A semi-transparent sign includes a reflective display, multiple layers and a control circuit. The reflective display may be semi-transparent, have a first side subject to a thermal load, have a second side opposite the first side, and configured to generate a plurality of visible images. A heat sink layer may be attached to the first side, be transparent, and configured to carry heat energy away from the reflective display. The thermal layer may be attached to the heat sink layer, be semi-transparent, and configured to reduce an intensity of the thermal load reaching the reflective display. The warming layer may be attached to the second side, be transparent, and configured to heat the reflective display in response to an electric current. The control circuit may be configured to control the electric current to the warming layer based on a temperature signal indicating a temperature of the semi-transparent sign.