On a shopping street, people see facades at an angle. A flat sign is only readable head-on; a projecting sign, perpendicular to the wall, is read while walking up or down the street. It is usually double-sided and illuminated.
Electroline’s former website already listed the "illuminated flag sign". The main photo shows an illuminated projecting sign with an LED display for a medical laboratory; projecting pharmacy crosses follow the same principle.
