A flame simulating assembly including one or more light sources for producing light, a screen to which the light from the light source(s) is directed, to provide a number of images of flames thereon viewable via a front surface of the screen, and a rotatable flicker element. The flicker element includes an elongate rod defined by an axis thereof about which the rod is rotatable. The rod is positioned at a preselected elevation above a base of the flame simulating assembly. The flicker element also includes a number of paddle elements located on the rod, for intermittently reflecting the light from the light sources from the paddle elements to the screen respectively as the flicker element rotates about the axis, to provide the images of flames on the screen. The light sources are located substantially at the preselected elevation and proximal to the flicker element.