For me, one of the many memorable moments from Drupalcon Szeged was something that Mark Boulton said about what the Drupal community does with the Druplicon.
For those of you that don't know, Mark Boulton Design was chosen by the Drupal Association for the re-desing and re-branding of Drupal.org.
During a session at the conference that introduced Mark Boulton Design to the Drupal community Mark talked about "Brand" being much more than just a logo. A Brand is about consistency. A Brand is a reflection of the attitude and ideals and the essence of a company / group / product. (I am paraphrasing).