In the early days of advertising, a company's logo was referred to as their brand. In my mind, that term comes from the old west when livestock was marked with a branding iron to show ownership. The Lazy S Ranch burned their mark onto said animals with a branding iron. That mark is commonly referred to as a logo today. The notion that calling a logo or a design-look a 'brand' is about as outdated as the old west. Unfortunately, far too many marketers and agencies refer to logos, letterhead, brochures and other corporate identity materials as 'branding.' Basically, their design look is called their brand. Graphic design shops are experts at perpetuating this misunderstanding.