British Airways unveiled a new identity on June 10, 1997. This was an attempt rid themselves of a stuffy overly British image and become a truly worldwide airline. The new identity was developed with Newell & Sorrell.

A new ribbon symbol was developed, which would sit prominently at the front of the fuselage. It was called the "Speedmarque", hinting it link back to the old BOAC speedbird symbol. The typeface for the name became slightly "softer", but still retained similarities with its predecessor. The amount of blue on the fuselage was reduced in favour of more white. The shades of white and blue became brighter.