What do you call this facade signage? Why do mostly developing countries use them?

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Guangzhou Railway Station

I seen many growing nations, akin to China and India, set up facade signage on high of their public buildings, the place letters/characters stick out. For instance, the doorway of New Delhi railway station (see high picture) and the Guangzhou Railway Station. Within the US & Canada, the overwhelming majority of facade signage I've seen had been virtually at all times put in on a background. The one event I've seen protruding letters had been from Pacific Central Station in Vancouver, Canada (see picture right here).

Is there a reputation for this particular type of signage? And, appropriate me if I'm unsuitable, why does it appear to be way more well-liked in Asia?