Why the new Williams logo is such a beautiful tribute

A familiar ‘W’ returns

Williams Racing will go by the name Atlassian Williams F1 Team next season. The new name comes along with a new – or rather, old – logo. Williams is reintroducing the iconic Forward W, the slanted letter logo that founder Frank Williams had designed in 1977. The legendary team boss died in 2021. The W logo appeared on the cars with which the team captured nine constructors’ titles and seven drivers’ titles. So starting in 2026, the symbol will return, in a contemporary, sleeker form.

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Glory Days

So their revamped logo is not a break with the past, but rather a nod to the glory days of Frank Williams. The symbol disappeared in 2000 when Williams partnered with BMW, so now it returns. According to team boss James Vowles, the change is more than a visual update: “We are proud to go by the name Atlassian Williams F1 Team, with a logo that honors our founder and reflects our successful history. At the same time, we want to write a new chapter that leads back to victories.”

New rules, new opportunities

Under the leadership of Vowles, the former Mercedes strategy chief, Williams is experiencing its best season in years. Thanks to Alex Albon and Carlos Sainz, the team is currently fifth in the constructors’ championship – with 111 points, more than in the previous seven seasons combined.

The timing of the rebranding is not coincidental. A completely new technical regulation comes into effect in 2026, with different chassis and engine rules. Williams will continue to work with Mercedes as engine supplier. The first car with the updated logo – the Williams FW48 – will appear in early 2026 on

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