The cities have become the key-factors in the global competitiveness, being the main vectors of economic development and innovation. This article proposes a geographical and spatial approach of the image concept, having as a case study a Romanian town, the Jassy Municipality. The image is the result of a process of communication which is made, every time, between the urban reality and the individual. At the same time, an image has the capacity to synthesize the characteristics of a particular space and also to exercise an important influence on the human behavior. Each city is unique, not only by his distinct space but also by the way in which the people reappropriate the space to oneself, through the relationships they establish with their respective space. The analysis of the lived and perceived space allows us to rediscover an urbanity that is not only functional, but it has also other facets, immeasurable but of unequivocally importance.