London-based design studio Hat-trick has created a new brand identity for Williams, which is best known for its Formula One team but also works in advanced engineering and hybrid power.

It’s the fact that Williams is less known for its work in engineering and technology that prompted the company to turn to Hat-trick to help reinvent its branding, hopinh yo highlight those areas in addition to its F1 prominence.

Hat-trick was tasked with creating a new brand identity for Williams that reflected a high quality, dynamic advanced engineering company with a contemporary and premium feel without neglecting the racing heritage that the company has, the studio told us.

Take a look at some of the branding for both the corporate and trackside elements of Williams' new identity by using the slideshow controls above and right.

Right: Hat-trick used Williams' blue and white core colours in the corporate branding design, removing any secondary colours for a more simple approach.

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