Light up image on hover

Question

Take a look at http://www.kickstarter.com.

When you hover over their logo, the image lights up. Is this effect doable without using a different image on hover?

Answer 1

The original CSS has:

img:hover {
    filter: alpha(opacity=80);
    opacity: .8;
}

Fiddle: http://jsfiddle.net/praveenscience/hfUpk/