{"id":22994,"date":"2026-01-06T20:51:23","date_gmt":"2026-01-06T20:51:23","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22994"},"modified":"2026-01-06T20:51:24","modified_gmt":"2026-01-06T20:51:24","slug":"under-the-hood-of-the-williams-f1-teams-2026-rebrand","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22994","title":{"rendered":"Under the hood of the Williams F1 team\u2019s 2026 rebrand"},"content":{"rendered":"

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The F1 paddock is a colorful place\u2014and we mean that literally. Ferrari is known for its iconic red. McLaren lives by papaya orange. And in 2026, the Williams team wants to become synonymous with its refreshed blue color palette.<\/p>\n

The team\u2019s colors aren\u2019t the only thing getting an update in the new year. Ahead of the 2026 F1 season, Williams, now officially racing under the name Atlassian Williams F1 Team, took on a new name, logo, and brand identity as part of its yearslong effort to return to Formula 1 glory.<\/p>\n

Williams\u2019s rebrand, team execs said, is meant to encapsulate the team\u2019s goal of reclaiming the Constructors\u2019 Championship, and is designed to maintain some of its history while catching the eyes of newer F1 fans.<\/p>\n

\u201cWe are an icon of the sport, but we are future-focused,\u201d Marcus Prosser, Williams\u2019s marketing director, told Marketing Brew. \u201cWe want young fans, these new-wave and avid fans, to jump on this journey with us.\u201d<\/p>\n

In name only<\/h2>\n

Since American private investment firm Dorilton Capital acquired the team from the Williams family in 2020, Williams has been on a mission to reinvent itself. On the track, it\u2019s charged up from a last-place finish with zero points that year to fifth place in the Constructors\u2019 with 137 points in 2025. Williams also got a new title sponsor in software company Atlassian at the start of last season, the biggest partnership in team history at the time.<\/p>\n

The rebrand, Prosser said, represents and plays a role in that business transformation, especially ahead of the team\u2019s 50th anniversary in 2027. While Prosser said he considered tapping a London-based creative agency to handle the project, he ultimately turned to Williams\u2019s internal creative team for the task.<\/p>\n

Ed Scott, head of creative design, said he knew right away that at least one thing had to change: the team name. The Williams Racing name was a callback to several of the team\u2019s former titles, like when it was Williams Martini Racing from 2014 to 2018, but it caused some confusion among fans and potential commercial partners, Scott said: While traveling to a race, Scott and his team spoke to \u201ca very well-known celebrity\u201d and introduced themselves as working for Williams Racing, at which point the celeb \u201cturned around and said to us, \u2018Oh, is that horse racing?\u2019\u201d Scott said.<\/p>\n

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The name Williams F1 Team is designed to be more instantly recognizable, he said, as is its new logo, a \u201cW\u201d with a subtle \u201c1\u201d in it that the company describes as a \u201c21st-century reimagining\u201d of its first-ever logo that appeared on all nine of its Constructors\u2019 Championship-winning cars.<\/p>\n

\u201cWe need not just an asset that speaks to us as a brand and our personality and tells our history, [but] also illustrates our intent of where we\u2019re going,\u201d Scott said.<\/p>\n

I\u2019m blue<\/h2>\n

Just as integral to the rebrand, Scott said, is the team\u2019s color palette. White is the only color that\u2019s appeared on every iteration of the Williams racecar, he said, but blue has been prominent in recent years. The team\u2019s new blue color palette spans shades from a bright blue meant to \u201ccut through the noise and bring the energy\u201d to a darker hue that gives a more \u201cedgy, premium look,\u201d Scott said.<\/p>\n

\u201cWe want to be the blue team,\u201d he said. \u201cWe want to be a team that, in the sport, whenever you think of blue, you don\u2019t think of any of the others that have blue in their color palette, you think of Williams.\u201d<\/p>\n

Ideally, the blue will also lead to \u201csome striking merchandise\u201d for fans to rep in 2026, Prosser said. The team hasn\u2019t leveraged merch much in the past, he said, but they\u2019ve started leaning in more recently with new apparel partner New Era, which took over for Puma in the fall. The team\u2019s latest releases range from smaller items, like hats, to more expensive offerings, like mini replica helmets and team jackets, and are meant to appeal to all kinds of fans, especially those from younger generations, Prosser said.<\/p>\n

\u201cWe know fandom starts at a young age,\u201d he said. \u201cWe want to capture these fans, and we want them to take on this journey, because it really is one of huge excitement\u2026We are now turning heads.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The F1 paddock is a colorful place\u2014and we mean that literally. Ferrari is known for its iconic red. McLaren lives by papaya orange. And in 2026, the Williams team wants to become synonymous with its refreshed blue color palette. The team\u2019s colors aren\u2019t the only thing getting an update in the new year. Ahead of […]<\/p>\n","protected":false},"author":1,"featured_media":22995,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22994","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nUnder the hood of the Williams F1 team\u2019s 2026 rebrand | Brandiary<\/title>\n<meta name=\"description\" content=\"The F1 paddock is a colorful place\u2014and we mean that literally. Ferrari is known for its iconic red. McLaren lives by papaya orange. 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