Williams Racing has announced a complete identity update for the 2026 Formula One season, marking a symbolic return to the team’s roots and a statement of intent for the future. The rebrand includes the revival of the historic “Forward W” logo and a revised team name: Atlassian Williams F1 Team.
The announcement was made on November 3, 2025, and highlights the team’s ongoing transformation under team principal James Vowles and owners Dorilton Capital.
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A legendary emblem returns
The “Forward W” is one of the most recognisable marks in Formula One history. Introduced in 1977 when Frank Williams founded the team, it became inseparable from Williams’ golden years, appearing on all nine of the team’s Constructors’ Championship winning cars.
Williams F1 team logo from when they first entered the race in 1977The logo faded from use when the team entered its BMW partnership in 2000. It briefly resurfaced in the 1990s and has now been revived again with a modernised design that blends heritage with a sharper, digital-first aesthetic.
Current “W” logoThe intention behind restoring the symbol is clear. Vowles said:
“This evolved identity shows who we are and where we are going, and connects our title-winning legacy to a new generation of F1 fans who may not be familiar with our last dominant era.”
The logo’s return reinforces Williams’ message that it is entering a new competitive phase while acknowledging the foundation laid by Frank Williams’ leadership and values.
A rebrand driven by performance and momentum
The identity update arrives at a time when Williams has made measurable progress on track. After years of decline and speculation about the team’s long-term survival, the Grove-based outfit has rebuilt its structure and performance through an extensive internal overhaul.
In the 2025 season, Williams sits fifth in the Constructors’ Championship with 111 points. That total alone exceeds what the team achieved across the previous seven seasons combined. The podium at the Azerbaijan Grand Prix and the team’s first sprint podium at the United States Grand Prix highlight how far they have climbed since 2023.
Williams’ achievements across its history remain among the most significant in Formula One:
• 9 Constructors’ Championships
• 7 Drivers’ Championships
• Legendary champions including Alan Jones, Nelson Piquet, Nigel Mansell, Alain Prost and Damon Hill
With the 2026 regulations set to reset performance across the grid, Williams aims to use its renewed momentum and modern structure to return to the front of the field. The revived “Forward W” signals that ambition clearly.
A new chapter begins
Williams’ rebrand is not simply a design exercise. It marks a formal transition into what the team sees as the next major phase of its history, combining heritage, engineering modernisation, and a strategic shift to position the team for future championship challenges.
For one of Formula One’s most iconic names, 2026 represents both a return to tradition and a step into a new era. The “Forward W” embodies that message and formally ushers in Williams’ next chapter.
