Williams Unveils Rebrand for 2026 F1 Season, Revives Classic 'W' Logo

Williams will undergo a significant rebrand for the 2026 Formula 1 season, bringing back its classic 'Forward W' logo and changing its official name to the Atlassian Williams F1 Team. This move aims to reconnect the team's promising future with its rich, championship-winning past.

Why it matters:

This rebrand is more than just a cosmetic change; it's a strategic move to re-establish Williams' identity and legacy in the modern F1 era. By embracing its historical roots, Williams seeks to inspire its current team, attract new fans, and signal a renewed commitment to its founding principles of innovation and competitive spirit, all while building on its partnership with Atlassian.

The Details:

• Classic Logo Revival: The team is bringing back its traditional 'Forward W' logo, first seen when Frank Williams founded Williams Grand Prix Engineering in 1977. This logo also featured during their dominant championship-winning era from 1994 to 1999, before being retired during the BMW partnership.
• Name Change: The official team name will revert from Atlassian Williams Racing to Atlassian Williams F1 Team. This change marks a return to an F1-centric moniker, last used before the switch to 'Williams Racing' in 2014.
• Title Partnership: The 2026 season will be the second year of Williams' title partnership with software giant Atlassian, emphasizing a long-term strategic alliance.
• Legacy and Future: Team Principal James Vowles emphasized that the rebrand connects the team's new era with Sir Frank Williams' enduring legacy. He stated that the new identity reflects where the team is headed while reintroducing its championship-winning history to a growing F1 audience.
• Fan Engagement: Marketing Director Marcus Prosser highlighted the goal of appealing to both loyal, existing fans and a new generation of F1 enthusiasts, aiming to build a broader community of Williams supporters.

The Big Picture:

Under James Vowles' leadership, Williams has been steadily working to rebuild its infrastructure and competitive capabilities. This rebrand is a visible manifestation of that effort, serving as a symbolic link between the team's glorious past and its ambitions for a successful future. It's a statement that while the team is embracing modern partnerships and technologies, it remains deeply rooted in the ethos that made it a powerhouse in Formula 1.

What's next:

The Atlassian Williams F1 Team will officially debut its new identity and logo in the 2026 season. This period will also coincide with significant regulation changes in Formula 1, including new power unit rules, offering Williams a fresh opportunity to capitalize on its renewed vision and potentially climb back up the grid. The success of this rebrand will ultimately be measured by the team's performance on track and its ability to attract and retain a strong fan base.