Williams Confirms Major Team Rebrand for F1 2026 Season

Williams Racing is set for a significant rebrand starting with the F1 2026 season, including a new team name and a redesigned logo that pays homage to its storied history. This move, spearheaded by current owners Dorilton Capital, aims to honor the legacy of Sir Frank Williams while signaling a forward-looking direction for the team.

Why it matters:

After years of fluctuating performance and a change in ownership, this rebrand is more than just a cosmetic update. It signifies a clear commitment from Dorilton Capital to respect Williams' rich heritage while steering the team into a competitive future. For fans, it's a symbolic embrace of the team's past glories, potentially reigniting passion as Williams aims to climb back up the grid.

The Details:

• New Name: The team will officially be renamed from Atlassian Williams Racing to Atlassian Williams F1 Team, effective from the start of the 2026 season.
• Logo Redesign: Williams will reintroduce a 'Forward W' logo, first used by Sir Frank Williams' team in 1977 and present for over 20 years, including their last championship win in 1997.
• Historical Significance: The 'Forward W' logo was last used before the team's partnership with BMW at the turn of the millennium. Its return emphasizes a connection to the team's most successful periods.
• Modern Evolution: According to marketing director Marcus Prosser, the change marks "the evolution of the historic team, one that has built a legacy defined by independence, innovation, and an unrelenting will to win."
• Leadership's Vision: Team Principal James Vowles stated, "This evolved team identity reflects who we are, where we are going, and reintroduces our title-winning legacy to a growing F1 audience."
• Recent Performance: Under Vowles, Williams has shown signs of improvement, moving into the upper midfield. Carlos Sainz recently secured a third-place podium finish in Baku, the team's first since 2021.

What's next:

With its future secured under Dorilton Capital and a clear vision from James Vowles, the rebrand sets the stage for a new chapter in Williams' history. The combination of honoring its past with a renewed drive for innovation and performance, alongside a solid driver lineup for the new regulation cycle, suggests Williams is serious about returning to its championship-winning form. The 2026 season will be a crucial moment to see if this symbolic change translates into tangible on-track success.