[tomelders]

Branding is definitely about function, but the way branding functions is very esoteric and generally intended to be subliminal. But when you're working on branding, good designers work to a plan. They know what the client wants to say and they say it. Bad designers (like those with a style) post rationalise their work, and that's a dishonest and ineffective approach to design, in my opinion of course.