Copyright mirror
Williams will compete under the banner 'Atlassian Williams F1 Team' from 2026, moving away from the 'Williams Racing' title. The iconic British outfit will also sport a refreshed logo for the beginning of the new technical regulations, featuring a redesigned version of the 'Forward W' emblem that team founder Sir Frank Williams championed during the squad's formative years. The Grove-based team have made considerable progress following the difficult periods under Claire Williams and Jost Capito, with James Vowles securing the first podium of his leadership tenure in Azerbaijan earlier this year. With the combined efforts of drivers Carlos Sainz and Alex Albon, Williams currently occupy fifth position in the Constructors' Championship table with four races left in the 2025 season. The rebrand will take effect from January, coinciding with the introduction of fresh technical regulations. Williams turned their attention to developing their 2026 car early this year, and Vowles is thrilled about the team's potential in Formula One's upcoming chapter. "I am proud that from next year we will be known as Atlassian Williams F1 Team and carry a logo on our car inspired by our founder Sir Frank Williams and deeply connected with our decades of success," Vowles announced on Monday as the team unveiled their new identity. "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." Marketing director Marcus Prosser elaborated on the rebranding ambition, stating: "With this new name and logo, our rich history is being reimagined for the future. It is inspired by our past, confident about our future, and clear about our identity - a Championship-winning Formula 1 team with a burning drive to win again. "We hope our existing and loyal fans will love it. But 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." Williams' recent on-track success has been rewarded with commercial gains as well. Last week, AI technology firm Vast Data renewed their sponsorship agreement, with the company's logos set to feature on the cars, as well as the team kit worn by Sainz and Albon throughout race weekends. The partnership was described as "another vote of confidence" for the team's plan to kick on from their midfield status.
