The legendary Williams F1 squad will race below a brand new title from January onwards, tweaking their id in a throwback to an previous design championed by founder, Sir Frank Williams
Williams will compete below the banner ‘Atlassian Williams F1 Workforce’ from 2026, shifting away from the ‘Williams Racing’ title. The long-lasting British outfit can even sport a refreshed emblem for the start of the brand new technical rules, that includes a redesigned model of the ‘Ahead W’ emblem that crew founder Sir Frank Williams championed through the squad’s childhood.
The Grove-based crew have made appreciable progress following the tough durations below Claire Williams and Jost Capito, with James Vowles securing the primary podium of his management tenure in Azerbaijan earlier this yr.
With the mixed efforts of drivers Carlos Sainz and Alex Albon, Williams presently occupy fifth place within the Constructors’ Championship desk with 4 races left within the 2025 season. The rebrand will take impact from January, coinciding with the introduction of contemporary technical rules.
Williams turned their consideration to growing their 2026 automotive early this yr, and Vowles is thrilled in regards to the crew’s potential in System One’s upcoming chapter.
“I’m proud that from subsequent yr we shall be often known as Atlassian Williams F1 Workforce and carry a emblem on our automotive impressed by our founder Sir Frank Williams and deeply linked with our many years of success,” Vowles introduced on Monday because the crew unveiled their new id.
“As a crew we’re impressed by our previous however enthusiastic about our future, and dedicated to writing a brand new Championship-winning chapter in Williams’ historical past. This advanced crew id displays who we’re, the place we’re going, and reintroduces our title-winning legacy to a rising F1 viewers that was not following the game after we have been final dominant.”
Advertising and marketing director Marcus Prosser elaborated on the rebranding ambition, stating: “With this new title and emblem, our wealthy historical past is being reimagined for the longer term. It’s impressed by our previous, assured about our future, and clear about our id – a Championship-winning System 1 crew with a burning drive to win once more.
“We hope our current and dependable followers will adore it. However we additionally hope it’ll join a brand new era to our unimaginable legacy, constructing the neighborhood of Williams followers that may carry us to our subsequent victory.”
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Williams’ current on-track success has been rewarded with industrial good points as effectively. Final week, AI expertise agency Huge Knowledge renewed their sponsorship settlement, with the corporate’s logos set to function on the vehicles, in addition to the crew package worn by Sainz and Albon all through race weekends.
The partnership was described as “one other vote of confidence” for the crew’s plan to kick on from their midfield standing.
