You change the logo in several ways. You can upload a logo to Confluence's global or space admin panels, which will override the one in the Zen brand. Another way is to upload your logo in Zen's Brand Designer (on the Images panel), click Apply, then reopen the Brand Designer and in the Logo & Color Palette panel, select your new image for the logo (you can use the positioning entry to adjust it's vertical location). More details are here: http://www.stepstonetech.com/display/help/Custom+Logos+and+Logo+Target
The toolbar can be hidden for Anonymous users in the Brand Designer's Toolbar panel. Uncheck the "Show To Anonymous" box (you may need to scroll down to see it).
Breadcrumbs color can be adjusted, again in the Brand Designer, on the Breadcrumbs panel. The first field ("Breadcrumbs") is a color picker and will do the job.
Finally, you can toggle Page Title (and other page elements) using the Page Designer option in the toolbar (for pages overriding the Master Layout) or in the Master Page Designer menu option (displayed on the Master). Click the Page Title box to switch it on and off. More information can be found here: http://www.stepstonetech.com/display/help/Columns%2C+Sections%2C+and+Page+Display+Details
I wanted to add a point to Darryl's answer. If you are unfamiliar with the Brand Designer, this 5-minute video will show you how to use it:
Please keep in mind that "Brand Development Mode" requires access to the Confluence Admin Console, and should only be enabled in a development or test server. (Brand Development mode can degrade performance, and should therefore not be used on a production server.)
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