Abstract: An illuminating display device for limiting the travel direction of beams. This device includes a main body which is transparent; a display layer disposed on the surface of the main body and including a display mark composed of a cut-out section; a reflective layer formed in the cut-out section on the surface of the main body and having a pattern including light beams reflecting parts and light beams transmitting parts respectively scattered thereover; and a light source disposed in the main body. In this construction, the main body includes a refracting medium, disposed in a passage for light beams emitted from the light source, for regulating the direction of beams which travel outside the device by refracting the beams.