Trade Shows Introduction
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 firstname.lastname@example.org.
Dana Design Philosophy
A six “element” framework has been developed to achieve a consistent global brand message and experience for Dana’s trade shows, live events, and facilities.
One company. One voice. One global brand. DANA becomes one.
These six elements are a brand equation. The sum of all these communication layers is a confident Dana and People Finding A Better Way. It conveys a sense of diligence, and momentum, with optimism about the future. The six-element equation will transform the way the world views Dana.
For the most impactful and memorable experience, these six elements should be applied.
Here is visual reference and a description of each of the six elements:
6. Product Display
Spatial Allocation | The 60/40 Rule
While the reason for being at a trade show is to show what it is we do and produce, it is important not to over crowd our space. A good rule to follow to this end is the standard 60/40 rule. This means that when laying out the floor plan of a booth it is good to leave 60 percent of the floor space empty. People need room to walk around in our booth without feeling boxed in. Here are four examples of how that might look.
Exhibit Architecture | Consistent across all footprints
The overall design intent and impression of large scale Dana stands shall be maintained across all events regardless of booth space. While small booth spaces will not allow for all display elements to be exhibited physically, audiovisual tools are used to communicate information that does not fit within the space. Critical Dana standards such as wall quality, proper logo usage, lighting, spacial allocation, and graphic restraint are equally important in small spaces.
Stand (Booth) Identity
Live-event communications such as trade shows are some of the most effective opportunities to build equity in the Dana brand. The Dana Diamond is the most critical component of our brand identity at every event, and because of this, special attention must be paid to production, sizing, and placement. There are three ways the Dana Diamond can appear and they are not mutually exclusive:
- The Identity Tower. The Identity Tower provides the opportunity to display the Dana Diamond in a prominent, highly-visible location and on a clean surface so it is not crowded or overpowered by other display elements. The tower(s) should always be placed in a position of prominence to attract the attention of the attendees. Typically, there is only one tower present in a booth design. However, there may be certain situations that lend themselves to using more than one tower.
- Double-Sided Hanging Sign. If the situation allows, including a hanging sign to achieve more height and visibility across the show floor is ideal.
- Logo Clip. If a stand-alone tower is not feasible, then hanging an illuminated Dana Diamond lightbox or static graphic on a large clean gray surface will suffice.
Major Display Components
The basic elements used to make up the newly-designed Dana trade show exhibit are as follows:
- Flooring Systems
- Wall Structures
- Ceiling / Canopy
- Stand (Booth) Identity
- Information Desk
- Feature Exhibit
- Innovation Studio
- Innovation Forum
- Core Product Displays
- Product Finishing
- Graphic Applications
Some of these elements will appear in all scenarios while some will not (primarily due to special, legal, budget, and/or availability restrictions). The following pages will give general descriptions of each of the elements, while the specifications in the Materials Palette section of this website will provide finish standards for each element.
Flooring requirements and preferences differ significantly around the world, so raised floors, carpeting with thick padding, and hard-surface flooring can be used as budgets and local standards dictate. However, the color of these elements must be consistent globally.
The color for the main flooring treatment is a light gray, while a dark gray or white can be used as a highlight or inlay to bring attention to specific areas of interest or lounge seating areas. There should be no more than three colors of flooring per design. Specification details can be found in the Materials Palette section of this website.
Walls and Structures
Depending on the space and function of an exhibit, there may be a requirement for wall structures to complete offices or a storage area. Walls can be constructed per local standards and techniques but should have a finish that is seamless, flat and matte white in finish. Frosted acrylic wall panels or sections can be included to maintain the privacy of a conference room while making the room feel more open and airy. Graphics or other design attributes can be added to the inside walls of a conference room to meet the specific needs of meetings and discussions being held.
On the outside of the wall structure, graphic content should be kept to a minimum and should be contained to the portion of the wall that is at the attendee’s eye level. It is recommended to use a graphic band to keep the space organized and clean. Verbiage should be kept to a minimum and detail such as engineering specifications, charts, and graphics are not recommended. Monitors with video content or relevant presentations can be mounted to the wall surface for added interest.
Canopy – Ceiling
A ceiling structure is encouraged for major booth designs to maximize the overall impact and mass of Dana’s presence on the show floor. It serves a functional purpose by reducing the background visual noise that exists in most convention halls while providing our visitors with a welcoming, truly dimensional environment. White, stretched fabric, in a square or rectangular shape is the approved material and shape for fabrication of a ceiling element. Lamella or hard panel vertical blades may be substituted where fire regulations mandate.
