A vehicular illumination system includes an illumination module disposed at an exterior portion of a vehicle. The illumination module includes a reconfigurable display element and a light source operable to emit light. When the light source is operated, light emitted by the light source passes through the reconfigurable display element and the illumination module projects an icon established by the reconfigurable display element. The reconfigurable display element is reconfigurable to form the icon responsive to one of (i) a user selection of an icon and (ii) programming of the reconfigurable display element for an icon. When the light source is operated, light emitted by the light source passes through the reconfigurable display element and the illumination module projects the icon of the reconfigurable display element onto a surface exterior of the equipped vehicle.