An internally illuminated sign having indirect illumination provided by light emitting diodes (LED). A plurality of LED's are mounted on a printed circuit board (PC board) and mounted within the sign. The PC board is offset to a side of the sign housing with the somewhat directional LED light source directed toward a reflector. The reflector is angled to convert the generally narrow directional light source of an LED into a substantially even, diffused and non-uniform light distribution pattern.