The ceiling element may cover the complete exhibit or be used partially as a canopy to highlight featured exhibit elements.
This type of display element should be considered when it is applicable to the market place and when budgets and show regulations allow hanging of such structures. The structure should be fabricated according to local requirements / restrictions and should consider logistics and associated costs of shipping, assembly, hanging, and lighting requirements.
When possible, the information desk should be positioned in front of the identity tower to provide visitors with a logical location to go for information. It is not a requirement in a booth space and should not be used unless there are resources to man the desk.
The desk should come equipped with shelving and storage for any literature or giveaways. Overall size can be determined as needed, but it must have the same design style and finish colors as pictured. Please see the Materials Palette section for finishes.
Lighting | General
Lighting is a critical element in every Dana stand design. The Dana space should always be bright and inviting with specialized focused lighting to elevate product displays.
In conference and hospitality areas, lighting should be warm, while white light is to be used for lighting product displays. Lighting specifications and details should be considered and detailed per local norms, regulations and availability. Fixtures shall be specified to blend in with the suspension system and not be viewed as a prominent display element. Lighting systems may be integrated into ceilings, suspended from trusses, or from floor-supported towers based on venue restrictions.
Lighting | Hospitality
Within the hospitality area there will be three different lighting techniques for total control of the environment. All three lighting treatments are low voltage, LED fixtures to help control temperature. The three different categories are infinitely controllable as groups independently of one another in order to tune in the space for different audiences and settings.
- Pendant lighting above service bar counter as pictured
- Halo lighting around graphic band (light source is hidden)
- General space lighting is recessed into the ceiling system
- Bar counter accent lighting
Lighting | Confetti
Large surface area of display architecture may be enhanced with limited application of the blue “confetti” lighting treatment pictured below. Application is generally limited to within a 59″(1498 mm) horizontal band. Fixtures finishing flush with the white wall surface are preferred, but where local building practices do not accommodate this, surface application may be acceptable. Surface-mounted fixtures are finished with satin white powder coat or paint to match wall finish.
Lighting | Floor Inlay
Featured product runways within raised floor installations may be augmented with a lighting trough to compliment the confetti element used on vertical surfaces. All adjoining floor finishes must be finished flush and care should be taken that the color temperature and brightness is in alignment with the confetti lighting.
A large-scale attraction element is advised in order to compete visually with neighboring exhibits, bring life and motion to the display and, when relevant, convey thematic messaging directly related to the Dana Diamond. The typical attraction element will be a large-scale LED video delivery system. However, when budget or logistics will not allow for this, large-scale, high-impact graphic installations may stand in place. The large-scale LED is intended to be a seamless, integral part of the overall stand design and should not appear to have been “applied” post design.
Live entertainment and support staging may be used in lieu of digital engagements within appropriate markets, venues and with sensitivity to cultural and personal preferences both within and outside of Dana.
Creativity and regional preferences are welcome when developing the attraction feature, therefore latitude is allowed here to ensure an exciting Dana stand, appropriate for the market and region while still maintaining continuity. Creative proposals for large-scale attractions are to be submitted to, and approved by, Corporate Communications. They can be reached at email@example.com.
Connecting people at live events and trade shows is one of our top priorities when investing in live communications. Our people and our customers are our greatest assets and as such, all who work and visit our stands will be treated with the utmost comfort and hospitality. The beverage and food service will be adjusted dramatically from show to show to respect the demographics and local customs. Pictured below is the standard Dana full-service bistro supported with full kitchen and food preparation behind.
Controlled sound, controlled lighting, low-intensity graphic décor and professional hosts and hostesses work together to create an inviting area for real human connection and interaction while looking out upon the technical displays on the floor.
A custom, central featured exhibit is critical to the overall Dana stand design. While there will undoubtedly be numbered, equally-critical product and technologies on display throughout the stand, it is recommended that one special exhibit be celebrated above the rest to reinforce Dana focus and specific market awareness. The feature exhibit is highlighted through special display production, lighting, motion, sound, and platform enhancement. It is desirable for the feature display to interact or relate to the large-scale “Attraction” element to imply connectivity through Dana and across all offerings.
