The legendary Williams F1 squad will race underneath a brand new title from January onwards, tweaking their identification in a throwback to an previous design championed by founder, Sir Frank Williams
Williams will compete underneath the banner ‘Atlassian Williams F1 Staff’ from 2026, shifting away from the ‘Williams Racing’ title. The long-lasting British outfit can even sport a refreshed brand for the start of the brand new technical rules, that includes a redesigned model of the ‘Ahead W’ emblem that workforce founder Sir Frank Williams championed in the course of the squad’s early life.
The Grove-based workforce have made appreciable progress following the troublesome intervals underneath Claire Williams and Jost Capito, with James Vowles securing the primary podium of his management tenure in Azerbaijan earlier this 12 months.
With the mixed efforts of drivers Carlos Sainz and Alex Albon, Williams at the moment occupy fifth place within the Constructors’ Championship desk with 4 races left within the 2025 season. The rebrand will take impact from January, coinciding with the introduction of recent technical rules.
Williams turned their consideration to growing their 2026 automobile early this 12 months, and Vowles is thrilled in regards to the workforce’s potential in Components One’s upcoming chapter.
“I’m proud that from subsequent 12 months we will likely be often called Atlassian Williams F1 Staff and carry a brand on our automobile impressed by our founder Sir Frank Williams and deeply linked with our many years of success,” Vowles introduced on Monday because the workforce unveiled their new identification.
“As a workforce we’re impressed by our previous however enthusiastic about our future, and dedicated to writing a brand new Championship-winning chapter in Williams’ historical past. This developed workforce identification displays who we’re, the place we’re going, and reintroduces our title-winning legacy to a rising F1 viewers that was not following the game once we have been final dominant.”
Advertising director Marcus Prosser elaborated on the rebranding ambition, stating: “With this new title and brand, our wealthy historical past is being reimagined for the longer term. It’s impressed by our previous, assured about our future, and clear about our identification – a Championship-winning Components 1 workforce with a burning drive to win once more.
“We hope our current and dependable followers will find it irresistible. However we additionally hope it should join a brand new technology to our unimaginable legacy, constructing the group of Williams followers that can carry us to our subsequent victory.”
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Williams’ latest on-track success has been rewarded with industrial beneficial properties as properly. Final week, AI expertise agency Huge Information renewed their sponsorship settlement, with the corporate’s logos set to function on the automobiles, in addition to the workforce equipment worn by Sainz and Albon all through race weekends.
The partnership was described as “one other vote of confidence” for the workforce’s plan to kick on from their midfield standing.
