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
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