New Britain Bees unveil new character logo


The New Britain Bees, the newest addition to the independent Atlantic League, have not played a game yet, but they’ve already added a new logo to complement their original identity unveiled back in November. The team announced the logo on social media, posting the logo on Facebook with a simple, “New Character Logo unveiled…thoughts Bees Nation?”

Thoughts were generally positive, with the consensus being that “that guy is adorable.” I mean, he’s so sweet, his bat is literally dripping with honey, so how could you not like him?


new-britain-bees-primary-logoThe uniform and primary logo, designed by Skye Design Studios in New York, were unveiled last November, when it was announced that the Bees would replace the Double-A New Britain Rock Cats, who were moving to Hartford, Connecticut, to become the much-ballyhooed Yard Goats.

The Bees name derives from New Britain’s nickname, “Hardware City,” which is emblazoned on an alternate jersey. Per the team’s website, “New Britain’s nickname, the ‘Hardware City,’ is inspired by its manufacturing heritage as well as its status as home to Stanley Black & Decker, a world leading provider of tools and storage. Its motto—’Industry fills the hive and enjoys the honey’—is a direct reference to this robust history and inspired the new Bees’ identity.”

The Bees will make their on-field debut next month when the Atlantic League begins play.