Williams updates race team brand identity

Williams F1 has updated its race team’s identity with a logo and trackside branding.

The designs have been created by brand consultancy UffindellWest, brought in to rejuvenate the brand in time for the Australian Grand Prix in March.

Sponsors include Royal Bank of Scotland, Lenovo, AT&T, Allianz and Reuters. The drivers are Nico Rosberg and Alexander Wurz. A UffindellWest spokes-man says the revamped identity draws on the engineering heritage of the Williams team and its pure racing agenda.

Williams claims that it is the only F1 team that exists only to race, rather than having a commercial agenda.

Scott Garrett, Williams’ head of marketing, says: “The need to stay ahead in this game is paramount, but we feel that we now have a really compelling proposition to enable us to do that. We live and breathe racing, but we do so in the purest way possible. That is something that really resonates with our partners.”

The team has recently signed up Lenovo and AT&T.

Garrett says: “Both of the sponsors feel that the Williams brand is a perfect match in terms of attitude, focus and professionalism to their own corporate values and philosophy.”

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