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Williams has officially confirmed a major rebrand ahead of the 2026 Formula 1 season, marking a symbolic return to its roots while embracing a new era of ambition. The team will now compete under the name Atlassian Williams F1 Team, reviving the legendary ‘Forward W’ logo that defined its golden years under founder Sir Frank Williams.
The return of the traditional W emblem is more than a cosmetic tweak — it’s a powerful statement of identity. The stylised logo, which first appeared when the team began racing as Williams Grand Prix Engineering in 1977, became synonymous with excellence throughout the 1980s and 1990s. It was last seen during the squad’s title-winning run from 1994 to 1999, before being phased out during the BMW partnership years.
Now, more than two decades later, Williams’ new leadership is using the design to bridge the gap between heritage and future success. According to team principal James Vowles, the move underscores the squad’s determination to honour its rich past while building toward championship glory in the years to come.
“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,” said Vowles. “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.”
The name change also marks a subtle but significant shift. Since 2014, the Grove-based outfit had been known as Williams Racing, a more generic title introduced during a period of corporate reorientation. The 2026 rebrand, bringing back “F1 Team” into the name, reasserts the squad’s deep association with the sport that made it a global powerhouse.
Atlassian, the Australian software giant that joined as title sponsor in 2025, remains an integral part of this transformation. The partnership’s continuation into the 2026 season signals stability and long-term commitment qualities that Williams has sought to reestablish after years of rebuilding.
Marketing director Marcus Prosser emphasized that the rebrand aims to unite both long-time fans and a new generation discovering Formula 1 through its recent global surge in popularity. “We hope our existing and loyal fans will love it,” said Prosser. “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.”
With the 2026 Formula 1 season also ushering in new car regulations and engine rules, the Atlassian Williams F1 Team appears poised to redefine itself both on and off the track. The return of the W logo is a clear signal, Williams is not just looking back with nostalgia, but moving forward with purpose, driven by the same pioneering spirit that built its storied legacy.
