Robert Brandom’s expressivism argues that not all semantic content may be made fully explicit. This view connects in interesting ways with recent movements in philosophy of mathematics and logic (e.g. Brown, Shin, Giaquinto) to take diagrams seriously - as more than a mere “heuristic aid” to proof, but either proofs themselves, or irreducible components of such. However what exactly is a diagram in logic? Does this constitute a semiotic natural kind? The paper will argue that such a natural kind does exist in Charles Peirce’s conception of iconic signs, but that fully understood, logical diagrams involve a structured array of normative reasoning practices, as well as just a “picture on a page”.