Lobby / Entrance Introduction

The lobby / entrance to a Dana facility is one venue for helping to build equity in the Dana brand. The Dana Diamond is the most critical component of our brand identity, and because of this, special attention must be paid to Diamond 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, please contact Corporate Communications here.

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

*For more on proper use of the corporate themeline go to the People Finding A Better Way page on this website.

Small Lobby with Reception Desk or Kiosk

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 above. 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 on the Signage page.

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 here 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 here for required logo files.

Large Lobby with Reception Desk

1. Corporate Identity – Dana Diamond

The Dana Diamond should be shown behind the reception desk, with no facility name listed. The Dana Diamond should be 1/4” (6mm) horizontally brushed stainless steel, anodized aluminum or a metal laminate substitute affixed directly to the face of the painted white panel.  Whenever possible, the white panel should be a high gloss painted panel no smaller than 40″ (1016mm) tall, of varied length (based on application). High gloss paint finish to match RAL 9003 Signal White. Panel thickness is 2″ (51mm), mounted with the vertical center at eye level.

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 a metal laminate substitute affixed directly to the face of the painted white panel. Refer to the People Finding A Better Way guidelines under the Introduction section of this website.

3. Digital Display

A digital display is recommended for the exhibition of all detail graphic information. Posters, print outs, and small signs are not recommended.
The digital display may exhibit some or all of the following:

1. Days since last safety incident
2. Facility information
3. Corporate or product videos
4. Safety policy statements
5. Corporate mission statements
6. Product photography
7. Announcements and postings
8. Welcome messaging for special visitors

4. Awards Display

Custom wall-mounted trophy display system uses a customized wall panel system that is mounted directly to the face of facility walls size 40″ (1016mm) tall, of varied length, depending on application. Finish is RAL 9003 gloss white or best local substitute. The system is available for purchase here.

A point-of-purchase floor standing trophy case is economical for smaller spaces and is available for purchase here.


5. Product Displays 


Refer to the Trade Show  section of this website for more information on standard tables, standard wall displays, floor plinths and product finishing.

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.

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.

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.

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 lobby 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.

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 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.

Content may include imagery, facility designation, or current corporate messaging. The Global Presence Map and additional 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. 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.

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 pictured here. Final hardware, software, and system integration is to be approved and managed by Dana I.T. personnel.


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 or similar. Please follow the guidance available on the Industrial Painting section of the Brand Standards.



The Dana lobby ceiling should always be white. Construction may be either standard, smooth drywall or a suspended ceiling. If installing a suspended ceiling, the panels should be square and not rectangular.


Flooring requirements and preferences differ significantly around the world, so raised floors, commercial grade carpeting, 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 detail can be found in the Materials Palette section of this website.


Furniture should be like everything else found in the Dana lobby. Simple, modern, clean design. Keep in mind that the modern furniture you choose needs to be within the color palette.

Shown here are some more examples of the kinds of modern furniture that would fit into the Dana lobby look and feel.




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 brushed or anodized aluminum, frosted, or clear materials.

Local or native flowers or plants can be used but must be complimentary to the lobby design. Organic items such as bamboo shoots and grasses should be considered, while foliage or flowers with a multitude of colors should be avoided.


Lighting is a critical element to any lobby design. The Dana lobby should always be bright and inviting. Lighting specifications and details should be considered and detailed per local norms, regulations and availability. When choosing task lighting such as desk lamps or low voltage tech lighting, be sure that it fits with our clean, modern look and feel and follows the color palette.


Hardware can vary from facility to facility. However, the same style and finish should be used throughout a given facility as much as possible for the sake of consistency. A couple of good resources for finding clean, modern hardware when fitting out a Dana lobby are Ironmonger and HEWI for door levers etc. and Mockett for display hardware such as brackets, door stops, drawer pulls, stand-offs, etc.

Dana-stainless-steel-stand-offsStainless steel stand-offs (and caps) can be purchased in varying heights from Doug Mockett & Company.

Shown here are just a handful of door levers available at Ironmonger.net.