VOICE AND MESSAGING
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The Language of our Values
At WD-40 Company, our values guide everything we do. They shape our culture and influence everyday decisions.
When communicating our values— whether in writing, presentations, or conversations—use the official definitions to keep our language clear, consistent, and true to who we are. These definitions are available in multiple languages. They help bring our values to life, showing what they mean in practice and ensuring they’re expressed in the same spirit across the company. Our values are hierarchical. To maintain consistency, always list and communicate them in the correct order.
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WE VALUE DOING THE RIGHT THING. Leading with integrity—rooted in honesty, transparency, and ethical conduct—we prioritize a people-first approach and a culture of belonging, empowering individuals to challenge the status quo, be bold, and innovate, driving our collective actions toward a sustainable future aligned with our strategic goals.
WE VALUE CREATING POSITIVE LASTING MEMORIES IN ALL OUR RELATIONSHIPS.
WE VALUE MAKING IT BETTER THAN IT IS TODAY
Benefiting from the learning moment, we cultivate an environment that encourages experimentation, advancing our people, products, and processes to continuously evolve and thrive.
We are dedicated to delivering rewarding experiences through both problem-solving and meaningful social connections that leave our stakeholders with a smile on their faces and a fond memory of our brands in their hearts.
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Find our values in multiple languages here.
WE VALUE SUCCEEDING TOGETHER WHILE EXCELLING AS INDIVIDUALS In our culture of trust and belonging, we embrace learning and change, leveraging our diverse talents to achieve and celebrate both our collective and personal success.
WE VALUE OWNING IT AND PASSIONATELY ACTING ON IT.
WE VALUE SUSTAINING THE WD-40 COMPANY ECONOMY. We are responsible for safeguarding and advancing our company’s financial health and economic value, growing revenue, and driving profitability for stakeholders while providing a secure and sustainable future.
We are committed to our end users, accountable for our results and driven by a relentless desire to make a meaningful impact, where passion and responsibility converge to fuel sustained effort and excellence.
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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