An improvement in LED lighting simulative of neon lighting comprises a light cable (3). A clamp (2) coupled to the cable (3) holds an end of the cable (3) in a predetermined bend, and an LED (14) is optically coupled to the cable (3). A support (11) is coupled to the clamp and includes a surface (34) adjacent to the cable (3) to reflect light incident on its surface, which is a diffuse reflector. A clip (4) retains the cable (3) on the support (11). The clamp (2) is at least partially opaque and shields an end of the cable (3) to simulate a neon tube. The LED light source (14) comprises a housing (12) to which the clamp (2) is coupled, and comprises an LED emitter and a reflector. The clamp (2) is mounted on a substrate (21) and at least one additional sign element mounted to the substrate, such as an LED backlit sign element.