The landlord`s signalling system attached to the lease agreement often extends over several pages and is very specific with regard to general and specific requirements and specifications for the tenant`s signage. Often, general requirements and specifications are forbidden in signage: Branding is today everything. Most companies want their brands everywhere, including in their offices. Therefore, signage is an important appointment for many tenants and, in four respects: (1) nature; 2) the appropriateness of signage; (3) the right to ensure that other tenants do not have signage that has a negative effect on the original tenant; and (4) installation and maintenance costs. Large tenants in neighbourhood shopping centres are entitled to approve outdoor signage in the centre as well as their right to approve other important changes to the location plan for the centre. Few homeowners are willing to accept such provisions without substantial negotiations. Often, the majors will be satisfied with signage standards defined in their lease agreement or in the reciprocal operating contract that governs the signage of other tenants of the centre. These standards generally meet the owner`s signage criteria, which are included in the mall`s leasing form. Building Signs With this signage option, landlords can accept that two tenants share most of the building equally. In this case, both names can be added above the building or in places like the parking lot and the top of the building.
Monument: Many buildings have a monument in front of the building, usually in front of the busiest street, where are listed the main tenants of the building. This signage is a more difficult question, as the place of the monument is limited. If the monument is signposted by the tenant, the celebrity on the sign must be addressed in the rental agreement, i.e. the tenant is placed at the top of the monument and, if the tenant is measurable the largest tenant, he is entitled to a greater part of the monument. Many mall rental agreements have failed due to disputes between the landlord and tenant over signage. A lawyer for a store dealer reports: “I have seen several deals suspended alone on signage. This is what happened after all the other trade and legal issues were resolved. In one case, we disagreed on the size of a certain letter in our trade name, because it determined the size of the other two letters. This also had a big influence on the overall graphic attractiveness of the store. The lawyer on the other side laughed and said, “I can`t believe the size of a letter is going to blow up this agreement.” It turned out that the retailer had a winning effect in the case, but the agreement almost fell out of the way just on this design issue.
It serves to illustrate the importance of design themes for us. There are several reasons why landlords want to restrict their tenants` signage options. Here are some of the reasons: all this means that signage rules are negotiated hot in regional mall or neighbourhood leasing between retailers and tenants.