My favorite brand right now is Stumptown Coffee. I've never met the owner, would like to, but wouldn't be surprised if he's never worried about his "brand."
I'm pretty sure there isn't a brand bible, an approved pool of logos and standardized typeface. Firstly, they are only four or five locations with two in Seattle and the original few in Portland so it would be overkill. Secondly the whimsy and design variety is too wonderful to be mandated and gives the experience a interesting mystery.
Most importantly though they are very good at what they do; making coffee and serving coffee. They don't try to be an authentic Italian espresso bar, a tropical paradise, an efficient branded third place, or a crew of bitter underemployed masters grads. Nope, they are just some folks from the Pacific North West who want to know where they coffee comes from, go there to get it, roast it themselves, pull it themselves and educate customers themselves. A full circle shared experience.
Each location is completely unique, every brochure or pamphlet itself is unique, the only consistency I've noticed apart from great coffee are the killer beards on the baristas, but that's another story.
One of my favorite things is their use of typography in their materials and store designs. Tragically at a coffee cupping today I was too into the coffee in the roasting room to snap a shot of the giant iron welded three foot tall word "DRUG" on the wall.
This probably seems esoteric but it's been a great source of brand inspiration. I promise to get you all more photos next visit...