5 Examples of Stellar Logo Design and PackagingThese organizations have used design to create truly robust brands.

When business owners embark on the design process, they may commission a logo, but what they're really seeking is a brand. Because the brand—not the logo—is what consumers will interact and fall in love with and the reason they'll stick around.

One irony of design—the role of which is to make everyday experiences easier and more intuitive—is the lack of clarity in terminology. Design-speak can get fuzzy. So what exactly does it mean for a business to commission a logo, brand or brand identity?