An illuminating display including a transparent substrate in the form of a sheet or slab having an upper face, a lower face and a plurality of edge faces. The edge faces are provided with an internally reflective treatment and at least one light source associated with the substrate, causing a relatively narrow beam of light rays to emanate into said substrate. At least one reflective surface arranged internally of said substrate to operatively internally reflect light rays from said at least one light source within the substrate. Either (or both) the upper face and the lower face having material in contact therewith for directing light from within the substrate out of a face. The display may be employed in combination with a liquid crystal display (LCD) assembly.