A dynamic message sign includes a front housing defining a viewing window and an interior. A LED assembly is in the interior for displaying a message within a cone of vision. A louver assembly limits the cone of vision. The dynamic message sign may also include a back frame for supporting the front housing and a bracket for setting the front assembly at an angle with respect to the back frame. The LED assembly can include a plurality of LED pixels arranged in rows and columns. The louver assembly can include a plurality of louver racks, each louver rack extending adjacent to a column of LED pixels.