Brand Platform
1.2
Our Company Name
It’s important to clearly distinguish between WD-40 Company and WD-40 ® Brand products. Our company brand is the umbrella under which all our work happens. It represents the people, values, and purpose of the organization. Our product brands are the individual products we sell. Each has its own identity, logo, and audience—but all exist under the company brand.
KEY POINTS TO REMEMBER:
COMPANY BRAND
PRODUCT BRAND
• Use the company logo when referring to the company itself (e.g., organization-wide communications, annual reports, internal announcements). • Use the product brand logo (the Shield) only when referring to that specific product. • Avoid mixing logos or names—this keeps messaging clear and protects our trademarks. • When referring to our company, always use the full name: WD-40 Company— never abbreviate.
WHAT WE SELL
WHO WE ARE
WD-40 ® Brand WD-40 ® Multi-Use Product WD-40 Specialist ® wd40.com
WD-40 Company wd40company.com
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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