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Why Our Mascot Doesn’t Look Like Our Dogs — And Why That’s Perfect

People often ask us, "What breed is the dog in your logo?" Some guess he’s a Great Dane, others see a large breed mutt, but the truth is a little more... complicated.

Brian

12/28/20242 min read

Bert and Ernie: The Miniature Schnauzers who inspired the Dogs Are Better brand and Big E mascot.
Bert and Ernie: The Miniature Schnauzers who inspired the Dogs Are Better brand and Big E mascot.

Bert & Ernie

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If you’ve seen our Dogs Are Better mascot, you might assume he’s a Great Dane. Tall. Confident. Bold. While Big E (the mascot) might look like a towering, sleek athlete, his soul is actually a "Frankenstein" blend of our two real-life Miniature Schnauzers: Bert and Ernie.

But the real story is funnier.

Big E — the name — comes from Ernie, one of our Miniature Schnauzers. Ernie is a sweetheart. Gentle. Kind. Built like a plush toy that learned how to walk. He’s the dog who wants everyone to get along and believes snacks should be shared equally among all citizens. Because of his shorter stature and somewhat "robust" physique, I started calling him Big E. He is the heart of our brand. When you see a shirt that makes you go "Aww," that’s the Ernie influence. He’s the reason we believe dogs are better—they provide a level of unconditional love (and nap-time inspiration) that humans just can't match.

The attitude behind the mascot, though?

That belongs to his brother, Bert.

Bert is smaller in stature but ten times larger in ego. He takes his role as head of security very seriously — patrolling the yard, monitoring the perimeter, and issuing stern warnings to any squirrel who dares trespass. He’s convinced he’s the biggest dog in Indiana, and honestly, we’re not going to be the ones to tell him otherwise. Bert provides the "Sass" in our witty apparel. Every time we design a shirt that’s a little bit sassy or calls out the absurdity of humans, we’re channeling our inner Bert. He’s proof that size has nothing to do with how much space you take up in a room.

So, why does the mascot look like a big dog if he's inspired by two Miniature Schnauzers?

It’s simple: No miniature frame could hold that much personality. Big E is a "Hybrid." He has the stout, chunky heart of Ernie and the spicy, "don’t-mess-with-me" swagger of Bert. He looks like a big dog because he represents the Big Dog Energy that lives inside every pup, regardless of their actual size.

Big E isn’t a breed. He’s a vibe.

He represents every dog who thinks they’re ten feet tall, every dog who takes their “job” way too seriously, and every dog who makes you laugh without even trying.

So yes — our mascot looks nothing like our dogs.

But he feels exactly like them.

At Dogs Are Better, we don't just sell shirts. We celebrate the weird, wonderful, and witty personalities of the dogs who really run our homes.

Tell us your dog's nicknames and which runs the show at your home. Also, don't forget to send us pictures of you and your dogs (especially the ones with you showing us your favorite merch!) for our Wall of Fame.