General Idea was formed in the late 1960s by AA Bronson, Felix Partz and Jorge Zontal. The group was a pioneer of conceptual and collaborative art/design practice. They often used and subverted popular culture and mass media (running shops, holding beauty pageants, making postcards). In 1986 the group moved to New York and their work focused on promoting AIDS awareness. After amending Robert Indiana’s famous ‘Love’ design to replace the word LOVE with AIDS, the logo was reprinted on bags, billboards and fly posters as well as wallpaper.