The University of East Anglia is claiming to be the first university ever to use a hologram on a prospectus. Its 1997 prospectus cover is designed by UEA graphic design head Donna Youngs and Chris Levine, designer at London holographic consultancy IC Holographic. Youngs was aiming to break away from the hologram as ‘a novelty item found on a cereal packet’. Levine also wanted to change the way holograms are used. ‘They tend to justify themselves purely on their gimmick factor and are generally void of any meaningful image, content or contemporary style of execution,’ he says.

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