Williams confirms official rebrand for F1 2026

Williams has brought back its traditional W logo for the 2026 Formula 1 season and will change its name to Atlassian Williams F1 Team.

The stylised 'Forward W' logo harkens back to the early days of the squad under Frank Williams, when it started racing as Williams Grand Prix Engineering in 1977. The logo briefly made a comeback through its title-winning era between 1994 and 1999, before making way once more at the start of the team's BMW days.

Meanwhile, the Grove-based squad will also change its name from Atlassian Williams Racing to Atlassian Williams F1 Team, returning to the F1-focused moniker after changing to Williams Racing in 2014. The 2026 season will be the second with software giant Atlassian as its title partner.

Atlassian Williams F1 Team

Photo by: Williams

According to team principal James Vowles, the name change and historic inspired logo are a way to connect the team's new era with its long-running history and Frank Williams' legacy. "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 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' marketing director Marcus Prosser added: "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."