The Innovation Studio is a “portal” looking into the future of Dana in any given market. This is a semi-private space that transcends the public show floor and the completely private Innovation Forum conference room. Product to be displayed here are potential future launches not ready for broad or public viewing. The Innovation Studio space will vary in size and shape to accommodate the overall booth space and the very few technology samples that will reside here. Access to the room is visually intriguing but is designed to discourage unescorted public. The complete space is finished with matte blue RAL 5005 and all of the product or media screens are to be mounted the most minimal / invisible way possible to ensure absolute focus on the technology with no displays or surrounding visual noise. Product finishing in this area is a “technical” finish that differentiates it from the “show-finished” samples on the floor and encourage a deep, technical review about how the solution is accomplished (over what the technology does).
For trade shows where high-level customer meetings and advanced innovation sharing will take place on the show site, an Innovation Forum conference room can be utilized. This is a custom conferencing area with a large touchscreen monitor or Smartboard with high-level presentations.
The furniture in this room is high-end and there are integrated graphics with blue halo lighting for additional interest. Most often, the rooms have a hard surface ceiling with integrated lighting and air conditioning to keep the room cool as necessary.
Core Product Display
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 4″ (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 Materials 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 4″ (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 Materials 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 Materials Palette section for specifications.
Core 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 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 Materials 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 Materials Palette section.
Graphic Application | Technology Identification
Product categories and individual brand areas may be identified subtly with dimensional, applied characters. These are fabricated from 6mm brushed, stainless steel. The characters are applied directly to the finished wall surface. The same treatment is allowable on horizontal surfaces of the product display floor plinths. Fonts are according to the “Trade Show Fonts” section of this manual (see below).
Graphic Application | Trade Show Fonts
Fonts to use in Dana trade shows are pulled from the same family of fonts specified for the overall company (see Corporate Typefaces) with the addition of Helvetica Thin and Thin Italic. The fonts shown in Corporate Typefaces that are not shown below should not be used in Dana trade show booths.
Graphic Application | New Product Introduction
From time to time Dana introduces a new product to the market via the trade show venue. The logo treatment shown here was created to help “pump up” the product name in order to help it to stand out more. It is a modification of an existing Primary OEM Brand Product Logo (see Permitted Logos) and may be used only for this special purpose.
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 that is at the attendee’s eye level. It is recommended to use a graphic band to keep the space organized and clean. Verbiage should be kept to a minimum and detail such as engineering specifications, charts, and graphics are not recommended.
Inkjet printed graphics are applied to 6mm Dibond with a low-lustre overlaminate applied to the first surface. Substrate is mounted proud of the finish wall surface with 28mm hanging cleats held in from the perimeter to become invisible.
Furniture | Hospitality
The size, shape, and style of furniture in a meeting room should be complementary to the overall booth design, but should ultimately be determined based on the need of the space as well as the regional standard and availability of components.
Casual seating areas can be included in a booth design as space and functionality allows. Furniture for this space should convey a modern design with clean, white surfaces with chrome or stainless accents. Often there will be additional requirements for more formal seating in a hospitality or meeting area. In a case like this, the stools and chairs should have a white surface with chrome or stainless accents to keep with the overall booth design.
Hospitality Bar Service and Lounge
Where appropriate, there is the opportunity to provide hospitality during a trade show. Furniture and bar set ups chosen for these events should be complimentary to the other furniture, with lighting integrated as appropriate.
Furniture | Executive Conference Rooms
Furniture | Standard Conference Rooms
The use of floral can help warm a space and make visitors feel welcome. The planters should take on a contemporary shape such as a square, cylinder or rectangle and can be fabricated from frosted or clear materials.
Local or native flowers or plants can be used but must be complementary to the booth design. Organic items such as bamboo shoots and grasses should be considered, while foliage or flowers with a multitude of colors should not be used.
Aftermarket Integration Into an OE Display Space
Aftermarket representation is often used as part of a larger OE stand at a trade show. Integration is necessary to allow for appropriate branding and product displays for both markets. Hard product samples are kept to a minimum as the OE display samples are available for reference. Audiovisual representation of the service and support network is the primary focus of the installation. The audiovisual presentation is augmented with real retail packaging, the iconic 14 degree confetti graphic, and point-of-purchase display elements.
Aftermarket Tradeshow Spaces
An aftermarket trade show space will use many, if not most of the same elements used in OEM spaces, but will differ in several ways. This page (see below) gives general guidelines for designing large and small single- and multi-brand booths.
One of the differences is the introduction of a Dana Identity “Band” which may only be used in an Aftermarket booth. The band is similar in appearance and purpose to the tower (see Dana Identity Tower) but differs in that it hangs from the ceiling.
