Abstract: Research on the nature and varieties of the format of cognitive representations in philosophy and cognitive science have been partly shaped by analogies to external, public representations. In this paper, we argue that relying on such analogies contributes to framing the question of cognitive formats in problematic, potentially counterproductive ways. We show that cognitive and public representations differ in many of their central features, making analogies to public representations ill-suited to improving our understanding of cognitive formats. We illustrate these (...) points by examining two case studies in which analogies to public representations may have had a negative impact on research: the 80’s-90’s debate about compositionality and cognitive architecture between symbolicists and connectionists; and contemporary discussions about the nature of visual demonstratives. Finally, we outline an alternative, computational account of formats that does not share the shortcomings of appeal to public representations. (shrink)