WD40 Company Brand Guidelines FINAL

WD-40 Company Brand Guidelines

V. 2.0 | March 2026

Welcome These brand guidelines define the composition, design, and overall look and feel of WD-40 Company’s brand. They’re a practical tool to help ensure consistency and flexibility across our brand, while offering clear guidance to support a strong, unified global presence. Use these guidelines for any organization-wide, employer, or marketing communication that extends beyond product or brand descriptions— regardless of the audience.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

Contents

3.0 VOICE AND MESSAGING 3.1 Our Brand Voice 3.2 Our Company Tagline

1.0 BRAND PLATFORM 1.1 What is a Brand Platform? 1.2 Our Company Name 1.3 Our Values

3.3 Bringing our Purpose to Life 3.4 The Language of our Values 3.5 Bringing our Values to Life 3.6 WD-40 Company Citizenship Framework

1.4 Our Purpose 1.5 Our History

2.0 BRAND ELEMENTS 2.1 Our Brand Elements 2.2 WD-40 Company Logo

4.0 APPLICATIONS AND EXAMPLES 4.1 WD-40 Company Website 4.2 Company Stationery 4.3 Company PowerPoint Templates

2.3 Using Our Trademarks the Right Way 2.4 WD-40 Company Logo – Color Variations 2.5 WD-40 Company Logo – Clear Space and Minimum Size 2.6 WD-40 Company Logo – Incorrect Use

4.4 Company Email Signature 4.5 Virtual Meeting Backgrounds 4.6 Brochure 4.7 Branding Our Offices: Launch Pads 4.8 Using Visual Concepts in Launch Pad Branding

2.7 Color Palette 2.8 Typography 2.9 Imagery 2.10 Photo Guidelines 2.11 Photo Guidelines (continued) 2.12 Sweep Graphic Element 2.13 Sweep Versions 2.14 Sweep Sizes 2.15 How We Use the Sweep 2.16 Packaging 2.17 Packaging Signature Application

5.0 RESOURCES 5.1 Contact and Logo Artwork

This is an interactive PDF. Click on a page title to go to that page.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

SECTION 1.0 Brand Platform

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

Brand Platform

1.1

What is a Brand Platform?

WD-40 Company’s Stakeholders

Our brand platform defines a memorable, emotive, and relevant identity for WD-40 Company—one that resonates with our key audiences. It shapes how our brand looks, sounds, and behaves, ensuring consistency across every touchpoint. This platform brings together our company and employer brands under a shared foundation, aligning messaging across all stakeholder communications. WD-40 Company is a global marketing organization dedicated to creating positive lasting memories by developing and selling products that solve problems in workshops, factories and homes around the world. WHAT IS WD-40 COMPANY?

Stockholders

Future Employees

Employees

Suppliers + Partners

Communities

OUR BRAND PLATFORM TARGETS THE FOLLOWING KEY AUDIENCES:

PRIMARY Future Employees Employees Stockholders Customers End Users Market Distributors

SECONDARY Communities Suppliers The Media Business Partners Government

Customers + Market Distributers

Government

End Users

Environment

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

Brand Platform

1.2

Our Company Name

It’s important to clearly distinguish between WD-40 Company and WD-40 ® Brand products. Our company brand is the umbrella under which all our work happens. It represents the people, values, and purpose of the organization. Our product brands are the individual products we sell. Each has its own identity, logo, and audience—but all exist under the company brand.

KEY POINTS TO REMEMBER:

COMPANY BRAND

PRODUCT BRAND

• Use the company logo when referring to the company itself (e.g., organization-wide communications, annual reports, internal announcements). • Use the product brand logo (the Shield) only when referring to that specific product. • Avoid mixing logos or names—this keeps messaging clear and protects our trademarks. • When referring to our company, always use the full name: WD-40 Company— never abbreviate.

WHAT WE SELL

WHO WE ARE

WD-40 ® Brand WD-40 ® Multi-Use Product WD-40 Specialist ® wd40.com

WD-40 Company wd40company.com

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

Brand Platform

1.3

Our Values

We are a purpose-driven organization, guided by a strong set of values that form the foundation of who we are. We recognize that living by these values sometimes requires thoughtful consideration. To help guide us through those moments, our values are structured hierarchically—each one playing a vital role. When applied in order, they work together, never in competition, to drive consistent, aligned, and values-led outcomes.

We value doing the right thing. We value creating positive lasting memories in all our relationships. We value making it better than it is today. We value succeeding together while excelling as individuals.

We value owning it and passionately acting on it. We value sustaining the WD-40 Company economy.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

Brand Platform

1.4

OUR PURPOSE

We exist to create positive lasting memories in everything we do. We solve problems. We make things work smoothly. We create opportunities. OUR PURPOSE “WHY”

We create positive lasting memories by cultivating a culture of learning and teaching which produces a highly engaged workforce who live our company’s values every day. HOW WE DO IT “HOW”

Why How What

We deliver unique, high value and easy-to-use solutions for a wide variety of maintenance needs in workshops, factories and homes. We market and distribute our brands across multiple trade channels in countries all over the world. OUR MISSION “WHAT”

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

Brand Platform

1.5

Our History

Our history isn’t just a timeline—it’s the foundation of who we are. It reflects our experience and credibility, explains why we do what we do, and highlights the values that guide us. Sharing our story helps people connect with the brand, understand what makes us unique, and see how our purpose and values have shaped everything we do. Always fact-check historical details against the brand guidelines to ensure accuracy and consistency. For more background, reach out to the Stakeholder and Investor Engagement team.

