The New Britain Bees colors are black, gold, and white. The primary logo features the "Bees" wordmark in a Roman font with a metallurgy-inspired serifs. The gold outline surrounding each letter alludes to honey, complete with a stylized beehive.
History
In October 2015, it was announced that New Britain would be home to a new Atlantic League team for the upcoming season. On November 6, 2015, The Bees got their nickname. "Bees" was chosen after a community fan vote with a local newspaper. The other name finalists were "Hammers", "Hard-Hitters", "Stingers" and "Hornets". On December 8, 2015, The Bees announced Patrick Day as the first General Manager in franchise history. Day joined the Bees after previously serving as the General Manager of the Southern Maryland Blue Crabs. On December 16, 2015, Stan Cliburn was named the first manager of the team, he had previously served as manager for the New Britain Rock Cats. On January 10, 2017, The team announced that Patrick Day would step down as General Manager to pursue another job opportunity with the Fresno Grizzlies. Gerry Berthiaume was named as his replacement. Berthiaume had previously been involved with professional baseball in New Britain, as he served as General Manager of the New Britain Red Sox and New Britain Rock Cats. Just a week before the opener of their second season, it was announced that the Bees majority ownership was sold to a group led by Anthony Iacovone. Iacovone is the chief executive officer of the digital advertising technology company AdTheorent. Frank Boulton and his group continue to be connected with the club as minority owners. On September 27, 2017, The Bees announce yet another new General Manager, the third in three seasons, as Gerry Berthiaume announced his retirement from professional baseball after only one season with the Bees. Brad Smith was named the new GM after serving as the Vice President of Business Development for both the Bees and Bridgeport Bluefish. Smith's baseball experience dates to 1995 as a concessions intern with the Chattanooga Lookouts, working his way into a president/GM/ownership role from 2005-2015 with the Kannapolis Intimidators. While with Kannapolis, Smith negotiated the team's stadium lease and naming rights, as well as managed the day-to-day operations of the team and facility. He also has experience as the owner and president of the Wilmington Sharks, a summer collegiate team in the Coastal Plain League from 2014 to 2016. On November 17, 2017, it was announced that former New York Mets second baseman Wally Backman would become the second Field Manager in franchise history, replacing Stan Cliburn. But that would only last one season. A little over a year after being named Manager of the Bees, Wally would take the open manager position with the Bees' division rival Long Island Ducks, leaving the Bees to find their third field manager in four seasons. On January 8, 2018, the Bees announced that New Britain native & former MLB pitcher, Mauro Gozzo, would take over as field manager in 2019. Gozzo spent the 2018 season as New Britain's pitching coach under Wally Backman. Before joining the Bees coaching staff in 2018, Gozzo spent some time as a private instructor for players such as MLB pitchers Matt Cain & Drew Pomeranz. It was reported on October 3, 2019 that the Bees might no longer play in the Atlantic League come the 2020 season. Neither league nor team officials would comment on that, but the team's assistant general manager said, "There will be Bees baseball in New Britain in 2020". On October 28, 2019 the Bees announced that they will be joining the Futures Collegiate Baseball League and will also be host the 2020 FCBL All-Star Game on July 14, 2020
