Aftermarket Packaging Introduction

The design and identification of all Dana packaging and products must be implemented in a consistent manner in order to maximize our worldwide brand equity. This section will document the standards for product packaging, miscellaneous packaging materials, and the identification applied directly to the actual products we manufacture.

In order to be effective, product packaging must have a consistent and commanding appearance, communicate both the primary brand name and product name, and clearly identify with Dana. The Aftermarket Packaging Design System documented in this section has been developed to satisfy these goals.

Consistent and proper identification of our products is not only necessary from a basic identity standpoint, but is also a vital legal requirement. Dana identification will be applied to a variety of product materials in many application techniques, including packages, attached labels, laser etchings, castings, etc. For information regarding Product Marking, click here.

Requests for print files, new package design, or any questions regarding packaging, product identification, or these guidelines should be directed to the Aftermarket Marketing Department. The following pages establish packaging standards for the following Dana Brands: Spicer, Victor Reinz, Thompson, Glaser, Tru-Cool, GWB, Transejes, Albarus, and Spicer Select.

Aftermarket Packaging Design System

Illustrated here is a sampling of Dana’s aftermarket packaging. The Spicer, Victor Reinz, Thompson, Glaser, Tru-Cool, and Spicer Select examples follow the Aftermarket Packaging Design System specifications. The most eye catching and memorable element of Aftermarket Packaging Design System is the confetti pattern. This pattern is used to underscore the brand name and will be color coded for each individual brand. The confetti pattern will also be used as the focal point for placement of product illustrations or other enhanced visual imagery when it is appropriate. The confetti pattern, along with the consistent presentation of the Family Brand Unit, Product Descriptor, and Corporate Mark establish the recognizable family appearance that is necessary to establish an effective worldwide brand image.

The GWB, Transejes, and Albarus brands do not follow the confetti pattern and have their own packaging rules, which are available at the bottom of this page. Many of the rules on this page, as they relate to the Family Brand Unit and confetti do not apply to these three brands. The illustration at left shows the current look of these special brands.

The following pages will detail the individual design elements of the system and their application standards. The information provided is intended as a comprehensive overview of the system and how it functions. All aftermarket packaging will be coordinated by the Aftermarket Marketing Department.



Primary Brand Colors 

To provide a distinct level of primary brand identification, individual colors have been selected for all of Dana’s current aftermarket brands. The brand colors will be used to reproduce specific elements of the packaging design. On the primary face panel, the brand color is applied to the confetti pattern and the brand color bar. The brand color will also be used on other package panels as a highlight color for copy, diagrams, and illustrations. It is very important to consistently and accurately apply the colors in order to maintain a strong brand image. Illustrated above are examples of all product brand colors. Approved PANTONE®* color equivalents, both spot and process, are noted. The primary brand colors shown on this page may not reflect an exact color match. Do not use these examples for color matching purposes. Use only approved PANTONE® color swatches.

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

** There is a difference between Pantone® Process Blue and process cyan. 100% cyan should never be used in place of Pantone® Process Blue.

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








Aftermarket Packaging Design Components

Several design components are used within the framework of the Aftermarket Packaging Design System. The package panel example at right, and accompanying captions, provide an indication of how each is used within the system. The following provides more comprehensive detail regarding their construction and use.

IMPORTANT: When creating artwork for a Dana aftermarket package, you must download and use preexisting artwork for the various elements, i.e., Dana Diamond, Family Brand Unit, Confetti, Aftermarket Logo, etc. Never attempt to re-create them.

The Dana Diamond

The Dana Diamond will always appear on the package face panel. It will be featured in the lower right corner of every package face panel as well as on both side panels (where space permits).

The Family Brand Unit

The family brand unit is to be featured on a minimum of one (the face panel) and a maximum of three panels of a six-sided package. It should be accompanied by the confetti pattern whenever possible. The family brand unit never appears on the back panel.

Free Space

The free space is where a hologram sticker might be placed, or where information such as product descriptors, proprietary product names, sub-brands, or part numbers may be displayed. Use Helvetica Neue 77 Bold Condensed Oblique in most cases (unless another treatment is deemed necessary). All proposed free space content must be submitted to the Aftermarket Marketing Department for approval. Horizontally, the free space stops two “D” heights from the Diamond, and stops vertically at a point no higher than 80% of the distance from the bottom of the face panel to where the confetti begins.

Confetti Pattern

The Confetti Pattern will appear in the color assigned to each primary brand. It is never to be re-created.

Aftermarket Logo

The brand’s aftermarket logo is always displayed horizontally, and only on the back panel of a Dana aftermarket package. DBrand_DDiam_aft_kIt consists of the brand name, the horizontal rule, and the Dana Diamond. These elements are locked together and should not be separated. The logo sizes up or down as a unit. In most cases, it reverses (white) out of the brand color.


The Family Brand Unit


The family brand unit (FBU) consists of the primary brand name, the brand color bar, and the category descriptor. These elements are designed to be placed as a unit, with no alterations to the proportions, angle (14°), positioning relationship, or spacing. Although they’re shown here by themselves, they should be used in tandem with (locked to) the confetti pattern whenever possible. More detailed information regarding proper use of these elements can be found by clicking the individual links to the various Brands located at the bottom of this page and then reading the section, Building A Package / A Few Simple Rules.

Illustrated here are the family brand units established for Dana’s primary brand aftermarket packaging. The first example is diagrammed to indicate the established size and spatial relationship of the three elements.

Vector files may be obtained, or category descriptor can be changed to be more specific to a product group, if required, by contacting Aftermarket Marketing Department.

Never attempt to create a new family brand unit or re-create an existing family brand unit.

NOTE: The Family Brand Unit is used exclusively for promoting Dana’s Aftermarket brands via packaging, trade show exhibits and advertisements. It is not to be confused with or used in place of Dana’s aftermarket identity (see Permitted Logos).

Minimum size – The Family Brand Units shown at right represent the minimum reproduction size for each.

Family Brand Unit / Confetti Lockup

The Family Brand Unit gives the package its identity while the confetti gives it its personality. Using the two components together creates a memorable, proprietary appearance.

The pattern (also set at 14°) is “locked” to the family brand unit. Only when wrapping to secondary panels can the two components become “unlocked”, allowing the family brand unit to change size independently from the confetti. The size of the confetti remains constant on all panels.

When placing the lockup on the face panel, the relationship shown here must never be altered in any way. There is an “in stone” angle/size/spacing relationship between the two components. The family brand unit is the dominant part of the lockup in that it determines the size of the confetti. When reducing or enlarging the family brand unit, the confetti goes up or down accordingly.

When extending the confetti horizontally, everything extends left and right from the center line. The depth of the confetti can be adjusted by extending the bottom to be as deep (or shallow) as needed.

The FBU/confetti lockup for your particular brand, as well as the rest of the elements necessary for laying out a package, can be downloaded from each brand’s individual page (see links at the bottom of this page).


Packaging Typefaces

Helvetica Neue is Dana’s main typeface and Helvetica 55 Roman and Helvetica 75 Bold are the two primary fonts used on Dana Aftermarket packaging. Helvetica 67 Medium Condensed and Helvetica Ultra Compressed have been added to the mix for those instances when there is a need to fit more information into tight spaces, i.e., labels.







Brand Specifics

While the packaging for each of Dana’s Aftermarket Brands is part of the larger family, each one nevertheless has its own unique characteristics. Now that you have learned the basics of Dana’s Aftermarket Packaging design, you are ready to learn the “how-tos” of actually creating packaging for each of Dana’s Aftermarket Brands.


NOTE: Do not go to the individual Brand pages unless you have first read and understood the information found on this page.