THE STORY BEHIND THE BRAND

At WD-40 Company, we’ve been solving sticky problems since 1953. Back then, scientists at Rocket Chemical Company were on a mission: help rockets get into space. After 39 attempts, the 40th formula worked. WD-40 ® Multi-Use Product was born—a rust-fighting, squeak-stopping, problem-solving wonder. Its first job? Protecting the thin, fragile stainless-steel skin of the Atlas missiles built by Convair in San Diego. The formula worked so well, it became part of every Atlas booster. Word got out, and soon employees were sneaking WD-40 Multi-Use Product home in their lunchboxes. Founder Norm Larsen saw the potential: if it could handle rockets, it could handle life. Aerosol cans followed, and before long, employees were selling them out of their car trunks. WD-40 Multi-Use Product’s first big break came in 1961 after Hurricane Carla. Relief

crews needed a way to combat water damage, rust, and corrosion, and a full truckload was sent from San Diego. From there, the product became a must-have for carpenters, machinists, and anyone who likes things to work smoothly. By 1969, the company officially became WD-40 Company. In 1973, we went public—and the stock soared. By the 1980s and ’90s, WD-40 Multi-Use Product was in millions of homes around the world, cementing its place as a trusted tool for work and play. Today, WD-40 Company is global, with employees in 21 countries who market and sell our products in 176 countries and territories across 62 trade channels. From rockets to toolboxes, WD-40 Multi-Use Product keeps things moving—and we’re just getting started.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

SECTION 2.0 Brand Elements

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.1

Our Brand Elements

Our brand elements are the essential ingredients we use to create WD-40 Company’s visual communications. This combination—logo, typography, color, imagery, and graphic elements—helps us express the WD-40 Company brand in a way that’s both powerful and distinctive.

LOGO

TYPOGRAPHY

COLOR PALETTE

IMAGERY

GRAPHIC ELEMENT

Trade Gothic ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.2

WD-40 Company Logo

Our company logo represents the distinct identity of WD-40 Company. It features the WD-40 ® logotype with the word “Company” centered beneath it, enclosed in a blue rounded rectangle with a silver or gray outline.

Any communication issued by WD-40 Company should include the WD-40 Company logo. The logo may also be used in materials created for end-users and customers in two key ways: • For company identification: Indicates that the material is issued by WD-40 Company. • As an endorsement: Signals that the communication comes from WD-40 Company, the makers of the WD-40 ® Brand.

Blue Rounded Rectangle Silver/Gray Outline

WD-40 Lettering

Company Lettering

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.3

Using Our Trademarks the Right Way

Our brands are among WD-40 Company’s most valuable assets. Every time you write or speak about them, you help protect their value. By using trademarks correctly, we safeguard both our intellectual property and our reputation.

SIMPLE RULES TO FOLLOW:

• Always use the correct brand name – Use the full, proper name (e.g., WD-40 ® Multi-Use Product) the first time you mention it in a document, presentation, or post. • Remember: trademarks are adjectives, not nouns or verbs – Correct: “Apply WD-40 ® Multi-Use Product to loosen the bolt.” – Incorrect: “Use some WD-40 on it.” (noun) – Incorrect: “Just WD-40 it.” (verb) • Use the ® or ™ symbol on first use – ® = Registered trademark. Place as subscript and align with the baseline of copy. – ™ = Trademark, not yet registered. Place as superscript. – Use it the first time a mark appears in text, headlines, or graphics—you don’t need to repeat it every time.

• Keep trademarks distinct – Don’t change spelling, hyphenation, or capitalization. – Don’t make trademarks plural or possessive. • WD-40 must never stand alone – Always follow with a descriptive word such as Company, Brand, Multi-Use Product, Specialist, etc. · “WD-40 Company” · “The WD-40 ® Brand” · “WD-40 ® Specialist ® products” • When in doubt, check the list – A reference list of our most-used trademarks (with correct spelling and symbols) is available here.

We are not “The WD-40 Company”

Do not add “The” before WD-40 Company.

We do not work for “WD-40”

Do not use “WD-40” separate from “Company” or Brand name.

• Never use the “®” in WD-40 Company.

WD-40 ® Company ®

Do not add any regristration mark to WD-40 Company.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.4

WD-40 Company Logo – Color Variations

3-COLOR LOGO – PREFERRED

Our logo is available in both print and digital formats. Use the CMYK or spot-color versions for print and the RGB versions for digital applications. The preferred WD-40 Company logo is the 3-color version. It may be replaced by the one-color version when printing limitations does not allow for the full-color printing. Use only approved artwork, and do not alter it in any way.

1-COLOR BLUE

1-COLOR BLACK

1-COLOR BLUE PLACED ON BLUE

1-COLOR BLACK PLACED ON BLACK

All logo versions can be found here.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.5

WD-40 Company Logo – Clear Space and Minimum Size

PREFERRED CLEAR SPACE The preferred amount of clear space surrounding our logo is equal to the height of the letter “W” in our brand name. MINIMUM CLEAR SPACE A minimum area, equal to 50% of the height of the letter “W” in our brand name should be kept around the logo to ensure its visibility and presence. MINIMUM SIZE Do not reproduce the logo smaller than 0.5 inches (12.7 mm) wide for print, or 48 pixels for digital, to ensure proper legibility.

PREFERRED CLEAR SPACE

Preferred clear space equals the height of the letter “W” in our brand name.

