One of Gottlob Frege’s most original contributions to logic and philosophy was his logical notation, his ‘Begriffsschrift’. While long criticized, dismissed, or simply ignored, the recent secondary literature contains some helpful re-evaluations and partial defenses of it. These rely largely on technical, pragmatic, or cognitive-psychological considerations. In this paper, we reconsider Frege’s own reasons for valuing his notation highly. We argue that there is a further semiotic dimension, one that matters epistemologically. This dimension becomes evident once one takes seriously, partly (...) also literally, some striking visual metaphors Frege uses. The result is an interpretation highlighting a side of Frege’s position that is not widely known. It involves his views about the indispensable role that language, or sign systems more generally, play for human thought, and especially, for logic and mathematics. More particularly and as we read Frege, a good logical notation allows for expressing conceptual/inferential relations in a ‘visually inscribed’, thus ‘perspicuous’ way, and this leads to a special kind of ‘insight’ in mathematics. Or as we elaborate this point further, it involves a kind of articulation and understanding hardly possible without it. Frege designed his Begriffsschrift with that specific goal in mind. (shrink)