Secondary & Tertiary Logo Marks

last week, a client remarked that art i’d created was “also” her logo. she sells collegiate goods for pets and pet lovers. i clarified that it was designed to supplement her primary logo (shirt sleeve graphic, collar charm, etc). i explained that some corporate identities extend to secondary and tertiary marks to accommodate merchandising. the practice is common in the sports world. in the case of the philadelphia eagles, the team preserved their traditional graphic (helmets had always featured eagle wings) and introduced a new pair of icons (a typographical treatment and menacing head).