Your Logo in Lights?


Many of us have daydreamed about seeing our names in lights, but what about your logo design? Light up logos and other wireless electronic marvels just may become a normal, everyday part of grocery shopping if a new technology logo trend takes off.

Fulton Innovation recently showed off this interesting new invention at CES in Las Vegas. The technology is more complicated than it sounds—the light up logos and the necessary wiring are embedded into packaging surfaces, which can then receive electricity by induction from shelves or other specially created surfaces. Surfaces are created with a primary transmission coil, while secondary receiving coils are placed in the product packaging. The charge is transmitted in a wireless manner. The technology behind this advance is called eCoupled, and Fulton Innovation plans to use it in a variety of ways. Not are light up logos in the works, these advances can be used to create self-heating cans of soup and frying pans that beep when their contents begin to simmer.

This is not a new idea for people who recall the animated cereal boxes in the futuristic film Minority Report. However, this concept is no longer relegated to the future. Logos, even in packaging and other low cost, disposable media, can be lit up and even animated using the latest technology. More important, they can be electrically powered without ever physically touching a power source.

There are other uses for eCoupled technology as well. Fulton is already negotiating with cell phone manufacturers that are interested in powering phones without a drawer full of cords in every American kitchen. In addition, manufacturers and retailers could use the technology to keep a wireless inventory, with each box or even each unit reporting to a central computer. Your cupboard may someday report its contents to a central computer, which will then send a grocery list to your smartphone. The possibilities are endless.

In the demonstration at Las Vegas, the cereal boxes in question did not just contain lights; they actually turned them on in response to stimuli. When a person walked in front of a specially placed camera, the box lit up. The same technology can be used to report nutrition facts and other information aloud.

Maybe you aren’t ready for light up packaging, and that’s okay—for now. It will be months and even years before brands can obtain and begin to use eCoupled technology. In addition, many brands will have to decide whether the Wow factor will translate into sales that pay for the high technology placed in a piece of disposable cardboard. However, the future is here, and businesses will have to find new ways of working both with new technologies and around them. It will be even harder to woo a consumer base that sees an entire aisle of the grocery store light up for them. This will be the challenge for many brands in the future.

Will your logo take your business into a future with light up packaging and animated cereal boxes? Maybe it’s time to talk to a logo designer after all.