UMBC’s mascot, the Chesapeake Bay Retriever, and its characterization, True Grit, are important parts of our campus culture and history. Students, alumni, faculty, and staff refer to themselves as “Retrievers” with a great deal of pride. The Chesapeake Bay Retriever, as a breed, exhibits a number of qualities found in UMBC’s students and alumni. They are extremely hard-working; sensitive and serious; and intensely loyal and protective of those they’ve grown to love.
Language and imagery related to the “Retriever” is woven throughout a variety of campus communications, on websites, print pieces, letters, signage, clothing, and more, including the campus magazine.
As we use the Retriever to help communicate the UMBC story, please follow these important guidelines to help maintain a consistency of brand and message:
- While the Retriever image, logo, and related Athletics marks are linked to many aspects of UMBC life, they should not be used to represent academics at UMBC. Consider, instead, using photographs of students, the library, the Honors logo, etc., to represent the academic element of the UMBC experience. For more information about proper use of the athletics logo, click here.
- No member of the UMBC community stands alone. When we use images of the Retriever statue, we should display it in a way that reflects our community. For instance, instead of displaying an image of the statue alone, it might include members of the community surrounding it.