Williams F1 Team Announces Rebrand and New Logo for 2026 Season

Williams Racing will officially rebrand to Williams F1 Team starting January 2026, ahead of the new technical regulations. The change, which includes a new logo inspired by founder Sir Frank Williams’ 'Forward W' emblem, aims to reconnect with the team's rich championship-winning history while signaling a forward-looking approach.

Why it matters:

This rebranding signifies more than just a name change; it's a strategic move to re-establish the team's identity and legacy within a rapidly expanding F1 audience. By returning to 'Williams F1 Team,' the outfit aims to invoke its past glories—nine constructors' championships and seven drivers' titles—as it enters a new era of technical regulations. It reflects a commitment to a championship-winning future, aligning their identity with their ambitious goals on track.

The Details:

• Name Change: The team, known as Williams Racing since 2014, will become Williams F1 Team from January 2026.
• Title Partner: Atlassian will continue as the title partner, with the official name being Atlassian Williams F1 Team.
• New Logo: A redesigned logo will be introduced, drawing inspiration from Sir Frank Williams’ original 'Forward W' emblem, first used in 1977. This iconic symbol featured on all of Williams' constructors' championship-winning cars, visually linking the current team to its storied past.
• Historical Context: Williams has been a foundational part of Formula 1 since the late 1970s, founded by Frank Williams. Over nearly 50 years, the team has secured 114 Grand Prix victories.
• Team Principal's Vision: James Vowles emphasized pride in the new identity, stating, “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.” He highlighted the goal of reintroducing their title-winning legacy to a growing F1 audience.

The Big Picture:

Williams is currently enjoying a resurgence, poised to achieve its highest F1 standings finish since 2017, potentially securing fifth place this year. This upward trajectory, combined with the new team identity, positions Williams positively as Formula 1 heads into a significant regulatory overhaul in 2026. The new regulations often present opportunities for teams to leapfrog competitors, and Williams' proactive branding move could be part of a larger strategy to capitalize on these changes.

What's next:

The team will enter the 2026 season with this fresh identity and a new set of technical regulations. Drivers Carlos Sainz and Alex Albon are expected to continue their partnership into that season, providing stability in the cockpit. The rebranding, along with anticipated technical developments, signals Williams' determination to not just participate, but to compete at the sharp end of the grid once again, echoing the ambitions of its legendary founder.