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
Made with FlippingBook Ebook Creator