WilliamsF1 expansion

Bristol design group Oakwood DC has developed three sub-brands for Formula One outfit WilliamsF1 Team as the UK outfit looks to expand into licensing and broader business areas.

The consultancy beat incumbent design group CLK.MPL in a two-way pitch last year after the latter had renamed the team formerly known as Williams.

The three new divisions comprise technology, sport and brand. Oakwood DC creative director Phil Marshall says further categories will be added as the company develops. The consultancy has designed an icon to sit next to the existing WilliamsF1 Team logo. A style guide will provide a flexible identity alongside established team logos and colours.

“The key icon represents technology, the team personalities and the spectacle of Formula One. It is a side-on view of the car and will be the graphic building block for future work as WilliamsF1 enters new potential markets,” says Marshall.