Claire Williams says her team’s new livery marks the start of the next generation for Williams after the announcement of a title partnership with ROKiT.
Monday’s title partnership announcement also saw the 2019 livery unveiled at the Williams team factory in Grove, England, with a light blue and white design replacing last year’s Martini-themed livery. While new telecommunications company ROKiT features a red and black color scheme, Williams says she wanted to mark a change in the team’s approach while retaining links to its history.
“There’s a bit of a story behind this livery,” Williams said. “We were made well aware in advance that Martini were going to be ending their relationship with us, and it gave us a great opportunity to think very hard about how we wanted to position Williams moving forward — certainly as this year is such an important year for us, and the years ahead.
“So we spent a lot of time on this livery. It’s all done in-house. We have a very good creative team at Williams.
“But, from my perspective, I wanted a livery that told a story, and told a story about where Williams is and the future that we believe it has. A lot of people are aware that Williams’ tradition colors are navy blue and white, but I wanted to move away from that and show the world that we’re a fresh, revitalized brand.
“Just sticking and reverting to our traditional navy and white didn’t really tell that story. A Formula 1 car at the end of the day is your shop window to the world and I wanted to tell a great story and come out with a really vibrant livery. I feel this does that.
“We’ve gone through a lot of transformation over the past few months, a lot of which we’ll present as next-gen Williams. This is very much our positioning around Williams. It has a strong future in the sport and for us George (Russell) and Robert (Kubica) tell that story — they are there essence of next-gen Williams.”
The Williams deputy team principal says her father — company founder Frank Williams — is a fan of the new livery, despite admitting she was apprehensive about making such a change.
“Frank loved it — you might be surprised to hear that, but he did. I was a little nervous going and presenting it to him as Frank is very traditional and protective of that navy blue. But he was understanding of the arguments behind it, that this is telling the world a very clear story and delivering a very clear message in my mind as to where we are.
“He is fully behind it… and I’m still here — if he hadn’t liked it, he probably would have fired me!”