In recent years, the concept of the 'secular icon" has become more and more popular in the field of visual studies. Secular icons are widely regarded as images of extraordinary symbolic power and as carriers of collective emotions and meanings. The following contribution offers a theoretical elaboration and a comparative case study of secular icons. Before entering the discussion on secular icons, I will address a more general problem: What is an "icon" and what does "iconic" mean? The answer to this question allows us to deal with secular icons in a broader cultural sociological perspective. In the English language, the word "iconic" has a double meaning. First of all, "iconic" is used for objects of visual experience, for example images and pictures.¹ The second meaning of "iconic" refers to a certain type of collective symbols in the center of modern rituals, "cultural icons' such as famous wines or pop stars.