Signage Landlord retains absolute control over the exterior appearance of the Building and the Project, and the exterior appearance of the Premises as viewed from the Common Areas. Tenant will not install, or permit to be installed, any drapes, furnishings, signs, lettering, designs, advertising or any items that will in any way alter the exterior appearance of the Building, the Project or the exterior appearance of the Premises as viewed from the Common Areas. Any sign, advertising, design, or lettering installed by Tenant shall be considered an Alteration and shall be subject to the provisions of Article 15; provided that Landlord shall have the right to withhold its consent to the same in its sole and absolute discretion. All signage rights granted to Tenant under this Lease are personal, and may not be assigned or transferred without Landlord’s prior written consent, which consent Landlord may withhold in its sole and absolute discretion. Tenant may (a) require Landlord to install, at Landlord’s sole cost and expense (as to Tenant’s initial signage, and at Tenant’s sole cost and expense thereafter): (i) Building Standard signage in the directory (if any) located in the ground floor lobby of the Building, and (ii) identification signage of the type prescribed by Landlord’s signage program identifying Tenant by its business name in a location within the Common Areas on the floor of the Building on which the Premises is located as is called for by Landlord’s signage program. Tenant may, at Tenant’s sole cost and expense, place in any portion of the inside of the Premises not visible from the exterior of the Building or from outside of the Premises such identification signage as Tenant shall desire. All signage described in this paragraph (other than the directory signage described in clause (a), above) shall be treated as Tenant’s Personal Property with respect to Tenant’s obligation to remove the same at the expiration or early termination of this Lease.