Soldato
Battlelog seems to allow you to create multiple soldiers, DICE have said you can create multiple soldiers without them all having a license, so you'd have to assume there is a way to create a soldier and give it a chosen name. How that works, i dunno. When you looked at your profile, it had a section where it seemed to be showing you your accounts soldiers, whether this becomes your BF3 solider, DLC1 soldier, DLC2 soldier etc ive no idea.
I guess each soldier would have to have a unique name, and its own battlelog page, but it all falls under 1 origin/battlelog login.
Zh1nt0 stated you only have 1 per account, the information given is so ****ed up it's beyond belief.