The "un-bending" appears to happen from left to right on the text. Bending around center in 3D Stroke does not work since it applies to both edges of the text at the same time. What are the right settings in 3D stroke to get that?
BTW, I have tremendous admiration and respect for Mark Allin, Tim Clapham, and all the artists at HYPA....if you haven't seen their work, by all means check it out at http://www.hypa.tv
I don't think there is anything special to this... It's merely a matter of properly combining animated parameters. In addition to the bending they simply used the rotaion around Y in combination with the position. Perhaps they even animated the mask during the unwrap, but it doesn't look this way to me. If you look closely, the logo is being unrolled around the center, no matter what. It's just being repositione during animation.