The corporation's commercial playout and multimedia arm was bought by Australia's Macquarie Capital Alliance Group for£166m in July but was allowed to continue trading with its name for three months after the sale.
BBC Broadcast's director of sales and marketing, John Pink, explained that the company's new logo, which represents graphic equaliser signal bars on mobile phones, symbolises the "strength and architecture" of the new Broadcast Centre in west London.
The company's chief executive, Pam Masters, added that the spelling as "Bee" came from an internal brainstorm when they were looking at some of nature's expert navigators. "As a company facing the digital future we need to help the consumer become equally adept as navigators," she explained.
Pink said that the new company decided to stick with the BBC's official corporate colour - which has been red since a branding exercise in April 2002 by an in-house design team. While most of the redesign was done in-house, design agency Antidote also assisted with ideas on the cost-conscious rebrand which Pink revealed cost "tens of thousands of pounds, not hundreds of thousands".
As the company grows into its new brand, Pink also added that it is looking at potential acquisitions and new markets and expanding in the areas of mobile and navigation.
The new name will be launched on Monday (31 October) and, although the company will operate as Red Bee Media, it will have the strapline "formerly known as BBC Broadcast" underneath for the next few months.
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