Thursday, March 24, 2016

A Hidden Logo No More: Apple Goes Darker in Xiamen, China

When I visited Apple's store in Xiamen, China, during its opening a few months ago, I saw there was no shining Apple logo visible from outside the store. Employees explained this was part of a new look, and one of them told me about an Apple logo hidden on an outside wall. It took me some time, but I found it.

I would be rather impressed if anybody noticed the logo without first being told of its existence.

hidden, barely visible Apple logo on a wall outside the Xiamen Apple Store

The above photo provides an accurate sense of the logo's visibility. Really, it's there. It can be seen a little more easily close up.

closeup of a portion of the hidden Apple logo

As I wrote before:
Employees explained Apple wants people to focus more on the products than the logo and believes its stores' distinctive design will be enough for people to identify them.
Apparently they have had a slight change of heart since then. When I returned to the store today, I saw that the hidden logo isn't so hidden anymore.

darker, more visible "hidden" Apple logo on a wall outside the Xiamen Apple Store

A store employee told me there had been several versions of the logo, each progressively darker to make it more visible, since my earlier visit. I joked that I expect if I come back again the logo will have a border of flashing lights. I refrained from joking about iterative design.

I have questions, such as whether the initial design was truly deliberate and what feedback motivated the latter changes, but answering them would require reliable information about behind-the-scenes decision making. I'll just hope for the lights.

No comments:

Post a Comment