2012 Features

Your logos

Click on the gallery to see how electroluminescence could work on your alternative 2012 logo designs.

James Dadoun is the managing director of EL International, a company that specialises in electroluminescent technology – a lighting source that can be used to illuminate posters, billboards and, yes, logos. In fact, Mr Dadoun is evangelical in the potential uses for electroluminescent technology, or EL for short.

"It is paper-thin, flexible, and laminate and we can produce them to any size, any shape, and print any artwork. It can be statically illuminated or animated to any sequence."

"I'm always thinking of new ways of using this technology – it's paper-thin and so lightweight you can put it anywhere," says Mr Dadoun in his company's offices in Piccadilly. "You can put a cigarette through the middle and it will still work – it's very durable."

So what is it? Electroluminescence occurs when a small electrical current is passed through a material, in this case organic phosphor, and light is produced as a result. It uses 90% less electricity than other light sources and it is landfill friendly - important factors when products need to be seen as 'green' as possible.

The discovery of this phenomenon is fairly old, dating back to the 1930s, but it has only been in the last couple of years that it has developed sufficiently for it to become commercially feasible – rivalling more prevalent light-sources such as neon and L.E.D.

James Dadoun runs with the company his cousin Jon, and they have already had considerable success with this new lighting source. They have used electroluminescence to produce animated advertising for mobile phone companies, vending machines, bus shelter campaigns and even the Regent Street Christmas lights.

Of course, not everyone will be pleased with this new technology. It means more light pollution on our streets and advertisers will have another way of invading our public spaces. Since 1998, the money spent on outdoor advertising has grown by 66% - over £900m was spent last year alone. Obviously, when the poster or billboard is animated, it will make it that much harder to ignore!

But electroluminescence is a striking effect. Think of a piece of shiny paper, which lights up and suddenly it comes to life. It can be of any size; it can have any design and bent or shaped to your will. Although it is geared for outdoor advertising, it can be wrapped around cars and used on t-shirts or baseball caps. So, understandably, Mr Dadoun is keen to get his hands on the 2012 logo.

"When I first saw the logo, I thought it was very graffiti-style. I didn't think it was particularly classy or would appeal to the majority of people."

"I wouldn't go as far to say it was ugly, I thought it was nice enough, but I think it lacks the wow factor. But I did see the potential for my product to incorporate with the 2012 logo because it would improve it and make it stand out. It will look so much better with animation."

Mr Dadoun will be contacting the Olympic organisers to offer his services and only time will tell if the 2012 logo, animated or not, can manage to worm itself into the public's affections.