My last post concerned the versatility of a logo and its ability to apply to different forms of marketing.  However a logo can't be too flexible. For it might not represent it's product well enough to create a recognizable image.  Unilever is a huge company making many different types of toiletry products, but their company is known more so by its underlings like Dove and Axe.  These smaller brand names make up different variations of the same thing.  The shampoo formula in a Dove product might be nearly identical to the formula in the Axe product.  However the actual company. Unilever, could charge more or less for each version, and have completely different target markets.  This brings to my point. Sometimes it's better to have a parent company controlling your brand and create a whole other name to go for another market. In the case of "Salt Life", It might have been better to create whole new line dubbed "Snow Life", and trademark both under a semi unknown new name.  This way the same company can hit two markets with less risk of disgracing the the whole company's name, if one of the brands fails the original can stay intact.  This is a much better business model than keeping the whole of all products under one brand, and trying to create a versatile logo that applies to all products.