MINIMUM CLEAR SPACE

MINIMUM SIZE

50% of W

Minimum size is 12.7 mm, 0.5 inches, or 48 pixels wide.

50% of W

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.6

WD-40 Company Logo – Incorrect Use

We’re not a rules-and-regulations kind of organization—but we do have a few helpful guidelines to keep our logo looking its best. Below are examples of how to use the WD-40 Company logo correctly, along with common mistakes to avoid.

ONE WORLD. ONE COMPANY. BETTER TOGETHER.

Do use approved artwork.

Do not place the logo on a background color or a cluttered image that does not provide sufficient contrast.

Only use the approved tagline with the WD-40 Company logo.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh quis. Ut wisi enim ad minim veniam.

Do not alter the colors of the logo.

Do not distort or stretch the logo.

Do not use the logo in text.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.7

Color Palette

Color plays an important role in our visual identity. It helps us stand apart from competitors and serves as a tool for organizing information within our communications.

WD-40 COMPANY LOGO COLORS

Our color palette includes our logo colors and a set of supporting colors. Communications should primarily use blue and gray, with yellow and red as an accent.

WD-40 BLUE Pantone Reflex Blue C C100 M85 Y0 K15 R19 G60 B139 HEX #133C8B

WD-40 SILVER GRAY Pantone 877 C C0 M0 Y0 K35 R178 G180 B182 HEX #b2b4b6

WD-40 YELLOW Pantone Process Yellow C C0 M0 Y100 K0 R255 G242 B0 HEX #FFF200

Supporting colors may be used for headlines, sub headlines, callouts,

information graphics, and backgrounds to help establish visual hierarchy and clarity.

SUPPORT COLORS

WD-40 DARK BLUE Pantone 2767 C C100 M90 Y10 K77

WD-40 MEDIUM BLUE Pantone 2376 C C71 M55 Y33 K23 R25 G61 B131 HEX #193d83

WD-40 LIGHT BLUE Pantone 7684 C C90 M64 Y0 K0 R64 G94 B151 HEX #405E97

WD-40 YELLOW Pantone Process Yellow C C0 M0 Y100 K0 R255 G242 B0 HEX #FFF200

WD-40 RED Pantone 199 C C0 M100 Y79 K0 R210 G0 B44 HEX #D2002C

R0 G32 B96 HEX #002060

WD-40 GRAY Pantone 421 C

WD-40 LIGHT GRAY Pantone Cool Gray 1 C C4 M2 Y4 K8 R234 G234 B234 HEX #EAEAEA

WD-40 DARK GRAY Pantone 7540 C C41 M28 Y22 K70

WD-40 MEDIUM GRAY Pantone Cool Gray 9 C C30 M22 Y17 K57 R101 G100 B100 HEX #656464

WHITE C0 M0 Y0 K0 R255 G255 B255 HEX #FFFFFF

C13 M8 Y11 K26 R177 G179 B181 HEX #B1B3B5

R79 G76 B77 HEX #4F4C4D

The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Publication for accurate color. PANTONE ® is the property of Pantone, Inc.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.8

Typography

The fonts we use say a lot about us. Trade Gothic is our primary typeface and plays a key role in expressing our voice. It’s bold, modern, and highly visible—helping to establish a consistent and recognizable look across all WD-40 Company communications.

PRIMARY TYPEFACE Trade Gothic has an innovative, yet approachable tone that unifies all of our corporate communications. Its range of typographic weights—including Light, Regular, Bold, and Condensed— allows us to establish a clear hierarchy of information.

PRIMARY TYPEFACE

Trade Gothic Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Trade Gothic Pro Bold Condensed #20 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Trade Gothic Pro Condensed #18 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Trade Gothic Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ANCILLARY TYPEFACES For Digital Applications

Use Proxima Nova in additional to Trade Gothic on digital applications for body copy. For Desktop Applications Use Arial, which is a standard font on all computers, for all general office desktop applications, including Microsoft PowerPoint ® and Microsoft Word ® . The use of Arial for day-to-day PowerPoint ® presentations allows us to share our presentations, both internally and externally, without any conflicts or loss of quality.

ANCILLARY TYPEFACES

Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Proxima Nova Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Download Trade Gothic and Proxima Nova here.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.9

Imagery

Photography plays a powerful role in shaping how people perceive our brand. As a people-first organization, we feature employees in our communications to reflect who we are. Because we operate globally, we aim to showcase a broad mix of cultures, genders, ages, and ethnicities—highlighting our commitment to diversity of thought and representation.

We may use AI tools to support asset creation, but all AI use must align with WD‑40 Company values, our Acceptable Use Policy for Artificial Intelligence Solutions, and WD‑40 Company brand standards. Any AI‑supported assets must protect privacy, ensure accuracy, and be reviewed by a human before publication.

EMPLOYEE PORTRAITS It’s who we are—not just what we do—that defines WD-40 Company. That’s why we choose to feature employees in our branded materials. Employee portraits are appropriate for use on our website and in official documents such as annual reports and press materials. To ensure consistency and quality, please follow these guidelines: • Use a shallow depth of field to create a soft, blurred background that keeps the focus on the subject. • Dress professionally. Avoid patterns like stripes that can create visual distractions. • Color images are preferred over black and white. • Avoid casual snapshots, Instagram-style filters, and passport-style photos.

Show employees working together.

Use real, slice-of-life moments suggesting belonging.

Show employees who convey a sense of optimism and in bright, contemporary work environments.

