A direct view LED lamp (10) comprising: a heat sink body (12) having a longitudinal axis (14) and a wall (16) having an exterior (18) and an interior (20). A cavity (22) is formed in the interior (20) and is defined by a circumferential side wall (24) and a back wall (26). A circuit board (28) is positioned in the cavity (22) adjacent the back wall (26). At least one LED (30) is mounted on the circuit board (28) facing in an axial direction parallel to the longitudinal axis (14) and away from the circuit board (28). An optical light guide (32) is positioned adjacent the at least one LED (30). A housing (42) spans the cavity (22) and has a coupling face (44) to mate with the heat sink body (12).