We have a name for the newest independent Atlantic League team, as the New Britain Bees and a front office that includes longtime local baseball exec Bill Dowling were unveiled.
Today’s press conference included New Britain Mayor Erin Stewart, newly named Team Special Advisor Bill Dowling, Principal Owner Frank Boulton, Partner/Advisor Michael Pfaff and Atlantic League Executive Director Joe Klein.
“Bees” was chosen from a final list of five, which included Stingers, Hornets, Hammer, and Hard Hitters. Winners from the public “Name the Team” fan vote were on hand as well to receive prizes, including 2016 season tickets and suites.
Boulton was a league founder. Dowling is a former co-owner and CEO of the New Britain Rock Cats (Class AA; Eastern League), the team leaving New Britain Stadium to take up residence in a new Hartford ballpark as the Hartford Yard Goats.
During the press conference, two team wordmark logos were unveiled, along with team colors of gold and black. The wordmarks were designed by Skye Dillon of Skye Design Studios, a brand identity and design firm located in the greater New York City area. 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, beginning with the complimenting wordmarks unveiled today.
The roman lettering was rendered to feel as if it were crafted from metal, bold and strong like the city. As with the script version, each letter is connected by honey, and a beehive icon has been integrated to reinforce this sense of community.