Lets start with visualisation, this effect is an attempt to recreate the "steamer" effect in the rendering package lightwave. It tries to simulate a spinning light behind a a cut out mask of the letters.
The angles are very important, so have a play with the visualisation tool below, click the "show me" button, then drag the light around, click again to leave it in its new position.
As the light spins, note the angles at which the light effect falls on the ends, and also where the centre lighting effect happens, changing the distance of the light from the text changes the angles, the effect at Ray of Light simulates a very close light to the letters.
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