IN recently admitting a "crisis of identity " the Church of England, in time-honoured fashion, probably went down on its knees and sought guidance from above. If so the advice received was to call in the image consultants. And lo the results of their labours were unveiled this week in a new corporate logo, a stylised cross within a meaningful broken circle.

The redesign of the Christian cross, one of civilisations most enduring and recognisable symbols, was at least cost efficient at a modest £13,000 - barely enough to sharpen the pencils of the creative minds who slanted the shamrock at Aer Lingus and are now in conclave to the future of Bord Failte's trefoil.

Critics accused the church of falling victim to trendy corporate precepts, arguing that C of E plc has embraced the marketing culture of Ronald McDonald. The designer cross "in warm episcopal purple" will be used on official correspondence and on display signboards outside churches. The response so far to the C of E's attempt to gain street cred has been less than enthusiastic, the majority of dioceses reluctant to adopt the new symbol. Back to the prayer mats.