Williams unveils F1 team’s new brand identity for 2026

Williams Racing is leaning on its illustrious past to shape its future – unveiling on Monday a refreshed identity for the 2026 Formula 1 season that brings back its iconic ‘Forward W’ logo and a refined new name: Atlassian Williams F1 Team.

The Grove-based outfit’s subtle but symbolic makeover marks a bridge between the modern team’s tech-driven ambitions and the heritage forged under its legendary founder, Sir Frank Williams.

The revived Forward W – a sharp, stylised emblem first used when the team debuted in 1977 as Williams Grand Prix Engineering – will return to the car’s nose and to its drivers’ overalls next season.

The logo became synonymous with Williams’ golden age through the 1990s, a period that delivered multiple constructors’ and drivers’ titles before it was retired during the BMW partnership era.

Equally, the new team name – Atlassian Williams F1 Team – reaffirms the outfit’s racing roots. It’s a subtle but deliberate shift from Williams Racing, a name the team adopted in 2014.

Team principal James Vowles said the update symbolises both continuity and reinvention.

“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,” Vowles said.

“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.”

Reconnecting Generations of Fans

The change comes as Williams prepares for its second season under Atlassian as title sponsor, with the software giant continuing to back the team’s push to re-establish itself among F1’s frontrunners.

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Marketing director Marcus Prosser said the rebrand aims to celebrate Williams’ deep history while inviting new fans to join its journey.

“We hope our existing and loyal fans will love it,” commented Prosser. “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.”

With a fresh identity, a rejuvenated factory, and a clear vision under Vowles, Williams is betting that its new old look will signal more than nostalgia – it’s a statement of intent from a team determined to make history once again.

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