OLD Josiah Wedgwood must be turning in his grave - Waterford Wedgwood has brought in the dreaded design consultants to "modernise" Wedgwood's long-standing logo - the blue and white Portland vase. Is nothing sacred!

Waterford Wedgwood has assured the Margin that no final decisions have been taken on whether the Portland vase will be replaced with a racy new logo designed by some pony-tailed arty designer.

But Tony O'Reilly has charged Redmond O'Donoghue and Brian Patterson with trebling the profits of the crystal and china businesses, so some changes may be in the offing on the marketing and promotional side.