Does the Church of England really need a new look? Most companies would
kill for a logo as powerful and instantly recognisable as the cross.
Identities have to be updated to keep up with changing consumer habits,
but the C of E has got a bit carried away. It seems to think it is the
spiritual equivalent of Channel 4, fighting to stand out in a cluttered
media market place.
What it needs is a parishioner loyalty scheme, with points awarded for
number of church visits. It could even open a bank. Now there’s a brand
you can trust.