Formula 1
Williams Racing Rebrands as Atlassian Williams F1: A Bold Return to Its Iconic Legacy
In a move that bridges its illustrious past with a renewed vision for the future, Williams Racing has announced a significant rebrand ahead of the 2026 Formula 1 season. The Grove-based team — the third most successful constructor in F1 history with nine world titles — will now compete under the new name Atlassian Williams F1.
The change marks both a symbolic and strategic shift as the team gears up for the sport’s next major regulation overhaul. Alongside the rebrand, Williams is also reintroducing its classic “Forward W” logo, a nod to founder Sir Frank Williams and the team’s championship-winning heritage from the 1970s through the 1990s.
Williams Racing Rebrands as Atlassian Williams F1
Reclaiming Glory with a Modern Edge
Team Principal James Vowles, who has spearheaded the team’s steady resurgence since 2023, described the new identity as “a reflection of who we are and where we are going.” “I am proud that from next year we will be known as Atlassian Williams F1 Team and carry a logo inspired by our founder, Sir Frank Williams, and deeply connected with our decades of success,” James Vowles said in a statement.
The Williams Racing rebranding represents more than a name change — it’s a declaration of intent. As the team puts it, this evolution “reflects our sole purpose to race and win in the top echelon of motorsport.”
After years of struggles post-2000, Williams appears poised to return to the sharp end of the grid. With Alex Albon and Carlos Sainz delivering consistent performances, including a podium finish in Azerbaijan and a sprint podium at the U.S. Grand Prix, the team currently sits fifth in the Constructors’ Championship — its best showing in nearly a decade.
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The Return of the ‘Forward W’
The revived logo draws directly from the team’s heritage, reimagining the “Forward W” that appeared on every one of its nine title-winning cars. It last featured in 1999 before Williams’ partnership with BMW began. The refreshed design merges the classic look with a sleek, contemporary aesthetic — an emblem of tradition meeting innovation.
The rebrand also coincides with the massive 2026 Formula 1 regulation changes, which will redefine car design and power units. Williams’ continued partnership with Mercedes Power Units and Vowles’ technical expertise could place the team in prime position to capitalize on the shift.
While the 2025 season continues, Williams’ attention is clearly fixed on the horizon. The Atlassian Williams F1 identity signals a confident step into the modern era — one that honors its history while embracing new technology, fan engagement, and competitive ambition. “As a team, we are inspired by our past but excited about our future,” James Vowles added. “We are committed to writing a new championship-winning chapter in Williams’ history.”
With renewed energy, a strong driver lineup, and a clear identity, Williams seems ready to reclaim its place among Formula 1’s elite.
