Williams has made a small but significant team name change for the 2026 Formula 1 season.
Atlassian Williams Racing will become the Atlassian Williams F1 team next season.
Yes, we know, hardly a game-changer, but there is symbolic significance for Williams with a dropping of the ‘Williams Racing' moniker and what it calls a "21st century reimagining of Frank Williams' famous ‘Forward W'," first introduced in the team's maiden season in 1977.
That distinctive italicised ‘Forward W' returns for the first time this century, having last appeared on a Williams in 1999 before it partnered with BMW.
The team says it's a marker of its ambition to become one of F1's leading teams again, having not won a race in 2012 despite being the third-most successful F1 team in history.
"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," team boss James Vowles said.
"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."
Williams marketing director Marcus Prosser said the rebrand reflected the team's "burning drive to win again".
"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."
