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?
You have a few choices depending on what browsers you need to support. You could make the logo a background image and then change the image on hover. (or sprite the image so that you don't get a flicker)
Or you could try a combination of CSS opacity and microsoft filters for older versions of IE. http://www.w3schools.com/cssref/css3_pr_opacity.asp
Since you mention you have a dark background you can try some of the new CSS filters (saturation, brightness etc) but you're out of luck for IE. http://www.html5rocks.com/en/tutorials/filters/understanding-css/