integral part of this process, and one that must be included well in advance of the planned build, is to obtain approval of your plans and layouts from Corporate Communications. They can be reached at identity@dana.com.

Setting Expectations

Each and every Dana facility around the world has its own unique characteristics and personality. However, in an effort to maintain a sense of corporate Identity going forward, it will be expected that the main entrance to each facility migrate toward having the same clean, modern, look and feel.

The following should be included in all lobbies whenever possible:
1. Corporate Identity  – Dana Diamond (the corporate mark)
2. People Finding A Better Way*
3. Digital Display
4. Awards Displays
5. Product Displays
6. Graphic Element
7. Reception Desk or Kiosk

Small Lobby with Reception Desk or Kiosk

1. Corporate Identity – Dana Diamond

The Dana Diamond should be shown behind the reception desk, with no facility name listed. Whenever possible, the white surface should be a high gloss painted panel no smaller than 1m tall (100 cm) of varied length (based on application). High gloss paint finish to match RAL 9003 Signal White. Panel thickness is 2″ (50mm), mounted with the vertical center at eye level – between 60″ and 66″ (1525mm – 1675mm ) above finished floor. Material should be 1/4” (6mm) horizontally brushed stainless steel, anodized aluminum, or metal laminate substitute affixed to white surface with 1/2″ (13mm) thick standoffs.

2. “People Finding A Better Way”

The corporate themeline, “People Finding A Better Way”, may be locked with the Dana Diamond (when locked up with the Diamond, they are together referred to as the Corporate Endorsement Unit or CEU), or placed separately close by. Material should be 1/4” (6mm) dimensional, horizontally brushed stainless steel,  anodized aluminum, or metal laminate substitute. Refer to the “People Finding a Better Way” guidelines under the Introduction section of this website.

3. Digital Display

A digital display can be used to show the following:
1. Days since last safety incident
2. Facility information
3. Looping corporate or product videos
4. Special visitor welcome

NOTE: If yours is a Service and Assembly Center, there is an option for placing your brands on the wall. For more information, see the Service and Assembly Centers.

4. Awards Display

B+N Industries cables and glass shelving system or matching alternative to display awards and trophies. Point of purchase floor standing trophy case for smaller spaces is available for purchase here.

5. Product Displays

Core Product Display | Standard Table

Small and medium sized product samples are displayed on sleek, minimal horizontal bridges intended to minimize display mass and distraction. All samples exhibited here are completely show finished according to the product finishing schedule. Table sizes are based on a standard, but customization is welcome on a limited basis to accommodate various product configurations. The bridge thickness is fixed, however display dimensions may be adjusted in 100mm increments for customization as necessary. The bridges may be fabricated from engineered wood, aluminum or steel depending on preferred regional techniques. Additional, concealed base plates may be integrated as necessary for safety. For trade show specific application, a laminate finish is allowed according to the Material Palette section for specifications.

Core Product Display | Standard Wall Panel

Small and medium sized product samples are displayed on sleek, vertical panels for application to walls, column surrounds and freestanding pylons. All samples exhibited here are completely show finished according to the product finishing schedule. Panel thickness and width is fixed as illustrated, but may be adjusted vertically in 100mm increments for customization as necessary. The panels may be fabricated from engineered wood or aluminum depending on preferred regional techniques. Wall mounting system is according to wall system and product weight. For trade show specific application, a laminate finish is allowed according to the Material Palette section for specifications.

Core Product Display | Floor Plinth

Large scale product samples are supported by steel posts on rolling trollies that are concealed with the illustrated clamshell plinth. The face profile of the plinth matches that of the standard display table with a recessed toe kick front and back. The toe kick shall be laminated with mirrored acrylic to reflect the light gray carpet or gloss white laminate flooring that it is resting upon. The height of all bases is standard and fixed as illustrated, but the plan view will vary according to the product requirements. The plinths may be fabricated from engineered wood or aluminum depending on preferred regional techniques. Plinths may be removable or permanently applied to the steel trolley based on program requirements. For trade show specific application, a laminate finish is allowed according to the Material Palette section of the Brand Standards for specifications.

Product Display | Raised Floor Integration

Large scale product samples are supported by steel posts on rolling trollies that are concealed beneath the finished raised floor. Steel posts are painted black as the standard finish, but may be customized to blend in with the surrounding environment. Trim rings are acceptable for transition from the posts to the floor.

Product Finishing

Product being displayed in a trade show environment must meet a minimum acceptable level of show finish to display a high-end feel. Larger axles and driveshafts should be disassembled and cleaned, any exposed hardware should be chromed, welds and imperfections should be filed and sanded, and paint and clear coat should be applied to complete the finish.

Paint colors are specified below and, over time, as our product becomes worn and in need of a fresh finish, we will be applying these paint colors. See the Material Palette section for paint specifications.

