Visual
identity

FK Grotesk Neue is an OpenType font, a cross-platform format that provides richer linguistic support through widely expanded character sets and advanced layout features.

Primary fonts

Headlines

Only use selected weights

Body copy, eyebrows, section headers and footers

Only use selected weights:
Regular, or medium

Use for eyebrow or technical specs only

Below are the core elements that make up the WD graphic system. Refer to the Sample Applications page for guidance on how to use them alone or in combination with other graphic elements.

3D glass shapes

The geometric shapes used throughout the brand system are inspired directly by the WD logo and reflect the infinite scalability of our technologies. Their layered, dimensional forms evoke movement, precision, and expansion — reinforcing our ability to perform at massive scale.

Energetic and dynamic, these shapes symbolize forward momentum and continuous innovation. They can flex across applications, from subtle background textures to bold, immersive brand moments, creating a cohesive and unmistakable WD visual presence.

New assets in development, look for updated artwork on May 29, 2026

Our patters are the 2D extension of our logo racks and are created to provide layering and depth to our layouts. Patterns are to be used primarily as backgrounds with more subtle color application.

A major part of our visual identity are how we show up in photography and video. Below are some keys to keep in mind as we seek to align these elements with our more modern, precision-focused visual identity.

A library of approved photography can be accessed on the downloads page and will be updated periodically as we complete photo and video shoots.

Product photography

Our approach to product photography is straightforward but still artistic. We’re letting WD’s products speak for themselves — their shapes, details, and design do the heavy lifting. The shots are clean, considered, and intentional. No props, no gimmicks, no extra clutter — just the product. We’re focused on things like form, composition, texture, and surface to show off the quality of the materials and how well the products are made.

No labels

To focus on the engineering and surface textures of each product, we need to shoot without any labels or product-specific details whenever possible. Our goal is to create a series of images that elevate the storage products to something of beauty and grace.

Unique angles

Push to capture something unexpected — angles, perspectives, and orientations that feel specific to the product and a little surprising. Don’t just default to the obvious shot.

Consistency

But it’s not just about making beautiful individual images. Consistency matters just as much. The goal is a look and feel that holds together across the entire product line, so that even the most straightforward shots feel cohesive and polished. Every image should feel like it belongs to the same family — and every image should look great.

Exploded Views

To augment our product images, we will also be creating a series of exploded views to highlight the precision engineering and attention to detail found in every WD product.

Product photographs and exploded renders are currently in development, look for new assets by May 29, 2026.

Environmental photography

Environmental images are created to reinforce our role in the data center. Locations should be ultra-modern, clear of clutter and any unnecessary objects. Shoot for either light or dark overall palettes and avoid affecting color to maintain the authentic and technical feel of our photography. We prefer to keep everything in focus, allowing for variable crops.

Composition

It is important to shoot a mix of centered and asymmetrical shoots of your subject to generate options that accommodate a variety of layouts. Shots can be set up both close and wide and from varying perspectives (eye-level, low-angle, high-angle/top down).

People

In environmental photography, people can play supporting role. People can be shown actively or passively interacting with product, as long as they aren’t the focal point of the image. This can be accomplished through scale (keeping people small in the crop), positioning, motion blur, etc…

Human photography

Use a documentary/editorial photography style that is journalistic in nature. These images capture our people and their personal experiences every day at WD. Highlight them as unique individuals, and feature them in positions of expertise, proficiency and focus.

Technical style

The lighting should feel natural, not artificial. In keeping with that journalistic style we prefer a greater depth of field with more of the image in focus and limiting the use of a telephoto lens as the story is more successfully communicated with more in the frame. We prefer shots that have everything in focus. Documentary-style street photography is often shot at 35mm and 50mm lens fixed focal lengths. Use this as a starting point but don’t use it as a rule or a crutch.