The application of the concept of “iconicity” as a paradigm to A.F. Losev's theory of myth is being attempted in the article. The theological and philosophical sources of this paradigm, its place in Losev's problem field, the actual meanings of the term “iconicity” and the possibilities of its application to culturological analysis are being considered. The foundation of the author's conclusions is Losev's personalistic interpretation of myth, symbol and image. In the author's opinion, it is just “personal apriori” that makes Losev's philosophy of myth unique and included in Orthodox cultural tradition at the same time.