All posts tagged: lot of very recent spy-thriller history

Why the + is everywhere

Why the + is everywhere

This is an edition of The Atlantic Daily, a newsletter that guides you through the biggest stories of the day, helps you discover new ideas, and recommends the best in culture. Sign up for it here. The plus sign is everywhere in the world of branding. It’s cool (sort of), capacious, and wholly unoriginal. At least it’s difficult to mock. First, here are three new stories from The Atlantic: The Power of the Plus The other day, while reading an article in The Wall Street Journal about 23andMe’s glamorous rise and disappointing fall, I came across one line that I couldn’t stop thinking about: “As media companies launched streaming ‘+’ channels, [Anne] Wojcicki rolled out 23andMe+.” This detail gave me pause—here, too? But maybe I shouldn’t have been surprised to learn that the CEO of a biotech company had tacked on the symbol. The humble plus sign has become a hallmark branding tool in tech, media, TV streaming, and beyond. Streaming in particular is an industry overrun by the trend. At this point, nearly every …