Brand Platform
1.5
Our History
Our history isn’t just a timeline—it’s the foundation of who we are. It reflects our experience and credibility, explains why we do what we do, and highlights the values that guide us. Sharing our story helps people connect with the brand, understand what makes us unique, and see how our purpose and values have shaped everything we do. Always fact-check historical details against the brand guidelines to ensure accuracy and consistency. For more background, reach out to the Stakeholder and Investor Engagement team.
THE STORY BEHIND THE BRAND
At WD-40 Company, we’ve been solving sticky problems since 1953. Back then, scientists at Rocket Chemical Company were on a mission: help rockets get into space. After 39 attempts, the 40th formula worked. WD-40 ® Multi-Use Product was born—a rust-fighting, squeak-stopping, problem-solving wonder. Its first job? Protecting the thin, fragile stainless-steel skin of the Atlas missiles built by Convair in San Diego. The formula worked so well, it became part of every Atlas booster. Word got out, and soon employees were sneaking WD-40 Multi-Use Product home in their lunchboxes. Founder Norm Larsen saw the potential: if it could handle rockets, it could handle life. Aerosol cans followed, and before long, employees were selling them out of their car trunks. WD-40 Multi-Use Product’s first big break came in 1961 after Hurricane Carla. Relief
crews needed a way to combat water damage, rust, and corrosion, and a full truckload was sent from San Diego. From there, the product became a must-have for carpenters, machinists, and anyone who likes things to work smoothly. By 1969, the company officially became WD-40 Company. In 1973, we went public—and the stock soared. By the 1980s and ’90s, WD-40 Multi-Use Product was in millions of homes around the world, cementing its place as a trusted tool for work and play. Today, WD-40 Company is global, with employees in 21 countries who market and sell our products in 176 countries and territories across 62 trade channels. From rockets to toolboxes, WD-40 Multi-Use Product keeps things moving—and we’re just getting started.
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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