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Purpose – The main purpose of this paper is to present researches on the ‘welcome signs’ as a symbolic elements in territorial representation, which have at least two meanings: symbolic disclosing identity of a particular place and spatial being an element of certain public pace. Therefore, the second objective is to define the value of such visual signs in branding strategy of a place. Methodology/approach – The research take advantage of the content analysis of signs to make conclusions referring to the communications process and place marketing concepts. Findings – ‘Welcome signs’ are symbolic installations, which are kind of testimonials about particular places. Apart from the role of identification, information and advertising, these signs have also aesthetic significance as well as they are spatial forms of territorial division. Practical implications – The ‘welcome signs’ are made in intuitive ways by the legitimate authorities, so the examination of them and building a model of their content and design might be very beneficial and helpful for LGU. Originality – So far, welcome signs have not been particularly the subjects of marketing, social or political researches.