Speed racing

Hat-trick have recently completed the new branding for the Williams Formula One team.

Williams Formula One team will present a fresh, dynamic look for the upcoming racing season thanks to Hat-trick.

London-based design studio Hat-trick developed a new identity for Williams Formula One team as well as the innovative brand’s corporate identity.

Our challenge for branding Williams was to create an identity that reflects a high quality, dynamic, advanced engineering company with a contemporary and premium feel, without neglecting the racing heritage that they have, says Gareth Howat, one half of Hat-trick.

For the racing team, Hat-trick has designed a coherent identity that incorporates the car, the uniform, the garage and the team trucks all in one unified presence. The team’s headline sponsor Martini colour has been incorporated into the car’s iconic racing stripes.

We used the striped in a variety of ways: We integrated it with the distinctive new silhouette shape of the car. We also drew up all the current F1 track shapes using the stripes to create dynamic shapes, while further getting the drivers to choose their favourite curve as a feature graphic, adds Howat.

On the Williams corporate side, Hat-trick’s approach was to build on the core colours of the brand: blue and white and stripping away the secondary colours for simplification. The design duo further simplified the brand’s architecture by relating everything to the core Williams name and rationalising the system of naming.

The new-look Williams team took to the track for the first time at Albert Park in Melbourne, Australia in March 2014. 

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