During the Extended Terms, Landlord may impose a reasonable signage rental fee, and adjust such fee periodically as Landlord reasonably determines, based on the then-current rental value for comparable signage. Tenant's rights to utilize the Building facades for signage is limited to signage related to the business of Tenant only (and in the event of an assignment or sublease pursuant to the provisions of this Lease, the business of such assignee or sublessee). Tenant shall have no right to sublet the signage space, nor otherwise earn a profit therefrom. - http://contracts.onecle.com/looksmart/second.lease.1999.05.0...

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Typically, tenants in San Diego do not pay monthly rental fees for signage. In large markets such as New York, Los Angeles and San Francisco, premiums may be placed on building signage due to the location of a high-profile building or intersection. - http://hughesmarino.com/san-diego/blog/2011/03/01/negotiatin...