The article presents a sociological analysis of urban identity as a social phenomenon and attempts to label it. Based on the results of an empirical research conducted in Ekaterinburg, which object were stu-dents and working youth aged 18-30 (n = 750), it is claimed that social ties and relationships repro-duced in public places serve a marker of urban iden-tity. The development of public places becomes an important resource for attracting the younger gener-ation and makes such territories more appealing. Significant events attracting the youth and charging them with emotions can also be considered as markers of urban identity. Architectural objects can serve as symbolic markers of urban identity, con-firming the uniqueness of the territory, and the abil-ity to “possess” them becomes a factor defining the desire of the youth to settle down.