The size and proportion of display cases is covered in Display Cases.
The tower should be approximately 1.4 times the typical display case width (CW), or roughly 84″ (2133mm).
The length of the band can vary, depending on the space, and even bend around corners, but its height should be approximately half as tall as the width of the tower.
Aftermarket | Single Brand | Large Space
A large, single-brand aftermarket trade show space will utilize a full-size tower (see Dana Identity Tower) displaying the particular brand’s corresponding Family Brand/Confetti lockup (see Aftermarket Packaging Introduction) as well as the Dana Identity “band”. Sizing and spacing the lockup follows the same rules as detailed in The Family Brand Unit of the Aftermarket Packaging section. The space will also include display cases identical in construction to those described in Display Cases. The only difference from the OEM display case is that the aftermarket display case will feature a Primary Aftermarket Brand logo (see Permitted Logos).
Aftermarket | Single Brand | Medium Space
A smaller, single-brand aftermarket trade show space will utilize a reduced-size (shorter, not narrower) tower displaying the particular brand’s corresponding Family Brand/Confetti lockup (see Aftermarket Packaging Introduction). Sizing and spacing the lockup follows the same rules as detailed in The Family Brand Unit of the Aftermarket Packaging section. The space will also include display cases identical in construction to those described in Display Cases. The only difference from the OEM display case is that the aftermarket display case will feature a Primary Aftermarket Brand logo (see Permitted Logos).
Aftermarket | Multiple Brand | Large Space
A large, multi-brand aftermarket trade show space will utilize a tower for each brand represented displaying a single Family Brand/Confetti Lockup (see Aftermarket Packaging Introduction) and display case(s) for each brand represented. Construction and finish for the aftermarket display cases will be identical to those described in Display Cases. Branding for each case will be achieved by adding a miniature version of the tower for each brand represented. In situations where more open floor space is desired, use Example 2.
Aftermarket | Multiple Brand | Medium Space
A smaller, multi-brand aftermarket trade show space will utilize a tower similar in size to the one described in Aftermarket / Single Brand / Large Space. This tower will display the Dana Diamond as well as the logotypes (only) of all of the Dana brands represented. The space will also contain a display case for each brand represented. Construction and finish for the cases will be identical to those described in Display Cases. Branding for each case will be achieved by adding a miniature version of the tower for each brand represented.
Aftermarket | Single Brand | Small Space
When your venue is small and space is limited, use the appropriate option shown below. As with any Dana trade show space, a tasteful, minimalist appearance should be the goal. Don’t try to say too much. Remember, the object is to brand the space and get across a simple message. The Dana people manning the booth are there to engage visitors and answer any questions they may have.
The Dana product display cases are for displaying smaller product. This showcase is internally illuminated with white light and can be outfitted in multiple ways. Some of these include internal shelving for light-weight pieces as well as more rigid options for heavy compact pieces requiring more support. In addition, they can be used to display graphics as well as monitors with video or presentation material.
The fabrication technique for the display cases should be done to meet local standards and regulations; however, the finished product must utilize the look of the rendered display case as a basis. Depending on region and content, enhancements and add-on features may be designed in to further showcase the technologies on display. Branding can be done on the faces of the display unit per the brand architecture guidelines outlined in the earlier section of this manual.
Please see the Materials Palette section of this manual for finish detail.
Family Brand Unit/Confetti/Background Interaction
As with aftermarket packaging graphics, the Dana Diamond is situated in the bottom right corner below the Family Brand Unit. The Family Brand Unit may be placed in its original “locked up” relationship or can be separated by a space that may be filled with content, i.e., words, illustrations, or both. What’s behind these elements can change, but care must be taken to make sure there is no conflict between the various elements. Below are several examples, not by any means exhaustive, of good and bad combinations. Be very discriminating. When in doubt, throw it out.
Explanation of Examples Shown
A. For solid color backgrounds (other than white), use a color that creates a good contrast with the Family Brand Unit and does not fight with the brand color.
B. This shows examples of colors that either fight with the brand color and/or detract from readability.
C. Good readability on Family Brand Unit. Clouds on left side are fighting with the confetti pattern.
D. Make sure the Family Brand Unit you choose affords enough contrast with your background.
E. Good example of inserting content between the Family Brand Unit and the confetti pattern.
F. The background image fights with the readability of the Family Brand Unit and the confetti pattern.