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
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