Shelf assemblies that display illuminated indicia

A shelf assembly comprising:

• a shelf panel having a top surface, a bottom surface and a front surface that is generally perpendicular to the top surface and the bottom surface;
• a frame comprising a frame segment that covers a portion of the front surface of the shelf panel;
• and
• a lighting system that emits a first portion of light in a first direction toward the frame and a second portion of light in a second direction away from the shelf panel and/or away from the frame;
• wherein the first portion of light travels through the frame segment that covers the portion of the front surface of the shelf panel to illuminate an indicia and the second portion of light illuminates an area beneath the shelf panel, and
• wherein a) the frame is partly covered by a substantially non-transparent or substantially non-translucent material applied to the frame to produce a covered frame segment and an uncovered frame segment and wherein the uncovered frame segment is the illuminated indicia, or b) the illuminated indicia is an open segment within a perimeter of the frame.