Williams Racing is set to embark on a new chapter in its Formula 1 history, rebranding as Atlassian Williams F1 Team ahead of the 2026 season. This change coincides with the introduction of new chassis and power unit regulations, marking a significant shift for the Grove-based squad.
The team's name change reflects its renewed focus on racing and winning in Formula 1. Since 2014, the team has been known as Williams Racing, but the change to Williams F1 Team signifies a return to a moniker more closely associated with its core purpose. Atlassian will remain as the team's title partner.
In addition to the name change, Williams will introduce a new logo inspired by the "Forward W" emblem of Frank Williams, the team's founder. This logo, first used in 1977, was featured on all of the team's Constructors' Championship-winning cars. The return of the distinctive italicized ‘Forward W’ marks its first appearance this century, having last been seen in 1999 before the partnership with BMW. The team hopes the new logo will connect a new generation to its legacy and build a community of Williams fans.
Team Principal James Vowles expressed his pride in the team's new identity. He emphasized the importance of honoring the team's history while embracing an exciting future. According to Vowles, the evolved team identity reflects who they are, where they are going, and reintroduces their title-winning legacy to a growing F1 audience.
Williams is one of the most successful teams in Formula 1 history, having secured nine Constructors' Championships, seven Drivers' Championships, and 114 Grand Prix wins. Despite not having won a race since 2012, the team's new identity signals its ambition to return to the forefront of Formula 1.
The team is currently undergoing a rebuilding phase under the ownership of Dorilton Capital and the leadership of James Vowles. The team is on track to finish fifth in the Constructors' Championship for 2025, its highest result since 2017. The team has also recently celebrated a podium finish at Baku and a Sprint podium in Austin. With drivers Carlos Sainz and Alex Albon, the team is striving to usher in a new era of success.
Marcus Prosser, Williams' marketing director, said that the rebrand reflects the team's "burning drive to win again". He hopes that existing and loyal fans will love it and that it will connect a new generation to the team's incredible legacy.
