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Unveiling things by having a velvet curtain or cloth on top (and then lifting it up!) has been done for decades, perhaps centuries. It's not unique to Apple or
by flyosity 15y ago
Unveiling things by having a velvet curtain or cloth on top (and then lifting it up!) has been done for decades, perhaps centuries. It's not unique to Apple or to 37signals, it's a common occurrence that they were expressing digitally.
- DrJokepu 15y agoI'm not arguing with any of that, however these two works share a lot more than just the act of "unveiling", in particular they both reveal a small but identifiable part of a logo. In both cases there's no physical product to unveil (one is a retail store that is too big to be unveiled and the other is a service with no real physical manifestation) so the graphical representation of the product is abstracted away to a logo which is being unveiled. Only showing a small (but identifiable) part of the logo creates a sense of motion, it tells a story. It communicates that there's something new and exciting going to happen very soon in relation to this well known logo. In my opinion this is a creative idea that indeed builds upon the old tradition of unveiling things but it also goes way beyond it.