Jane Davison

This presentation puts forward a conceptual framework for analysis of visual images based in critical theory from arts disciplines, notably from the thought of Barthes, Panofsky and Peirce. The icon is a primary or literal denotation or representation. Iconography is a secondary level of coded meaning. Iconology is an interpretation that calls on the unconscious.

The framework is used to examine the visual branding of the Bradford & Bingley bank’s use of the bowler hat, placed in both cultural and accounting contexts. A changing iconography where class, detectives, music hall and the bowler-object may be discerned. An iconology is suggested of dreamlike connotations and magical powers in the collective unconscious. The Bradford and Bingley actively managed their visual branding to reflect and appeal to a changing society, where trust and old-boy networks gave way to a more competitive business environment, that ultimately led to the dramatic demise of this 150 year old institution in September 2008.