Nobody who cares deeply about their "brand identity" is going to go this route. Most companies don't care deeply about their brand identity.

To demonstrate that, let's play a game. Go to Hoovers. Pick a major metro area. Drill down into "Banking & Finance", "Investment Management", and then drill into the 2nd or 3rd largest city in that metro area (in Chicago, that's something like Schaumburg or Naperville).

Now Google the top employers in the resulting set, and pick the company with the median-quality logo, and the company with the worst-quality logo.

I'm betting that in some major metros (Chicago is an example of this), the median and the worst-quality logo is worse than the typical 99designs logo.

In webtwopointopia, we're in a very status-conscious, egocentric estuary of the US economy. It's easy to forget that a lot of things we care deeply about (Helvetica! Not Arial!!!) are absolutely irrelevant to most customers.