Use images that are confident and optimistic.

Use torso or full body.

Use 3/4 view of your head and shoulders and a neutral backdrop.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.10

Photo Guidelines

Photos of our employees bring our culture to life. We’re not just taking pictures— we’re capturing positive lasting memories. Every image should feel authentic, approachable, and aligned with our values. The right photos help people connect with our company, while the wrong ones can distract or dilute our message.

WHAT TO LOOK FOR • Authentic moments: Employees shown naturally—working, collaborating, or engaging with each other. • Clear faces: Well-lit images where expressions feel genuine, not staged or overly posed. • On-brand settings: Photos taken in real workplaces, Launch Pads, or relevant environments. • High quality: Sharp, high-resolution images (no blurriness, heavy shadows, or pixelation). • Diversity and inclusion: Show a mix of people that reflects our global team and community. • Fun: Smiles and “cans in hands” are encouraged—show pride in our products!

RECOMMENDED DRESS CODE Aim for business casual: neat, professional, and approachable. Think smart separates—shirts, blouses, slacks, or dresses in solid or neutral tones. Jackets are optional, and ties are not required. Avoid bold patterns, visible logos (unless WD-40 ® Brand), or overly casual wear. Use of WD‑40 Brand colors, branded apparel, and thoughtful product placement in photos is encouraged.

Streetwear

Casual

Business Casual

Smart Casual

Business/ Informal

Black Tie/ Semi-Formal

DON’T

Do not take photos with employees wearing lanyards, we can’t use them.

Do not take photos with alcohol in them, we can’t use them.

Do take photos with lots of diversity, employees from different countries, ages, and genders

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.11

Photo Guidelines (continued)

EXAMPLES

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.12

Sweep Graphic Element

The gray sweep graphic is used in print communications when featuring multiple or all WD-40 Company products. It also appears on the front label of approved non–WD-40 ® Brand packaging.

SWEEP COMPOSITION The sweep consists of: • A curved graphic shape • The WD-40 Company DNA Signature • A blue or white keyline WD-40 DNA SIGNATURE The WD-40 Company logo must appear in the lower right corner of the DNA Signature. For this specific use, the logo includes a white outline (instead of the standard silver) to ensure visibility against the gray vignette background. Important: The relationship between the logo and the sweep is fixed and must not be modified. Always use the authorized sweep graphic as provided. SWEEP USE Use the sweep graphic when featuring multiple WD-40 Company products in communications—such as WD-40 ® Brand, 3-IN-ONE ® , or industrial products.

Sweep

WD-40 Company DNA Signature

Find our sweep assets here.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.13

Sweep Versions

SWEEP GRAPHIC VARIATIONS There are two approved versions of the sweep graphic: • White keyline: Use over dark backgrounds or imagery. • Blue keyline: Use over white or light-colored backgrounds. Important Usage Notes: • Only one sweep may be used per surface. • The sweep should appear only on covers and inside spreads. • Never crop, distort, or modify the sweep graphic. • Always use the approved artwork provided by WD-40 Company.

SWEEP WITH WHITE KEYLINE

Sweep over WD-40* Medium Blue

Sweep over WD-40* Dark Blue

Sweep over WD-40* Medium Gray

Sweep over WD-40* Dark Gray

SWEEP WITH BLUE KEYLINE

*While the formal color names include “WD-40 Company” (e.g., WD-40 Company Blue), we omit “Company” for brevity throughout this document.

Sweep over white

Sweep over WD-40* Light Gray

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.14

Sweep Sizes

VERTICAL SWEEP

HORIZONTAL SWEEP

The sweep graphic is available in two sizes to accommodate different layout formats: VERTICAL SWEEP Designed to fit the width of vertical applications (e.g., letter or A4 size). It occupies approximately 20% of the height of the layout. HORIZONTAL SWEEP Designed for horizontal applications (e.g., letter or A4 spreads). It occupies approximately 26.5% of the height of the layout. Usage note: When using the sweep on an inside spread or page, its height should match the sweep used on the cover to maintain visual consistency.

20% X

26.5% X

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.15

How We Use the Sweep

COVERS

The sweep graphic should only be used in communications that feature multiple WD-40 Company products. It may appear on covers and inside spreads, but not as a decorative element throughout a brochure. COVERS Use the sweep with the WD-40 Company DNA Signature on covers or standalone pages (e.g., one-page inserts).

DISTRIBUTOR PARTNERSHIP PROGRAM Industrial Solutions

Industrial Solutions DISTRIBUTOR PARTNERSHIP PROGRAM

INSIDE SPREADS Use the sweep without the WD-40

Company DNA Signature on inside spreads. It should only appear when showcasing all WD-40 Company products. PLACEMENT The sweep must be placed only at the bottom of communications and packaging. Refer to page 2.15 for packaging-specific guidance. Do not use the sweep on organization stationery or email signatures.

INSIDE SPREAD

Products You surely know the WD-40 ® Brand name, but do you know all we can do for your customers’ MRO jobs? Take a look at our full product oerings to see how we’ve expanded and enhanced our industrial-strength products.

