Williams has confirmed a full rebrand ahead of the 2026 Formula 1 season, marking a major milestone in the team’s modern evolution. The outfit will officially compete as “Atlassian Williams F1 Team” reviving part of the iconic name that defined its golden years. The announcement also includes the return of the classic “forward W” logo, first introduced in 1975.
This move pays tribute to the team’s founder, Sir Frank Williams, and celebrates its legacy while signaling a renewed push toward future competitiveness.
The Meaning Behind the ‘Forward W’
The reintroduced logo features the familiar stylized “W” angled forward, symbolizing progress and ambition. The minimalist design reflects the balance between heritage and innovation. According to team principal James Vowles, the choice to bring back the “forward W” represents “a visual statement of intent—our respect for where we came from and our focus on where we’re going.”
For fans, the symbol holds deep significance. It recalls an era when Williams dominated Formula 1, claiming 9 Constructors’ Championships and 7 Drivers’ titles. By reviving this identity, the team aims to reconnect emotionally with its global supporter base.
A Fresh Identity for a New Era
The 2026 rebrand goes beyond visuals. Williams is preparing for the sport’s major regulatory reset, which includes new power unit rules and aerodynamic frameworks. The updated name and logo coincide with this shift, signaling readiness for Formula 1’s next chapter.
Vowles explained that the change is part of a larger cultural transformation. “We are rebuilding this team from the inside out,” he said. “Our identity should reflect the values that drive us—determination, excellence, and unity.”
The rebrand also aligns with Dorilton Capital’s long-term investment strategy. Since acquiring the team in 2020, the ownership group has focused on modernization, infrastructure upgrades, and data-driven performance improvements. The updated image is designed to reflect those internal developments.
Blending Past and Future
The decision to revive a historic logo while adopting a modern graphic style mirrors the team’s philosophy: progress rooted in respect for tradition. The “forward W” serves as a bridge between the era of Sir Frank and the ambitions of today’s leadership.
Williams’ communications director described the logo’s design as “clean, purposeful, and forward-looking,” emphasizing simplicity over complexity. The color palette retains the team’s signature blue tones but uses sharper contrasts and refined typography for a contemporary look.
Fan Reaction and Cultural Impact
Early fan responses have been overwhelmingly positive. Longtime supporters have praised the return to an emblem they associate with the team’s dominance in the 1980s and 1990s. The nostalgic move also strengthens the emotional connection between the team and its supporters during a period of rebuilding.
The rebrand arrives as Williams continues its steady rise under Vowles. The 2024 and 2025 seasons showed flashes of progress, with stronger qualifying performances and improved race pace. The leadership sees the 2026 reset as a fresh opportunity to move further up the grid.
A Statement of Intent
Williams’ announcement is more than a marketing exercise. It signals confidence in a clear direction and a return to the principles that once made it great. The combination of historical reference and modern execution embodies what the team wants to be in Formula 1’s future—innovative yet authentic.
As Vowles summarized, “We are honoring the past while engineering the future. The ‘forward W’ captures both.”
Looking Ahead to 2026
When the new era begins in 2026, Williams will enter the grid under a name and badge that once defined its glory. The rebrand serves as both a tribute and a declaration. The message is simple: the team is moving forward—guided by heritage, driven by progress, and ready to compete again at the front of Formula 1.
