February 2021 Ungheni Region where we connect The brand and rules of use Contents Introduction ........................................................02 PART II The slogan ........ .................................................. 03 The cup............................. 38 The brand character ............................................. 04 The bracelet............................................ .39 The brand values ................................................. 05 The badge ..................................................... 40-42 The brand in words .............................................. 06 The water bottles . .......................................... 43 Intellectual property ............................................ 07 The clothing .......................................................44 The key elements of our visual identity ..................08 The bags ............................................ 45-46 The office supplies .................................... 47 PART I The customized carpets....................................... 48 The logo..............................................................10 The transport ......................................................49 The symbol...........................................................11 The numberplate framework .................................50 With love from Ungheni........................................12 The street billboard..............................................51 The logo of the Ungheni Region .............................13 The sewer cover . ................................................ 52 The logo of the Ungheni municipality.....................14 Street paving . ...................53 The logo of the Ungheni municipality City Hall .......15 The bus station . ................................................54 The logo combined with a slogan ...........................16 The environmental mural . ................55 The free space around the logo..............................17 Roll-ups and posters . .. ................56 The basic colours..................................................18 The event poster . ..........................................57 The secondary colours...........................................19 The presentation slides ........................................58 The logo variations...............................................20 The exhibition stand . ........................................59 The font...............................................................21 The Webpage ......................................................60 Placing the logo in relation to other logos..........22-23 The Facebook page (desktop version)..................... 61 The ornamentation of the brand............................ 24 The Facebook page (mobile version)......................62 The belt-shaped ornamentation.............................25 The Instagram Page.............................................. 63 The icons............................................................ 26 Manufactured with love in the Ungheni Region.......64 The photographs............................................. 27-33 The brand and rules of use. The out-of-the-box illustration............................. 34 Ungheni Region: where we connect. In this document, the Brand means mark according to the Law The improper use of the logo............................. 35 no. 38 of 29.02.2008 on the protection of trademarks. The improper use of the logo colours ................. 36 01 Ungheni is a region in the central-western part of the Republic of Moldova, located in the immediate proximity of the European Union. The epicentre of the region is the Ungheni municipality. Ungheni is an important economic center, with a well-developed road network, one of the largest railway junctions in the Republic of Moldova and a river port. According to the latest census (2016), it is the third largest city in the country, after Chisinau and Balti. The first documentary attestation of the settlement dates from 20 August, 1462, in a charter during the reign of Stephen the Great. The initial name of the settlement (between 1462 and 1587) was Unghiul. The city is 105 km from Chisinau and 21 km by rail / 45 km by road from Iasi, Romania. In 2008, Ungheni was declared the Youth Capital of the Republic of Moldova. In 2020, the EU4Moldova: Key Regions Programme was started, marking a new beginning in the development of the municipality and neighbouring settlements. 02 The slogan Our logo is a visual representation of the connection between Where we connect the Ungheni and Iasi Regions. The Ungheni Region offers unique cross-border opportunities for everyone. For centuries, it has been building a close relationship with the Iasi region, which has determined a continuous flow between the two regions. er Here is the main connection between the Republic of Moldova, the European Union and Romania. This is where the economic, rut Riv cultural and social goals of both countries meet. P The Ungheni Region is the place where we connect with new economic opportunities thanks to the Free Economic Zone, but also thanks to cross-border businesses. Here we also connect with the past. The Ungheni Region is full of stories worth to be discovered, starting from the Middle Ages, when the Salt Road, the Fishermen Road and the Great Tatar Ungheni Commercial Road passed here; continuing with the adventures of Eminescu and Creanga; and up to the "Bridge of Flowers" that preceded the operning of the border with Romania and the independence of the Republic of Moldova. Here we connect with the future: the Ungheni Region is one of the key regions for the intense development of the country. Iasi Ungheni Region: where we connect. The brand and rules of use. 03 The brand character The symbolism of the Ungheni Region brand A reinterpretation of the coat of arms An imprint Five red lines and a white chevron Every inhabitant of Ungheni matters An arrow pointing upwards A cup Representing the path and motivation A subtle reference to the national brand of the Ungheni people Letter U Tree of Life The initial of the Ungheni Region 04 The brand values What human qualities does a representative of the Ungheni Region brand has Honesty Courage We prefer to call things by their name, without creating false We have the courage to think deeply and to explore ideas expectations. that seem impossible. Vision Industrious We respect and preserve the past of the region with great We know that success is possible through work, care, but we choose to look towards the future. and we are proud to make our diligence known. Optimism Openness We succeed in the context in which we exist, but we We are hospitable and open to every visitor, and also are convinced that we have the power to change things to opportunities. for the better. Ungheni Region: where we connect. The brand and rules of use. 05 The brand in words How to talk about the Ungheni Region When the brand is mentioned, it is preferable to talk about In communication materials, it is recommended the Ungheni Region. The word "Region", when referring to use accessible language, comprehensible by all, to the Ungheni Region, is capitalized. with each message acting as an illustration or example of the slogan "Where we connect". Exceptions are when the word "region" is used without the name Ungheni or when it is used in the plural, For example, a communication might begin with this phrase: meaning several regions. “This is the place where we connect. Because..." The “Ungheni” brand, without the word “Region”, can be A communication might also end with the following phrase: used only when talking about the Ungheni municipality. "... because this is the place where we connect." It is also possible to use the phrase the Ungheni Municipality Mayoralty, but only if it refers strictly to that institution. In any other case, it is preferable to say "Ungheni Region". Ungheni Region: where we connect. The brand and rules of use. 06 Intellectual property The brand of the Ungheni Region is administered by the Ungheni municipality City Hall, but can be used by any representative of the region provided that: 1. The provisions of this Brand Book are strictly observed; 2. The brand is used for constructive, apolitical purposes, in the context of perfectly legal activities. In order to obtain the necessary materials for the application of the brand of the region, apply to the Ungheni municipality City Hall by filling in a form that can be downloaded from the City Hall website: www.ungheni.md Ungheni Region: where we connect. The brand and rules of use. 07 The key elements of our visual identity The core elements of our visual identity are the logo, the name, the colours and the font. In the following section, you will find how to use all these items correctly. Carefully study the information in this section. Remember: a strong brand is a consistent brand, a brand that must appear everywhere, observing all requirements and keeping the same image. We want the brand of the Ungheni Region to be easily recognized, just as we might recognize a certain person. To use the logo properly, use only the source files attached to this Brand Book. Ungheni Region: where we connect. The brand and rules of use. 08 Part I The visual identity Brand Book The logo The logo of the Ungheni Region consists of the symbol itself and the phrase “Ungheni Region”, with the word "Ungheni" placed below the word "Regiunea". The logo also has a special element that, perhaps, is not very obvious at first sight,