You can use same polarity drivers for both sides of a matrix if you accept
a higher power consumption. The you drive the Cathode lines with NPNs to
GND and the Anode lines also with NPNs to GND while they each have a
pullup to +Vcc. The pullup is in fact the current limiter for that column.
This makes segments-on-columns obligatory but it is inexpensive to
implement using rather beefy medium integration drivers (like ULNs) so you
can make large displays. F.ex. 2 ULN2803s can drive a 8x8 segment extra
large (20mm) LED display with only 8 resistors. Try to beat that part
count (at this current spec - 0.5A/driver!) without using a special driver
part ;-) BTW this display ran off 4.2V (5V+Si diodes) to reduce
dissipation in the R's. The LEDs were green (1.5Vx2 /segment ?).

Peter

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