BEFORE
Genetically Modified Organisms
AFTER
+Food
selective plant breeding have been used for thousands of years. This turned to branding agency Collins, which developed a universal symbol that telegraphs bioengineered—or “plussed”—products to consumers. “The ‘+’ is familiar as a shorthand for ‘better,’ appearing in everything from entertainment, with Disney+, to education, with Pearson+,” says Brian Collins, the agency's CEO and creative director. “Leading with the ‘+’ implies an inherent quality.”
