In Islam, logocentrism is a divine given materialised in the Qur’an. This lecture deals with this concept as the shaper of a particular Islamic mode of visual thinking, and of what Martin Jay aptly calls 'cultural optics' . It will be demonstrated how this absolute logocentric metaphysics has driven Islamic visual expression in unprecedented aesthetic directions through a redistribution of the role of representation and discourse in the material forms. A new approach to Islamic visual culture will be thereby proposed.