Ungheni and Cahul regions have their own brands

This premiere for the Republic of Moldova is carried out with the financial support of the European Union

August 25, 2021

Cahul and Ungheni regions have their own brands. This is a premiere for the Republic of Moldova, carried out with the financial support of the European Union within the EU4Moldova: Focal regions Programme.

“A key element of a strong territorial marketing is a telling and captivating visual identity that can become a cultural interface of a territory, to this extent the work done under the Focal Regions programme is definitely impressive. This new brand, developed with EU support, is the result of co-creation and a strong engagement from the citizens of the key regions, which will boost even more the potential of the regions,” said Magdalena Mueller-Uri, Head of Cooperation from the EU Delegation to the Republic of Moldova.

The new logos created for both focal regions give them a distinct identity and increase their competitiveness in attracting tourists, investments, new companies, increasing exports, external promotion and in attracting human capital. The brands of the Ungheni and Cahul regions are meant to be used equally by rural and urban communities from both regions, by economic entities, public institutions, non-governmental sector, and people who love Ungheni and Cahul.

“With the creation of their own brands, both Cahul and Ungheni regions will provide a distinguished, unique, and memorable mark to their residents and visitors reflecting their livelihood, offerings, reputation and the way they wish to be perceived. We believe that this will be equally an attractive professional instrument for business development as well as building a stronger sense of pride and belonging among the communities,” said Dima Al-Khatib, Resident Representative of the United Nations Development Programme to the Republic of Moldova.

The developed brand defines the personality of the regions and promotes their key values:

  • Honesty, vision, optimism, courage, industrious and openness for Ungheni region  
  • Care, friendship, local spirit, goodwill, energy, and love for life for Cahul region

The logos’ creation was a complex process involving both the research of identity documents of the regions and the communication with local people, inhabitants of Cahul and Ungheni regions, to identity the distinct features and advantages of the focal regions. “I am glad that we are embracing more and more the idea of embracing and celebrating the truths about us. While working on these identities I discovered things that are worth knowing and talking about both regions. I am glad that the developed brands carry a deep truth that is relevant today and will remain relevant for many years to come. It is an honour for me and the team to have the opportunity to work on such a project,” notes Eugen Boico, member of the regions’ branding creator team – Publicis in consortium with Hora Design.

The development of the visual identity and slogan of both focal regions is the first step in the promotion strategy of Cahul and Ungheni regions. There will be developed and launched extensive promotion and visibility campaigns at the national and international level.


 where we connect

The logo of Ungheni region represents the following symbols:



Symbolistic interpretation of the initial of Ungheni region



Upwards arrow representing the pathway and the motivation of the Ungheni people



A cup – a subtle reference to the national brand Tree of Life



Reinterpretation of the coat of arms of Ungheni city (five red lines and the white angle)



The imprint promoting the message that every inhabitant of Ungheni matters   

“I am proud that Ungheni region is one of the first in the country having a visual identity. It is a symbol that defines visually the unity of the inhabitants of Ungheni and our key values. Honesty is among them – we prefer to call things by their names, without creating false expectations; foresight – we respect and very carefully preserve the past of the region, but we choose to look into the future in order to build it day by day; and optimism – we are successful in the context in which we are, but we trust that we can change things for the better,” says Alexandru Ambros – mayor of Ungheni municipality, an institution that has taken over the role of  manager of the Ungheni region’s brand.

Where we connect – this is the slogan of Ungheni region. It symbolizes the connection point between the Republic of Moldova and the European Union, but also the place where you connect with new economic opportunities due to the Free Economic Zone and to the cross-border businesses. It is a symbol of connection with the past, as Ungheni region is rich in stories to be discovered, such as the Great Tatar Trade Road in Middle Ages or the well-known Bridge of Flowers between Romania and the Republic of Moldova.

The brand book of Ungheni region may be accessed at www.ungheni.md and www.eu4ungheni.md.


 where your heart beats 

The visual identity of Cahul region has the following characteristics:



The heart, as a symbol of the love for life of Cahul inhabitants 



Spring of life: the region is also well known by the curative mineral waters with unique properties 



White waterlily, one of the representative symbols of the region



The drops which symbolise the Lower Prut, biosphere protected by UNESCO, and Beleu lake, real treasures of nature

“The brand, developed with assistance of the European Union, will help us create a distinct image at a national level. We are ambitious to promote ourselves outside the country, as well. I encourage inhabitants of Cahul and those who love our region to promote with pride and love the values of Cahul region found in the brand: care, kindness, friendship, local spirit and love for life,” notes Nicolae Dandiş – mayor of Cahul municipality, the authority that has taken over the management of Cahul region’s brand.

Where your heart beats – this is the slogan of Cahul region. It defines the essence of Cahul region and of the southern spirit. It is the place where people live with passion for life, they dance the so well-known southern horas and are inspired by beautiful things, the Cahul inhabitants are energetic and enjoy the changes for the better in the region.

The brand book of Cahul region may be accessed at www.primariacahul.md  and www.eu4cahul.md .

The EU4Moldova: focal regions Programme (2019-2024) supports smart, green, inclusive, and sustainable social-economic development in the regions of Cahul and Ungheni, to provide to the citizens a better quality of life. The programme has a total budget of €23 million, it is funded by the European Union and implemented by the United Nationals Development Programme (UNDP) and the United Nations Children’s Fund (UNICEF).

You can find more details about the Programme activities in Cahul and Ungheni regions at www.eu4cahul.md  and www.eu4ungheni.md