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 the Lobby / Entrance and Conference Room, Hallways and Corridors sections 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 a 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 by contacting Corporate Communications.

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 provided below.

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. Signs should have the look of anodized aluminum. 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 (specifications are provided below). 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.  Letters and directional arrows should be black vinyl (downloadable arrows can be found on the Resources page). Font guidelines are provided below.
  4. 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.

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

Exterior Building Signs

Only the Dana Diamond shall appear on a Dana facility. 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.

Facility Name

Facility names, if used, shall be applied to Freestanding Signs. Facility names should only be used on buildings if you are located on a Dana campus with multiple facilities. If there is an exception to this policy you must receive corporate approval and direction on proper placement, font, size, and kerning by reaching out to Corporate Communications.


Awnings for Dana facilities should be constructed as a permanent structure. If this is not possible, using an anodized aluminum frame covered with fabric may be substituted. No Dana Diamond is to appear on the awning.

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 (62.2 degrees off of vertical). 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).

NOTE: The approved fabric to use on a Dana facility awning is Sunbrella® 4601 Pacific Blue or painted to match RAL 5012 Light Blue.

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.

NOTE:  Facility names should only be used on buildings if you are located on a Dana campus with multiple facilities. If there is an exception to this policy you must receive corporate approval and direction on proper placement, font, size, and kerning.

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, but if used required font is Helvetica Neue 77 Bold Condensed. 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 blanks or flat panels painted to match anodized aluminum.


* 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 is optional and only if necessary.


Dimensional Diamond Construction

The diagram below applies only when creating a dimensional Diamond. These guidelines will work for any size Diamond.



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 3:5. While the 24 inch x 40 inch 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 24 inches x 40 inches.

Their are various signs available in the Dana Signage family. Each with a different purpose. Please use the Signage Color and Font treatment specified. The 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. Although these signs will be externally illuminated, if budgets allow, the corporate mark (only) may be internally illuminated as well.

Type F1 Primary Vertical Monuments

These signs are is best suited for long-distance visibility requirements and can be fabricated in various heights. The overall Primary sign should be externally illuminated, while the Diamond is to be internally illuminated. Nothing should appear on this sign besides the Dana Diamond.

F2 Primary Horizontal Monument

These signs can be used for smaller facilities or when sign code height limitations prohibit the use of the Primary Vertical Monument F1 in the case of a local height restriction. Nothing should appear on this sign besides the Dana Diamond

Type G Entrance Monument

This sign is to be used to display facility or plant name and used next to an entrance. It 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.

Type H Directional Vertical Monuments

This sign can vary in size and are to be utilized as directional signs. Please follow the appropriate sizing, spacing, font and arrow usage as outlined in the resources and material palette.

Type I Post and Panel Directional

These are also available in various sizes, but should only be used if there are height or clearance issues with using Type H signs. They should be glued and not have visible fasteners. The panels should be anodized aluminum or .060 aluminum faces and use 3″ square aluminum posts painted to match Dana Blue. Please follow the appropriate sizing, spacing, font and arrow usage as outlined in the resources and material palette. The face panel on these signs start at 24 inches (609.6 mm) from the ground and grow in 12 inch (304.8 mm) increments, depending on the amount of information needed on a particular sign. The overall height of this type of sign should not be less than 5 feet tall (1524.0 mm), nor more than 8 feet tall (2438.4 mm).

Type RPP Post and Panel Regulatory Signs

Make sure to use .090 Aluminum faces use anodized aluminum blanks or paint aluminum panels and apply 1st surface vinyl copy. The posts are 2″ square and painted Dana Blue high gloss paint. Helvetica Neue 77 Bold Condensed should be used for all signs using the Dana Diamond. Use an appropriate symbol based on your local regulatory requirements.


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.

Service and Assembly Centers

Service and Assembly Center (SAC) is the 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.[/block]

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 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.

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 product brand signage. An Adobe Illustrator template for these items may be downloaded here.

*These words may reflect local language.