An LED lamp assembly may be formed from a support plate with a first side and a second side. A plurality of LED light sources are arranged and mounted on the first side of the support plate. An axially extending, light transmissive, light guide having an input end with an area sufficient to span the mounted LED light sources, is disposed adjacent the LED light sources to capture their emitted light. The light guide has at least one light deflector. The input end of the light guide is disposed to receive light emitted by the LED light sources and to conduct such light axially through the light guide to the deflector for projection sideways at an angle to the axis so as to appear s if the deflecting surface is a light source.