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Carlos Sainz and Alex Albon at Mexico Grand Prix. Photo: Race Pictures

Williams is returning to their roots in official rebrand for F1 2026

16:15, 03 Nov

byDrew Murphy

Williams has announced it is bringing back the iconic W logo for the 2026 Formula 1 season as it also alters its team name.

As well as bring back the traditional W logo, the team will also change their name to Atlassian Williams F1 Team.

Atlassian Williams F1 Team. Photo by: Williams

The ‘Forward W’ logo is a nod to the early days of the team under Frank Williams, when they began racing as Williams Grand Prix Engineering in 1977.

Between 1994 and 1999, the logo made a return during the team's title-winning era, before making way for the start of the BMW days.

The slight adjustment to the name will see the team go from Atlassian Williams Racing to Atlassian Williams F1 Team. The 2026 season will be the second with the software giant Atlassian as its title partner.

To connect long-running history and Frank Williams' legacy

Team principal James Vowles has suggested that 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.

Vowles revealed: “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.

"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."

Photo: RacePictures

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."

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