The visual identity for Red Bee was created by design firm Antidote with input from Red Bee's in-house design teams.
The logo features a stacked "Red" and "Bee" with the Es as horizontal bars referencing graphic equalisers and mobile phone strength bars -- reflecting some of the services the company offers.
Pam Masters, chief executive of Red Bee Media, said the company wanted a name that reflected its history and breadth of services.
"We wanted a name that reflected where we have come from. When we were broadcasting and presentation we were known as B&P. As BBC Broadcast we have been known as BBCB. So an evolutionary step was to play with the sound 'B'," she said.
Masters said that the spelling as "bee" came from an internal brainstorm.
"We were looking at nature's expert navigators, because as a company facing the digital future we need to help the consumer become equally adept as navigators. We have always used red as our colour property and this gave added strength to the name."
The BBC sold BBC Broadcast to an Australian financial consortium made up of the Macquarie Group and Macquarie Bank in June this year.
The business was put up for sale as a result of internal reviews by BBC director-general Mark Thompson on how to make the BBC more accountable to its licence-fee payers.
As well as axing 3,750 staff over three years and moving a further 1,500 jobs north to Manchester, Thompson warned the BBC's commercial operations would be reviewed and potentially put up for sale as part of the £320m cost-saving initiatives.
Red Bee Media offers a range of media services including transmission, outside broadcast, mobile services and promotional services such as creating new idents.
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This article was first published on brandrepublic.com