It is branding. Anarchist movements need branding just like any movement. It's how messages spread and people join. The circled A, 1312, The Black Cat; All of these are part of the anarchism brand.

A brand isn't inherently commercial. It's only when you start selling it, and selling anarchism isn't inherently bad as well people need money to survive and if you can make it while also spreading an ideology why shouldn't you.

The problems start when you start using authority to sell things, thus acting completely opposite to the message you are spreading, as long as you make the branding/products yourself it's still anarchy.