LUBRICANTS AND PENETRANTS We offer an assortment of fast-

CLEANERS AND DEGREASERS Engineered to be both powerful and safe. Our Safer Choice Certified Cleaner & Degreaser keeps facilities and equipment running smoother and looking like new. Product Types: Contact Cleaner, Machine & Engine Degreaser, Carb/ Throttle Body Cleaner, Degreaser (Aerosol), Cleaner & Degreaser (Non- Aerosol)

RUST MANAGEMENT

GREASES

WD-40 ® MULTI-USE PRODUCT

OTHER WD-40 COMPANY BRANDS No matter the maintenance need, we have a product to make any job easier. WD-40 Company’s other great products are made tough enough for any industrial environment. Product Types: 3-IN-ONE ® , LAVA ® , 2000 FLUSHES ® , SPOT SHOT ® , X-14 ®

Preventing and removing rust is an important part of facility and equipment maintenance, repair and operations. Whether it’s to prevent or remove rust, we have a product for the job. Product Types: Rust Remover Soak, Corrosion Inhibitor

Our line of greases gives surfaces the protection they need. Regardless of the environment, your customers can trust these products to lubricate and protect to keep equipment running smoother for longer periods of time. Product Types: High-Temp Grease, Extreme Pressure Grease, Marine- Grade Grease, Heavy-Duty Grease

It’s the product you know and trust, with more than 65 years of proven performance. Our Multi-Use Product is the most recognized and relied upon name in its class—protecting equipment from rust and corrosion, penetrating stuck parts, displacing moisture and lubricating almost anything. It’s now available in a variety of delivery and application methods, along with other innovations, making jobs easier, safer and more efficient. Product Types: WD-40 Multi-Use Product, WD-40 Smart Straw ® , WD-40 EZ-REACH ® , WD-40 Big Blast ® , WD-40 Industrial Size, WD-40 Trigger Pro ® , WD-40 Gallon, WD-40 5 Gallon, WD- 40 55 Gallon Drum

acting, high-performance lubricants that are proven to withstand tough industrial environments. They’ll keep parts moving and reduce unplanned downtime, while helping to ensure facility safety. Product Types: Silicone, White Lithium Grease, Dry Lube, Gel Lube, Roller Chain Lube, Penetrant, Penetrant with Flexible Straw

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.16

Packaging

The WD-40 Company logo may be used on the front label of approved non-WD-40 ® Brand products to communicate that these products are provided by WD-40 Company, makers of WD-40 ® Brand products.

This serves as an endorsement and leverages the quality and trust associated with WD-40 Brand products. These products are those that meet WD-40 Company best-in-class requirements. MINIMUM SIZE Do not reproduce the WD-40 Company DNA Signature smaller than 7/8" (0.875 inches) wide on packaging to ensure proper legibility.

Sweep

WD-40 Company DNA Signature

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

BRAND ELEMENTS

2.17

Packaging Signature Application

CAN/CYLINDER

Please follow these guidelines when applying the WD-40 Company DNA Signature and sweep on packaging. VISUAL CROPPING The very nature of a can or any cylindrical shape makes the cropping of the Signature more difficult to define. Do to the infinite possibilities of carton panel proportions and bottle label shapes, the Signature application requires certain flexibility. WD-40 COMPANY LOGO The WD-40 Company logo should be aligned with its left edge at approximately the center of the front view. MARGINS Follow margins defined in the diagram (see Can/Cylinder). SWEEP From the front view, the sweep should: • Appear to wrap around the can from left to right, uninterrupted. • Span the front of the bottom edge of the carton or label from left to right, uninterrupted. Do not placed other type or communications (e.g., NET WT) inside the sweep. Do not alter the vignette in the sweep.

Acceptable Cropping

At the left edge, the sweep should be cropped near the point that the sweep flattens out.

(possible back area)

(visible front area)

Brand should align approximately to the front-view center axis to ensure visibility

Minumum logo clear space

CARTON/RECTANGULAR

Flexible cropping at left edge

It is preferred that the sweep would continue flat from the from the left edge of the front panel around the carton as shown.

(visible front area)

BOTTLE LABEL

Flexible cropping at left edge and at corners

At the left edge, the sweep should be cropped near the point that the sweep flattens out when possible. With longer landscape proportions, the sweep is allowed to extend to the left as needed.

(visible front area)

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

SECTION 3.0 Voice and Messaging

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

VOICE AND MESSAGING

3.1

Our Brand Voice

Writing is branding. Our company voice should be consistent across all countries, languages, and channels. It reflects who we are—not just what we say, but how we say it. Every message should sound like it’s coming from WD-40 Company, not a corporate robot.

We aim to be: • Familiar – We sound like people, not bureaucracy. Warm, conversational, and genuine. • Clear – No jargon, no fluff. We say things simply, so everyone understands. • Approachable – We invite connection. We’re open, friendly, and easy to talk to. • Professional – We respect our audience and communicate with polish and care.

WORDS WE USE

people-first, launch pad, together, storytelling, diversity of thought, learning, teaching, coach, care, memories, values, belonging, rewarding, inclusive, better together, tribology

WORDS WE DON’T USE

bonus, corporation, corporate, headquarters, synergy, manufacturer, manager, boss, tribe, tribal

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

VOICE AND MESSAGING

3.2

Our Company Tagline

Our tagline is a key part of WD-40 Company’s brand identity. It communicates who we are and what we stand for, so it’s important to use it consistently and correctly.

