![](https://cdn.prod.website-files.com/62cde347c84718916d54db39/6409b0bbe34802b2ff0b5291_Courier-Magazine-Why-A-Good-Brand-Can-Make-You-Cry.png)
Just like an onion, a brand identity has the power to make you weep. As a graphic designer, this is the effect that good (as well as bad) branding can have on me. And I know I'm far from alone in feeling this way. In my column for the Courier Magazine, I dive deep into research about branding, communication design and identity.