APPLICATIONS AND EXAMPLES Using Visual Concepts in Launch Pad Branding
4.8
Visual elements help bring our brand story to life in a simple, engaging way. In Launch Pads, visual elements should be used with intention and in the right order of importance.
1
PRIMARY VISUALS Start with what matters most. Our values, our people, our purpose, and our products come first—visuals like the iconic blue- and-yellow can with the little red top are the strongest symbols of who we are.
EXAMPLES: Company Logo WD-40 ® Brand Products
2
SECONDARY VISUALS Support with heritage. Secondary visuals— like the Atlas Missile or Friendship 7— connect us to our innovative past. These should enhance, not compete with, our product story.
EXAMPLES: Heritage Images Atlas Missile Friendship 7 Rocket
3
TERTIARY VISUALS Add creativity with care. Tertiary visuals can bring fun and personality, but they shouldn’t overshadow our brand.
EXAMPLES: Astronauts Other Symbols
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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