Abstract: An illuminated sign or light box includes a face having face material forming a desired face design with at least a portion of the desired face design comprising a light transmitting, substantially non-diffusing window. At least one tubular fluorescent light bulb is positioned behind the face. A substantially specular reflector which serves as a mirror is positioned behind the fluorescent light bulb. The reflector has a predetermined shape and the fluorescent light bulb is positioned such that when the sign or light box is viewed by a viewer from a predetermined viewing region, the viewer either directly sees the fluorescent light bulb or directly sees a substantially specular reflection of the fluorescent light bulb through the light transmitting, substantially non-diffusing window portions of the sign face.