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