WAE Technologies – formerly named Williams Advanced Engineering – has unveiled its new corporate branding, alongside an updated logo and name. This follows the acquisition of the world-leading technology and engineering services business by Fortescue which completed in March 2022, taking the Oxfordshire-based company into a new direction.
Renowned for its ground-breaking projects in high performance battery systems and electrification, WAE Technologies was initially established in 2010, under the Williams Advanced Engineering name, as an offshoot of the Williams F1 team, founded by the revered, late Sir Frank Williams.
With the business being acquired in its entirely by Fortescue in early 2022, WAE’s new focus has been to drive progress and combat climate change through advanced engineering and technology services, enabling Fortescue to become a major player in the growing global market for green industrial transport equipment. To mark this historical turning point, a new corporate identity has been launched.
WAE’s battery technology is also a critical element of Fortescue’s fully costed plan to achieve real zero by 2030, the first heavy industry company in the world to have such a plan.
New company name
WAE has previously operated under the Williams name – Williams Advanced Engineering – through a license agreement as part of Williams F1 ownership. With the license expiring in 2023, and a separation of the two companies with Fortescue’s acquisition, WAE will no longer use the Williams Advanced Engineering name.
Moving forwards, the company will now be known as WAE Technologies Limited, with its subsidiary businesses sharing the WAE branding (WFT WAE Foresight Technologies and WAE Joint Ventures Limited). The ‘WAE’ will not stand for anything but will continue to be pronounced as individual letters ‘W’, ‘A’, ‘E’, rather than the word ‘WAE’.
Updated logo and branding
In line with the changes reflected in the company name, WAE Technologies has adopted all-new branding. Echoing the change of direction, the new logo incorporates a modern and innovative feel. The name ‘WAE’ becomes the centerpiece of the new logo, with a contemporary typeface that evokes a futuristic feel.
Commenting, WAE Technologies CEO Craig Wilson, said: “We are now entering a new phase in the company’s growth plans and the time is appropriate for a new name and branding which reflects our position as a leading, stand-alone business. Under the stewardship of Fortescue, our mission is to drive progress and combat climate change through next-gen technology. We want to take this opportunity to thank Williams F1 for all its support over the years, as we move into the next exciting chapter as WAE Technologies.”
About WAE Technologies
WAE Technologies is a world-leading technology and engineering services business delivering pioneering innovation to improve performance, efficiency and sustainability to a global customer base.
Combining cutting-edge technological advances and the industry’s best engineers with precision and speed to market derived from the ultra-competitive environment of motorsport, WAE’s capabilities cover a wide range of disciplines.
The company provides ground-breaking innovation covering advanced battery and electrification technologies and product development; aided by advanced simulation, testing, rapid prototyping and volume manufacturing. Working in close collaboration with our customers, WAE remains committed to meeting the continued sustainability challenges of the 21st Century.
The company can trace its foundations back to 2010 when Williams Grand Prix Engineering Limited began diversifying its operations; a division which later became Williams Advanced Engineering. WAE has grown from an embryonic business in 2010 to a company which employs approximately 600 people engaged in leading-edge and transformative technologies for a growing list of Tier 1 clients.
Following the acquisition by Fortescue, which completed in March 2022, WAE will continue to service its existing customers and commercialize new technology opportunities, in addition to playing a key role in supporting Fortescue’s decarbonization strategy.
The company was honored with the Queen’s Award for Enterprise in Innovation 2018.
For more information see www.wae.com.
About Fortescue
Established in 2003, Fortescue (FMG) is a proud West Australian company, recognized for their culture, Values, innovation and industry leading development of infrastructure and mining assets. As one of the world’s lowest cost iron ore producers, Fortescue is now shipping at an annual rate of over 180 million tons with more than 1.7 billion tons of iron ore delivered to their customers since 2008. Fortescue Future Industries (FFI), a subsidiary of Fortescue, is a global green energy company committed to producing green hydrogen, containing zero carbon, from 100 percent renewable sources. FFI is leading the green industrial revolution, developing technology solutions for hard-to-decarbonize industries, while building a global portfolio of renewable energy, green hydrogen and green ammonia projects. FFI is also leading the world effort to decarbonize hard-to-abate sectors and is responsible for the proposed decarbonization of one of the biggest resources companies in the world by 2030 – its parent company Fortescue Metals Group www.fortescue.com.