Williams F1 team revamped

Formula One racing team Williams is to launch a new identity designed by UffindellWest at this season’s first race, the Australian Grand Prix in Melbourne on 18 March.

The group’s work includes a new marque, car livery and trackside branding and comes as the team seeks to rejuvenate its brand in the hope of broadening its appeal to major global sponsors.

According to an UffindellWest spokeswoman, the work draws on the engineering heritage of the team and its ‘pure racing’ agenda. Williams is the only team that exists purely to race, rather than having a broader commercial agenda, she says.

Williams has recently signed AT&T and Lenovo as major sponsors. Founded by Sir Frank Williams, the team is historically one of the big three in Formula One racing, alongside Ferrari and fellow British team McLaren. But last year it failed to win a race, losing out to Renault and Ferrari.

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