Self illuminated back and front lit shaped and two-sided signage. The signage includes a turning film having a structured surface for redirecting light and a diffuser providing for diffusion. The shape of the signage from a viewer's perspective provides the content, such as letters, to be conveyed to the viewer. Two-sided signage includes two signs arranged back-to-back, each including a turning film having a structured surface for redirecting light, a diffuser providing for diffusion, and a printed graphic. In the two-sided signage, the turning films receive light from an ambient light source and direct the light via the structured surfaces toward viewers of the two graphics in order to passively illuminate the signage. The two-sided signage can be shaped to provide content via the shape and graphics.