An investigation into the connotations of iconic buildings by using a semiotic model of architecture

This article is about the semiotics of iconic buildings which are rich in their aesthetical qualities, design concepts and metaphors. Therefore, connotations and denotations in architecture are discussed. Aesthetical qualities and metaphors of iconic buildings are investigated.The research conducted a questionnaire with six buildings (the Denver Art Museum and the Pinakothek Der Moderne Museum, the Swiss Re Headquarters and HSBC London Group Head Office, the Ascent Building and the Glasgow Regency Square Housing) to compare connotation differences between iconic buildings and the others. Also, a Semiotics model of architecture is created. Swiss Re Headquarters building in London and HSBC London Group Head Office were compared in detail. Results of the comparison present a method to investigate the possible development of metaphors from aesthetical qualities and design concepts.