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Excited-state intramolecular proton transfer (ESIPT) in the 2,4,5-triarylimidazole molecules was studied by spectral-luminescent technique. For 4,5-diphenyl-(2-hydroxyphenyl)imidazoles, the ESIPT occurs in both liquid and glassy matrices at 77 K. For 4,5-diphenyl-(2-hydroxynaphthyl)imidazole, the ESIPT requires rotation of molecular fragments and is not observed at 77 K.