Williams unveil a new identity for 2026 and beyond

From January, the British outfit will be officially known as Atlassian Williams F1 Team, a change designed to align the team’s historic legacy with its modern ambitions to return to the front of the grid.

The new identity replaces the current ‘W’ with a reimagined version of Frank Williams’ original Forward W, the symbol that adorned all nine of the team’s Constructors’ Championship-winning cars.

The rebrand comes as Williams continues its upward trajectory under Dorilton Capital ownership and Team Principal James Vowles. With Carlos Sainz and Alex Albon leading the driver lineup, the team sits fifth in the 2025 Formula 1 Constructors’ Championship on 111 points - already surpassing the total from the previous seven seasons combined.

Team Principal James Vowles said the new identity honours the team’s founder while symbolising its evolution: “I am proud that from next year we will be known as Atlassian Williams F1 Team and carry a logo on our car inspired by our founder Sir Frank Williams and deeply connected with our decades of success.”

He added: “As a team we are inspired by our past but excited about our future, and committed to writing a new Championship-winning chapter in Williams’ history. This evolved team identity reflects who we are, where we are going, and reintroduces our title-winning legacy to a growing F1 audience that was not following the sport when we were last dominant.”

Marketing Director Marcus Prosser described the change as both symbolic and strategic: “With this new name and logo our rich history is being reimagined for the future. It is inspired by our past, confident about our future, and clear about our identity – a Championship-winning Formula 1 team with a burning drive to win again.”

He added: “We hope our existing and loyal fans will love it. But we also hope it will connect a new generation to our incredible legacy, building the community of Williams fans that will carry us to our next victory.”

Williams’ revival continues to gather momentum following its recent Grand Prix podium in Baku and its first-ever Sprint podium in Austin, signalling a renewed competitive spirit that the team hopes will define the Atlassian Williams F1 era.