Illuminated signage and badges

An illuminated device, comprising:

• a printed circuit board;
• one or a plurality of light emitting diodes mounted on the printed circuit board;
• a lens positioned over an associated one of each of the plurality of light emitting diodes, the lens having a continuously curved side wall, a recess at a bottom of the lens in which the associated light emitted diode is located, and an inverted conical recess at a top of the lens redirecting light propagating upwardly from the light emitting diode into the bottom of the lens outwardly through the curved side wall;
• a reflective layer disposed over the printed circuit board, the reflective layer being patterned to expose the light emitting diode(s);
• an optically transmissive lightguide layer disposed over the reflective layer;
• and
• a patterned light mask disposed over the optically transmissive lightguide layer, the patterned light mask having opaque portions and transparent or translucent portions, wherein transparent or translucent portions of the light mask overlay the reflective layer and opaque portions of the patterned light mask overlay the light emitting diode(s).