Abstract: A sign body has light transmitting side panels for displaying information. The panels are arranged adjacent each other in a relationship that provides a top opening for entry between the panels of light emitted from fluorescent tubes in a light fixture mounted in the ceiling of a room. A reel having a spindle on which a web similar to a household window shade is wound. The sign body is supported on the free end of the web. The sign body can be raised manually sufficiently for the top opening to be near the light source for illuminating the panels from inside of the body and the body can be held there by tension in the web. The body can be pulled down manually in which case the web unwinds and holds the sign body at a level above the floor of the room so the sign can be accessed for maintenance or exchange of information bearing media.