TAGLINE GUIDELINES • Use exact wording – Never alter, abbreviate, or translate the tagline without prior approval. • Maintain clear space – Ensure the tagline remains legible and uncluttered by surrounding text or graphics. • Use approved colors and fonts – Always display the tagline in brand-approved typefaces and colors. • With or without the logo – The tagline may appear alongside the logo or on its own, depending on context and design needs. • Placement matters – Follow designated positioning relative to the logo or brand marks, as outlined in our logo usage guidelines. • Do not distort or stylize – Avoid stretching, skewing, rotating, or applying effects that compromise clarity or integrity. • Context is key – Only use the tagline in communications that align with WD-40 Company messaging and values. Do not use it in product-specific communications (e.g., WD-40 ® Brand materials).

One World. One Company. Better Together.

Note: If you’re unsure about proper usage or need to apply the tagline in a new format, contact the Stakeholder and Investor Engagement department for guidance.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

VOICE AND MESSAGING

3.3

Bringing our Purpose to Life

At WD-40 Company, our purpose is to create positive lasting memories in everything we do. Storytelling helps us bring that purpose to life by turning ideas, initiatives, and values into relatable, memorable experiences.

When employees share authentic stories, they show how our values guide our actions, connect us to our purpose, and create meaningful experiences for our stakeholders.

Let me tell you about the time I (or we)..

APPROACH TO STORYTELLING Use storytelling to:

• Reflect our purpose and values – Every story should connect back to who we are and what we stand for. • Focus on people – Center stories on individuals or teams and their experiences. • Show action and impact – Use a simple structure: challenge → action → outcome. • Keep it real – Share honest, authentic moments that reflect our culture and community. WHAT MAKES A GOOD STORY A strong story is: • Authentic – Real experiences, told with honesty and heart. • Purposeful – Clearly tied to our values or purpose. • Relatable – Easy to understand and connect with. • Memorable – Leaves a positive lasting memory.

SITUATION So there I was.... (time, place, single human protagonist)

TROUBLE I/We wanted.... (internal or external desire or goal)

ACTION And so .... (I/We made a choice, and then...)

RESULT Until finally.... (this is what happened...)

INSIGHT / CONNECTION And now we know... And that’s why.... (this is what we learned...)

EMOTIONAL DATA I/We felt....

Mad frustrated annoyed defensive

Happy glad pleased excited

Sad disappointed regretful dismayed

Source: Story Canvas by David Hutchens. www.storytellingleader.com

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

VOICE AND MESSAGING

3.4

The Language of our Values

At WD-40 Company, our values guide everything we do. They shape our culture and influence everyday decisions.

When communicating our values— whether in writing, presentations, or conversations—use the official definitions to keep our language clear, consistent, and true to who we are. These definitions are available in multiple languages. They help bring our values to life, showing what they mean in practice and ensuring they’re expressed in the same spirit across the company. Our values are hierarchical. To maintain consistency, always list and communicate them in the correct order.

WE VALUE DOING THE RIGHT THING. Leading with integrity—rooted in honesty, transparency, and ethical conduct—we prioritize a people-first approach and a culture of belonging, empowering individuals to challenge the status quo, be bold, and innovate, driving our collective actions toward a sustainable future aligned with our strategic goals.

WE VALUE CREATING POSITIVE LASTING MEMORIES IN ALL OUR RELATIONSHIPS.

WE VALUE MAKING IT BETTER THAN IT IS TODAY

Benefiting from the learning moment, we cultivate an environment that encourages experimentation, advancing our people, products, and processes to continuously evolve and thrive.

We are dedicated to delivering rewarding experiences through both problem-solving and meaningful social connections that leave our stakeholders with a smile on their faces and a fond memory of our brands in their hearts.

Find our values in multiple languages here.

WE VALUE SUCCEEDING TOGETHER WHILE EXCELLING AS INDIVIDUALS In our culture of trust and belonging, we embrace learning and change, leveraging our diverse talents to achieve and celebrate both our collective and personal success.

WE VALUE OWNING IT AND PASSIONATELY ACTING ON IT.

WE VALUE SUSTAINING THE WD-40 COMPANY ECONOMY. We are responsible for safeguarding and advancing our company’s financial health and economic value, growing revenue, and driving profitability for stakeholders while providing a secure and sustainable future.

We are committed to our end users, accountable for our results and driven by a relentless desire to make a meaningful impact, where passion and responsibility converge to fuel sustained effort and excellence.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

VOICE AND MESSAGING

3.5

Bringing our Values to Life

When referencing WD-40 Company’s values in written or spoken communication, focus on the everyday behaviors that demonstrate those values in action. Use specific, observable examples to show how our values appear in real-world settings—such as employee interactions, end user engagements, decision making, and community involvement. Each example should clearly connect to our purpose, values, or people-first culture. This approach reinforces a shared understanding of our values and ensures they’re communicated in a consistent and meaningful way across all channels.

WE ARE NIMBLE LEARNERS. We stay curious, adaptable, and open to growth. By embracing experimentation, diverse perspectives, and technology, we recognize and act on the learning moments in our day-to-day work. These moments—big or small—help us evolve, improve, and drive progress together. WE CULTIVATE NEW IDEAS. We challenge the status quo, prioritize sustainability, and keep our end users at the center of our work. With bold thinking and a future-focused mindset, we innovate and build solutions that endure. WE ARE CHANGE-READY. We remain flexible, resilient, and open to shifting strategies or mindsets as needed. With curiosity and courage, we learn from experience and thrive in a dynamic world.

