It's still an unresolved "problem" in "fluorescent" (or painted) business signs in the US --Crate & Barrel, for example. You will see this is most business (Main) Streets.
Some rotate 90, maybe most don't, but there are those that do. Also, some "go (read) up" some "go down".
Some rotate 90, maybe most don't, but there are those that do. Also, some "go (read) up" some "go down".