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
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
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