From this point forward, any product needing a “refresh”, as well as any new product, should be painted with the new colors as listed under “Product Finishing” in the Material Palette section.

6. Graphic Application – Decorative

On large wall surfaces, graphic content should be kept to a minimum and should be contained to the portion of the wall mounted at eye level between 66 – 72″ (1524mm ) to center of panel above finished floor. It is recommended to use a graphic band to keep the space organized and clean.

Inkjet printed graphics are applied to 6mm substrate mounted to the wall with Dibond with a low lustre overlaminate applied to the first surface. Substrate should be no smaller than 1m tall (1000mm) high x varied length based on application and mounted proud of the finish wall surface with 25 – 28mm standoffs or hanging cleats held in from the perimeter to become invisible.

Content may include imagery, facility designation or current corporate messaging. Some options are available on the Image Library section of the Brand Standards.

7. Reception Desk or Kiosk

If a lobby includes a reception desk, it should have no text or visible branding.

In the case that personal reception is not feasible, a free standing purchasable registration kiosk is recommended that provides wayfinding for guests and visitors. The kiosk should match or be designed similar to the unit below pictured here. Final hardware, software and system integration is to be approved and managed by DANA I.T. personnel.

Painting

Optional accent walls throughout the lobby should be finished with matte blue RAL 5005.

There may be various types of wall coverings or materials used throughout various lobbies, but if your wall is painted paint satin white RAL 9003. Please follow the guidance available on the Industrial Painting section of the Brand Standards.

Service and Assembly Centers

Service and Assembly Center (SAC) is the new name for former Brevini subsidiaries.

Internal Product Brand Signage

In addition to the above items SACs must show product brands serviced by the facility near the reception desk, preferably on an accent wall, as shown in the image below. The lettering should be 1/4” horizontal brushed stainless steel or anodized aluminum, Helvetica Neue 77 Bold Condensed. An Adobe Illustrator template for these items may be downloaded here. External Brand Signage is located above.

Available Product Brands

Primary product brand – Brevini
All SACs should show the Brevini brand at the top of the list, beneath the header, “Service and Assembly Center”.

Niche product brands (PIV and GWB)

The following can be added to the signage (below Brevini) if applicable to the SAC and agreed. Please contact Corporate Communications at identity@dana.com for required logo files.

Legacy / Retired brands

Although it is our goal to retire these over the next 12 months, it is recognized that some SACs may need to continue using legacy brand names associated with the fluid power business including Hydr-app, Aron, Oil Technology, SAM hydraulic, and others. Please contact Corporate Communications at identity@dana.com for required logo files.

NOTE: The illustrations below are conceptual. Each space is different and will require you to adapt as necessary. For help in making your facility line up as much as possible with the examples shown, you are encouraged to contact Corporate Communications. They can be reached at identity@dana.com.

Conference Room

Training Room


Vehicle Branding

When painting a passenger car or truck for the Dana livery, choose an OE “stock” white vehicle and tastefully apply the Dana Diamond, or the Corporate Endorsement Unit (CEU) and a particular Dana aftermarket Brand or Brands, e.g. Brevini, PIV, etc. (optional) as shown below. A template for adding the Brands may be downloaded here. Any branding of vehicles (other than Dana) for sponsorships (such as racing) should be approved by the appropriate marketing communications leader AND Corporate Communications.

The images below are for reference only. The vehicle shown is merely one example. Because no two vehicles are alike, it may be necessary to make adjustments to size and spacing of the various elements. In the end, your vehicle(s) should look similar to one of the examples shown below. Please contact Corporate Communications for advice on finishing detail and final approval. They can be contacted at identity@dana.com.

The examples below show options for using one Brand as well as multiple Brands.

NOTE: When using more than one Brand, Brevini is listed first.


Workwear

Only the Dana Diamond is used on workwear. Contact Barb Wolak (barb.wolak@dana.com) in Global Purchasing to help you with pre-approved products and special orders.

For clothing, the Dana Diamond may be embroidered or silk-screened. Standard placement is left chest of garment. Approved color options for the Dana Diamond are a full color Dana Diamond (Dana Blue with black,). If the full-color Dana Diamond is used on dark material, a fine white line must surround the logo (see logo version “A1”). In this case, the inside field should be white. When embroidering the logo, it may be done in full color OR as tone-on-tone. If you’re not sure how to apply the logo to your particular situation you may contact Corporate Communications at identity@dana.com.


Distributor Logos

Brevini Distributor Logos consist of the Brevini Primary Brand Product Logo.

 


Master File Coding / Brevini Logos

The information below will help in deciphering the file names on the various Brevini logo files available for download on the resources page of this website. This page will be of most benefit to your graphics vendors.

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

Adobe® and Illustrator® are registered trademarks of Adobe Systems Incorporated. All rights reserved.