WE COLLABORATE EFFECTIVELY. We share knowledge, welcome

The following examples to illustrate how our values show up in everyday actions. These behaviors can be referenced in writing, presentations, or conversations to help make our values tangible and consistent. WE EMBRACE EACH PERSON’S UNIQUENESS. We create an inclusive environment where everyone feels heard, valued, and experiences a sense of belonging. We celebrate together, support one another, and foster a culture of trust and connection— One World. One Company. Better Together. WE INSTILL TRUST. We act with integrity, follow through on commitments, and align our actions with our words. Through honesty, care, and consistency, we build trust and meaningful relationships.

THE LEARNING MOMENT The learning moment is any experience, positive or negative, that provides an opportunity to grow. It allows us the freedom to learn and the courage to take risks, protected by the promise that intelligent mistakes will be embraced and should be openly and freely shared to benefit all.

diverse perspectives, and build strong connections across teams and borders. Together we are more effective at solving problems and creating greater impact. WE LEAD BY SERVING. We empower others, remove barriers, and prioritize growth and well-being. By leading with courage, integrity, and accountability, we help others succeed and strengthen the business. WE ARE TECH-SAVVY. We anticipate and adopt technology that helps us work smarter and faster. By staying ahead of trends, we drive innovation and continuous improvement.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

3.6

WD-40 Company Citizenship Framework

Our citizenship program reflects our social mission and brings our values and purpose to life. When communicating our efforts, only initiatives that align with our program’s framework should be highlighted.

GUIDELINES: • Stay within the citizenship framework. Highlight only initiatives that support the program’s three strategic focus areas. • Reflect our values. Ensure messaging aligns with our people-first culture, values, and purpose. • Use approved visuals . Follow brand standards for imagery, graphics, and logos. Responsible communication helps reinforce WD-40 Company’s commitment to making a meaningful difference in the communities where we live, work, and do business. Note: All external communications related to citizenship must be reviewed and approved by the Stakeholder and Investor Engagement department.

EMPOWER DOERS AROUND THE WORLD TO BUILD A BETTER FUTURE

PURPOSE

TRAINING

PREPARATION

RESTORATION

PRIORITIES

BRAND LINKAGE

We create opportunities.

We make things run smoothly.

We solve problems.

HOW WE HELP

Know-how drives progress, and we support technical education, maintenance training, and digital and hands-on learning for trades professionals. Through strategic partnerships and educational funding, we open doors to opportunity while helping close the skilled trades gap.

By helping repair products and extending their useful life, we help reduce unnecessary replacements and cut down on waste. We collaborate with organizations that focus on repair, reuse, and restoration of tools, equipment, machinery, and other valuables, reducing consumption and landfill waste.

We help reduce the impact of disasters by supporting communities in preparing for and recovering from storms, floods, and other crises through the maintenance and readiness of essential infrastructure and equipment. We partner with organizations that focus on disaster preparedness and recovery, offering tips, tools, product donations, and education on preparedness and recovery.

PROGRAMS

Training the Trades, Scholarships, Partnerships with Training/Education Organizations

Repair Cafes, Spareka Partnership, Repair Challenge

New Partnerships with Organizations that Deliver Disaster Preparedness and Recovery Services

UNITED NATIONS SUSTAINABLE DEVELOPMENT GOAL ALIGNMENT

UN SDG 4 | Target 4.4 Education and lifelong learning By 2030, increase the number of people who have relevant skills, including technical and vocational skills.

UN SDG 12 | Target 12.5 Responsible consumption and production By 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse.

UN SDG 11 | Target 11.5 Resilient, safe, sustainable communities By 2030, reduce the impact of disasters – including water-related disasters – by helping communities prepare for, respond to, and recover from disasters.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

SECTION 4.0

Applications and Examples

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

APPLICATIONS AND EXAMPLES WD-40 Company Website

4.1

When referencing the WD-40 Company website in written or spoken communication, use the correct format: wd40company.com To maintain consistency: • Do not include “www.” • Use lowercase letters only. • Ensure the URL is accurate and consistently applied across all materials. This formatting applies to all internal and external communications.

wd40company.com

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

APPLICATIONS AND EXAMPLES Company Stationery

4.2

Communications issued on behalf of WD-40 Company should include the

WD-40 Company logo to clearly indicate the source. This applies to materials such as: • Letters (e.g., company announcements, policy updates) • Corporate brochures (e.g., annual reports) • Corporate collateral

9715 Businesspark Avenue, San Diego, CA 92131

P.O. Box 80607 San Diego, CA 92138-0607 wd40company.com

John Smith

November 20, 2020

12345 Main Street San Diego, CA 92131 Dear Mr. Smith, Thank you for contacting WD-40 Company. We appreciate your concerns about this important issue and we would like to thank you for taking the time to raise this matter. At WD-40 Company, we hold ourselves to a higher standard. We are a values-driven organization and we incorporate these values into every aspect of how we conduct our business. I hope this alleviates some of your concerns. Thank you for bringing this to our attention and helping to make our company better than it is today. Warm regards,

• Press releases • Official emails Using the logo in these contexts

Tel: +1 000 000 0000 Cell: +1 000 000 0000 Email: jsmith@wd40.com

Jane Smith Sales Manager

reinforces that the communication is from WD-40 Company and helps maintain brand consistency across all channels.

Jane Smith Sales Manager

P.O. Box 80607, San Diego, CA 92138-0607

9715 Businesspark Avenue, San Diego, CA 92131 Tel + 1 (800) 448-9340

Find letterhead templates here.

