The paper analyses Peirce’s hypoiconicity through the lens of Husserlian intentionality. Peirce’s triple structure of hypoiconicity as resemblance relation, diagrammatical reasoning and metaphoric displacement is shown to require intentional acts in its production and interpretation. Regarding hypoiconicity as a semiotic schematization of Vorstellung, the paper places it in the context of Husserl’s conception of intentionality in which iconicity appears as a stepping-stone towards the skeletonization of resemblance in diagrammatical abstraction and as schematic displacement in metaphor. As such, hypoiconic intentionality is (...) argued to play a role also in Peirce’s community conception of language. The paper’s core claim is that intentionality provides an avenue for revealing hypoiconicity as a major, critical concept of semiotics, functioning as paradigm case for investigating the convergence of semiotics and phenomenology. (shrink)