The 2026 F1 season will see a major Williams Racing rebrand including the return of ‘Forward W’ logo, marking a major evolution in the identity of one of Formula 1‘s most iconic teams.
The new identity comes as the Grove-based squad finds itself on an upward trajectory, set to finish the current season with its highest championship ranking since 2017.
From January 2026, the team formerly known as Atlassian Williams Racing will compete under the new name “Atlassian Williams F1 Team.”
Alongside the name change, Williams is unveiling a fresh logo inspired by the iconic ‘Forward W’ emblem that connects deeply with the team’s rich legacy and its founder Sir Frank Williams.
The stylized ‘Forward W’ logo design dates back to when Williams first entered Formula 1 in 1977 as Williams Grand Prix Engineering.
This emblem was a familiar sight during the team’s golden era in the 1990s adorning cars throughout its championship-winning years, before rebranding in the early 2000s following partnership with BMW.
By reintroducing this logo, Williams pays homage to its storied past, symbolizing both respect for its achievements and a renewed ambition to reclaim its position as a leading team in Formula 1.
The name change from “Atlassian Williams Racing” to “Atlassian Williams F1 Team” may appear subtle but carries significant symbolic weight.
It signals a focused dedication to Formula 1 racing, reinforcing Williams’ commitment to competing at the highest level of motorsport. The move also reflects the team’s aspiration to connect its historic success with a forward-looking vision for the future.
“I am proud that from next year we will be known as Atlassian Williams F1 Team and our cars will carry Williams new logo inspired by our founder Sir Frank Williams and deeply connected with our decades of success,” team principal James 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.”
Williams has long been one of Formula 1’s most iconic outfits, with a record that includes nine constructors’ championships, seven drivers’ championships, and a remarkable haul of 114 Grand Prix victories over its nearly 50 years in the sport.
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Despite this legacy, the team has faced challenges in recent years and has not secured a race win since 2012.
However, this year the Grove-based outfit has enjoyed a phenomenal rise under Vowles’ leadership, scoring more points than it has in years with Alex Albon and Carlos Sainz producing a myriad of impressive performances.
Both drivers have regularly scored points throughout the season with Sainz claiming Williams’ first podium in four years after an impressive drive to third in Azerbaijan, all propelling the team to fifth in the current F1 championship standings with four rounds remaining.
The reimagining of the team’s identity underlines a sense of ambition and confidence in its resurgence within the fiercely competitive Formula 1 environment.
Marketing director Marcus Prosser expressed hopes that the fresh Williams Racing rebrand will resonate both with existing fans and newcomers alike, building an energized community around the team.
“We hope our existing and loyal fans will love Williams new logo and team name,” he said. “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.”
Key to this new chapter is Williams’ technical program and driver lineup, carrying forward momentum into 2026 F1 alongside the fresh branding.
The team will compete under a new set of technical regulations, providing an opportunity to enhance performance and challenge for higher positions on the grid.
Drivers Carlos Sainz and Alex Albon will enter their second season together, offering continuity and a foundation to build stronger results.