Letterhead and envelope shown at 50% of actual size

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

APPLICATIONS AND EXAMPLES Company PowerPoint Templates

4.3

WD-40 Company’s PowerPoint templates help ensure presentations are professional, polished, and on-brand. Templates are available in both standard (4:3) and widescreen (16:9) formats. Choose the format that best fits your audience or display setup. While not mandatory, using the template is strongly recommended to maintain a consistent look and feel across all presentations. Use the WD-40 Brand template only for presentations focused exclusively on the WD-40 ® Brand. For presentations that include multiple WD-40 Company brands, use the WD-40 Company template. GUIDELINES FOR PRESENTATION DESIGN • Use the appropriate template for the content and brand(s) represented. • Apply the pre-set layouts for titles, content, and imagery. • Follow approved fonts, colors, and design elements. • Do not stretch, crop, or alter logos in any way.

Use sweep at the base of Cover and Dividers.

Use Arial as our Desktop typeface for all presentations

Add a WD-40 Company Blue layer over imagery so that copy is visible

Find PowerPoint templates here.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

APPLICATIONS AND EXAMPLES Company Email Signature

4.4

How we show up in everyday communications shapes how people experience the WD 40 Company brand. Because email is one of the most frequent ways we connect, consistency matters. EXTERNAL SIGNATURE A standard external email signature helps us present a professional image, makes it easy for people to reach us, and keeps our communications on brand. Use the approved external email signature format for all emails sent outside the Company. INTERNAL SIGNATURE Internal email signatures can be simpler and are left to individual discretion. Keep them professional and aligned to our values. Please do not use signatures that include social, political, or otherwise inappropriate content. MOBILE SIGNATURE When sending email from a mobile device, use the approved signature whenever possible. If your device limits formatting, include at minimum your name, title, and WD-40 Company. Avoid default mobile signoffs (e.g., “Sent from my iPhone”) to maintain a consistent and professional appearance. CEO GOLDEN CAN DESIGNATION If you or your team has received the CEO Golden Can Award, you’re welcome to use the designated signature distinction shown on this page in your internal signature.

John Sample General Manager - IT T: +44 1234 555555 252 Upper Third Street | Milton Keynes | MK91DZ

Line 1 - Name

Line 2 - Title, Department

Center alignment

Line 3 - Office number Line 4 - Address

CEO GOLDEN CAN AWARD WINNER

If you are eligible, you may add this graphic to your internal signature.

SPECIFICATIONS • Set the width of WD-40 Company logo to 1 inch. • Set the vertical rule to 1.25 inches, colored blue (R25, G61, B131). • Set your name in 12pt Arial Bold colored blue (R25, G61, B131), set your title in 11pt Arial Bold colored black (R0, G0, B0). Set all other copy in 11pt Arial, colored black (R0, G0, B0). • The logo, vertical rule and copy should be center aligned.

Find email signature downloads here.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

APPLICATIONS AND EXAMPLES Virtual Meeting Backgrounds

4.5

Virtual backgrounds help present a professional, consistent, and on-brand image during video calls with colleagues, partners, and external stakeholders.

GUIDELINES FOR USE • Use approved backgrounds only.

Virtual backgrounds must be selected from the company-approved options available on SharePoint. • Apply appropriately. Use virtual backgrounds in all external‑facing meetings. For internal meetings, use is encouraged but left to individual discretion. Please do not use meeting backgrounds— internally or externally—that include social, political, or otherwise inappropriate content. REQUESTING APPROVAL FOR CUSTOM VIRTUAL BACKGROUNDS If you have a virtual background you’d like to use for external-facing meetings, it must be reviewed and approved before use. Please submit the background to the Stakeholder and Investor Engagement department for evaluation. Using approved backgrounds helps reinforce WD-40 Company’s brand presence and ensures a consistent visual experience across virtual interactions.

Find background downloads here.

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

APPLICATIONS AND EXAMPLES Brochure

4.6

USE OF THE GRAY SWEEP IN BROCHURES The gray sweep is a visual design element that supports brand consistency across WD-40 Company communications. It may be used on brochure covers and interior spreads when the content features multiple WD-40 Company brands or products. This element helps unify multi-brand materials while maintaining a clean, professional look that aligns with our visual identity. GUIDELINES FOR USE • Use the gray sweep only in brochures that represent more than one WD-40 Company brand or product. • Apply the sweep to cover designs and interior layouts where appropriate. • Ensure placement and scale follow approved design standards to maintain consistency. For questions about usage or design approval, contact the Stakeholder and Investor Engagement department.

DISTRIBUTOR PARTNERSHIP PROGRAM Industrial Solutions

Industrial Solutions DISTRIBUTOR PARTNERSHIP PROGRAM LUBRICANTS AND PENETRANTS We offer an assortment of fast- acting, high-performance lubricants that are proven to withstand tough industrial environments. They’ll keep parts moving and reduce unplanned downtime, while helping to ensure facility safety. Product Types: Silicone, White Lithium Grease, Dry Lube, Gel Lube, Roller Chain Lube, Penetrant, Penetrant with Flexible Straw CLEANERS AND DEGREASERS Engineered to be both powerful and safe. Our Safer Choice Certified Cleaner & Degreaser keeps facilities and equipment running smoother and looking like new. Product Types: Contact Cleaner, Machine & Engine Degreaser, Carb/ Throttle Body Cleaner, Degreaser (Aerosol), Cleaner & Degreaser (Non- Aerosol)

RUST MANAGEMENT

GREASES

WD-40 ® MULTI-USE PRODUCT

Cover

Inside spread

WD-40 Company Brand Guidelines | V. 2.0 | March 2026

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