Building signage

I drove by a big office tower the other day that featured a new signage:

• The biggest font size possible, covering the entire width of the building, no (white) space left what so ever.
• As close as possible to the top, no white space here either
• The characters’ rhythm and spacing seemed to clash with the repeating patterns of the window.

Typical corporate executive thinking: big and high. What should they have discussed with the architect and the signage supplier instead?

• Give the logo space, more white (stone, concrete) space around the graphics creates a much stronger presence
• Adjust the size of the logo based on the characteristics of the building: time the spacing of the characters in such a way that disturbing repeating window patterns are neutralised.
• Avoid the logo being an after thought, instead explicitly reserve space for building signage when designing the exterior of the building