These two words are NOT synonymous: Logo. Brand.
Here’s something I heard from a graphic designer recently: “Oh yeah, we’re going to create a new brand for that company. Totally.” No she’s not. She’s not going to create a brand, she’s going to create a brand identity. There’s a difference. Let’s get the terminology straight.
A brand identity job typically includes a logo and graphic standards that dictate fonts and colors for the company’s marketing materials. It’s a valuable service, but those graphic elements, in and of themselves, do not add up to a “Brand.”