Signage Introduction

This section provides a comprehensive overview of the design systems established for identifying and navigating the exterior of 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.

For interior signage or Diamond use please review the appropriate section for more details in Lobby / Entrance and Conference Room, Hallways and Corridors section of the Brand Standards.

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

NOTE: A major change to the appearance of these signs (made in 2008) is the specified typeface.* Any building or lawn signs needing freshening or changes to the wording should use the new typeface and follow the guidelines set forth herein. Any new signs should also follow these guidelines.

* Signs created prior to September 2008 used the old Dana font. From this point on, any new signs being created, as well as any signs that need to be freshened or reworded will use Helvetica 77 Bold Condensed and/or Helvetica 77 Bold Condensed Oblique. For more information see Dana Corporate Typefaces.

Sign Design & Fabrication Policy

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

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.

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 painting of Dana 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


Awnings for Dana facilities should be constructed as a permanent structure. If this is not possible then using an anodized aluminum frame covered with  fabric may be substituted. The uprights are made of 3 – 6 inch square tubing, depending on the size of the awning. The angle (or slope) of the structure matches the angles on the Dana Diamond (28 degrees), however, the Diamond is not to be used on the awning. The awning has a “skirt” that is equal in height to approximately 15 percent of the overall awning height (the angled portion).


The approved fabric to use on a Dana facility awning is Sunbrella® 4601 Pacific Blue. This is not an exact match to Dana Blue by any means, but it is the closest as of this posting. Should a color more closely matching Dana Blue become available in the future, this page will be updated to reflect that change in offering.



Exterior Painting

The overall building exterior color should be light gray with a blue stripe accent. See below for guidelines for applying the stripe.
The colors to match are RAL 7047 Telegrey and RAL 5012 Light Blue. NOTE: the swatches below may or may not appear correctly on your monitor. It is advised that you locate an actual RAL color chart and have your paint mixed by a commercial paint supplier. Finish to match is satin (or eggshell). Do not paint your building using either a high gloss or flat finish. Latex paint (water-based) is recommended.

The diagram below depicts three acceptable variations of properly adding the stripe, as well as guidelines for applying the Dana Diamond. The thickness of the stripe is equal to 1/8 of the height of the building and is positioned as shown. The features on some buildings may necessitate altering these rules in regard to the position (not the size) of the stripe, but every attempt should be made to follow these guidelines as closely as possible.


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.



* 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. block is standard, andshould 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.

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 prior to September 2008 used the old Dana font. From this point on, any new signs being created, as well as any signs that need to be freshened or reworded will use Helvetica Neue 77 Bold Condensed. For more information see Dana Corporate Typefaces.


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.