The price tag
The cost of signage on top of Sydney buildings ranges from $100,000 to $500,000 a year, and naming rights can increase that cost.
North Sydney is appealing to advertisers because it can be seen from the CBD as workers head home for the evening, or stay late, while prominent buildings in the city can be seen from all locations, especially in the eastern suburbs.
“Generally, customers are after brand recognition when advertising on top of buildings,” Ellie Schwab, Dexus head of office portfolio, says.
“Most customers would say it is hard to measure return on investment but they see it as an opportunity to further promote their brand and attracts attention all year round.”
The City of Melbourne Council has different rules again.
“A permit from the City of Melbourne is required for what are known as ‘high wall signs’ – signs that are more than 40 metres above the ground – and one high wall sign is permitted per building elevation, however this does not necessarily mean four signs will be approved ,” a City of Melbourne spokesperson, says. “There is no set maximum signage size, and applications are assessed on a case-by-case basis.
“When assessing signage applications, we will consider factors such as size, design, integration with the building, illumination, messaging and content and any potential effects on amenities or views.
“Wall signs that are more than 40 metres above the ground should only consist of the logos or names of the organisations that have naming rights, or the major tenants, or the name of the building.“
High wall sign permits are generally only granted to companies with naming rights or to major tenants of the building.”
A planning permit is required to erect high wall business identification signage in the Central City and Docklands.
Branding comes in many different forms but putting your name in bright lights is a sure-fire way to make your presence known.