Among the main axes of geographical distinctions, the north-south and west-east ones are the most universal. The article focuses on “souths” at various scales, from global to intra-state and local (on selected cases), but touching other extremes of both geographical axes, their objective features and reflection in the mass consciousness. An “absolutization” of the South fixed by toponymy is noted at any level. It turns to be special within different spatial units in terms of both their objective properties and places. In countries stretched along the meridian, its contrast with the North dominates; where the proportions are more harmonious, the two axes are roughly equal, and in large countries with a latitudinal extension, their South is shifted to the west or east. In Russia, it is limited to the European part. The сommon “minimal” South (Krasnodar and Stavropol krais), and the broad “maximal”, with Transcaucasia, Ukraine, parts of the Center, Lower and Middle Volga areas, are identified by comparing twelve selected pre-Soviet, Soviet and post-Soviet macro-regional schemes. The Southern and North Caucasian Federal districts or, less rigorous, the land southward from the Volga-Don “neck”, with its potential expansion to the west, form an “optimal” South. Various signs of the Russia’s South reveal its specifics and perception. The mass images of the South are basically positive, based on geographical concepts, absorbing foreign elements and actively used for business naming and branding. Although Russian science has traditionally been passionate about the North, the role of Southern studies is growing due to the scarcity and value of the South, along with its demographic, geopolitical and economic role.