Bourgondische beeldtaal : de visuele representatie van eetcultuur op briefhoofden van bedrijven uit de Maastrichtse voedselbranche en horeca (1850-2010)

Samenvatting

Maastricht is widely known as a ‘burgundian city’, associated with conviviality, gastronomy, and hospitality. Yet the origins of this connection remain unclear. This study explores how Maastricht’s ‘burgundian’ identity was visually shaped by food companies and catering establishments between 1850 and 2010, with a focus on the imagery used on letterheads. Through qualitative analysis with Atlas.ti, supported by literature on cultural history, marketing, communication, and semiotics, recurring stylistic features and motifs were identified. The research shows that the idea of a ‘burgundian’ food culture only gained prominence in the second half of the twentieth century, largely as a constructed marketing image. Entrepreneurs often combined this imagery with elements of Maastricht heraldry, reinforcing both local pride and hospitality traditions. By integrating historical, visual, and semiotic perspectives, this article provides new insights into how the urban identity of Maastricht is designed, communicated, and sustained through letterheads.