The Dana Holding Corporation is an American-based worldwide supplier of powertrain components such as axles, driveshafts, off-highway transmissions, sealing and thermal-management products, and service parts. The company's customer base includes virtually every major vehicle manufacturer in the global automotive, commercial vehicle, and off-highway markets. Based in Maumee, Ohio, the company employs approximately 23,400 people in 26 countries and reported 2010 sales of US$6.1 billion. The company is included in the Fortune 500. Корпорация Dana Holding ведёт свою деятельность по всему миру и является лидером по поставкам приводной продукции. Она известна как производитель надёжной техники и запчастей для транспортных средств, работающих на самых тяжёлых участках: подъёмная техника, строительная техника, грузовой транспорт, внедорожный транспорт, лесозаготовительная техника, горнодобывающее оборудование. Мы предлагаем запчасти, узлы и комплектующие для: трансмиссии; карданные валы; мосты; коробки передач; конвертеры; системы контроля; гидротрансформаторы и многое другое. Мосты, трансмиссионные платформы, карданные валы обеспечивают абсолютную стабильность вращающего момента при максимальных нагрузках в экстремальных дорожных условиях. Карданные валы Dana идеально подходят для любых видов внедорожного транспорта. Мосты обеспечивают стабильность вращающего момента и передают его до 72% на колёса повышенной проходимости. Сайт: http://www.dana.com/

The Dana Diamond, consisting of two chevrons and the word “DANA,” is the corporate mark and primary element of the Corporate Identity Standards. It must, therefore, occupy a prominent position in the design of any communication. The Dana Diamond is custom artwork that must be used without modification or distortion. Do not re-create or alter the Dana Diamond. Always use approved electronic artwork and/or templates. Complete guidelines are contained on the following pages. The Dana Diamond exists in two basic versions: 1. The Traditional Diamond (below) and 2. The Special Purpose “Dimensional” Diamond (page 5), both of which are available in various forms and file formats to accommodate a range of applications. The following pages provide detailed instructions and guidelines for correct usage of both versions and their variations. When referring in words to the Dana Diamond, use initial capitalization. The text reference appears like this: the Dana Diamond. Use of the Dana Diamond (by non-Dana companies and/or non-Dana organizations) requires verbal or written permission from a Dana person who has apparent authority or Corporate Communications Department.

Provides high level of recognition and color impact for two-color and some full-color applications n Lower-profile full-color marketing communications (specification sheets, handouts, and some brochures) n Blue and black two-color printing applications (when using Pantone® Process Blue as second color) n Business cards and stationery n Large format (signs, banners, etc.) n Merchandise n Word processing and desktop publishing (e.g. Microsoft® Word) n Electronic media (e.g. Microsoft® PowerPoint®, Front Page®, etc.) n Information screen

Full-Color Reproduction The examples on this page show the Dana Diamond in the preferred blue and black color break. There are two primary ways to achieve this look: Four-Color Process version of the Dana Diamond is preferred for most four-color printing applications. The top chevron of the Diamond is made of CMYK. The bottom chevron and “DANA” are “rich black”. An alternate version uses Pantone® Process Blue in place of CMYK for the top chevron. Two-Color (Blue and Black)** version of the Dana Diamond is preferred for most two-color printing applications. The top chevron of the Diamond is 100% Pantone® Process Blue. The bottom chevron and “DANA” are 100% black.

Paper Stock / Background Colors When using this version of the Dana Diamond, it is essential that the Diamond is reproduced on a white (or nearly white) stock. Avoid reproducing this Diamond on colored stock or with a background color that conflicts with or detracts from the Diamond. The inside of this Diamond must always appear white.

The Corporate Mark / Clear Space Establishing a clear space around the corporate mark is very important. If crowded by other text or design elements, the Diamond may appear hidden. On every application, we need our identity to be obvious and proudly displayed so it can be instantly recognized. The Dana Diamond must occupy a prominent position in the design of any visual communication. For stationery, upper left corner; for presentations and advertisements, upper or lower right corner is preferred. Minimum clear space equal to the height of the “D” in the word Dana must surround the Diamond, and must be devoid of borders, text, patterns, and images.

Avoid displaying the Dana Diamond in any of the following forms

Dana Corporate Colors Color plays a very important role in establishing a consistent and recognizable image for any corporation. In Dana’s Corporate Identity Standards, a specific bright blue and black are our corporate colors. When choosing secondary colors, avoid colors that will visually “fight” with, or detract from our corporate colors. “Dana Blue” and Black What we sometimes refer to as “Dana Blue” and Black (shown at right) are actually colors consisting of different formulas, depending on the application (see table below). CMYK refers to the (C)yan, (M)agenta, (Y)ellow, and Blac(K) colors that are used in standard four-color printing.

Dana Fonts DANA BOLD is used for the organization name in organization signatures. It is also used for personal names and organization names on stationery and forms. Dana Bold supports only capital letters.

Legal Entities/Naming Conventions

The horizontal format is preferred and should be used whenever possible.

The centered format is acceptable and should only be used when the application area width is limited and prohibits proper sizing of a horizontal format.

General Guidelines Proper color treatment for the organization signatures follows the same rationale as color usage for the Traditional Dana Diamond. Pay special attention here to the color of the text following the Diamond.

Organization Signatures / Color Options

Corporate Themeline

Themeline/Corporate Mark Relationship The themeline must always appear with the corporate mark. This does not mean that they must always appear in the horizontal or vertical formats shown here, but that the corporate mark must be included somewhere on the same page, spread, or panel. When using the themeline in close proximity to the logo, follow the guidelines below. When the two elements are separated on the page, spread, or panel, the size relationships can be more flexible. If uncertain about the themeline /corporate mark size relationship for your particular application, you are encouraged to contact Corporate Communications for guidance.

Usage Guidelines n The themeline is used on letterheads (but not other stationery components). Use the themeline as often as possible on communications materials such as advertising, apparel and promotional merchandise, newsletters,web sites, signs, posters, banners, and packaging (but not on products).

Apex Usage / Advertisements

Special Circumstances Billboards, other signage, and two-page spreads almost always involve a horizontal, rather than vertical, orientation. Modifications of the guidelines depicted below – e.g., on the billboard example, the highest point of the apex falls left of center, as opposed to right of center – should still achieve a look that honors the design interface between the apex and the Diamond. Note that only Dana Corporate Communications oversees the production of billboard advertising. In addition, any other “special circumstances” must be defined, reviewed, and approved by Corporate Communications to maintain consistency of the Dana “look and feel.”

Apex Usage / Collateral Materials

Apex Usage / Electronic Media Web Communications Unlike print communications, where page sizes are fixed, the size at which web pages are viewed cannot be regulated. Additionally, whatever is created as a web page must also be effective when printed as a hard-copy version.