Branding Guidelines Oct 2008

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Draft seven. 24.09.08
Thames Water
brand guidelines
how to p
resent
ourselve
s correc
tly
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Introduction
Welcome to our brand guidelines
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These guidelines have been created to make sure

Thames Water communications always
connect with customers
Thames Water Guidelines
By following these guidelines you can accurately

and consistently replicate our brand and visual
identity on all items of communication. We
have included plenty of examples so you can
see how to apply the guidelines across a range
of materials.
How to use the guidelines

You can navigate through these guidelines
by using the buttons at the top of each page.
The contents page allows you to access
different sections directly.
We all need to follow the guidelines laid out

in this document to promote and protect our
brand. We can only do it with your help, but we
do need rules. We hope that you will see these
guidelines as a positive contribution, a toolkit
to keep the Thames Water brand strong, clear,
consistent and compelling.
How to ask for help

If you require help using these guidelines or
advice on producing materials on behalf of
Thames Water please contact Paul Gell:
paul.gell@thameswater.co.uk
0118 373 8844
>
Introduction
Introduction from David Owens
Dear Colleague
For too long now, we have had no process
dening how our communications and
materials are produced, or even how they
should be written. Thats why I have asked that
this new guide be produced, setting out how
we look, what we say and how we say it.
It begins by setting out the procedure for
requesting the production of communications.
This is to be followed at all times. By doing so,
we can better manage the project and nd the
best solution for you and the company.
can use, and the style to follow when adding

photos and illustrations.
Our communications must be clear,
straightforward and engaging, not just in
their language but in their visual presentation.
We must convey a consistent and
professional image.
So its critical that we are coherent and
consistent. That means we are not in the
business of creating new identities or logos
there is one brand, and its Thames Water.
We also have to realise that communication,
done properly, costs money. That makes it all
the more important that we get it right.
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Each of these examples is an opportunity for
us to enhance our reputation and underline
our vision to be the company of choice for
our customers.
Of course, all that Ive said is also true for
internal communications. Materials like slides,
leaets and posters need to be properly and
professionally written and presented.
I want to stress that I fully endorse this
approach, and the need for it to be overseen
by our Corporate Communications team.
In an industry like ours, there might be some
who think its not worth taking time over the
nuts and bolts of how we present ourselves.
I dont agree at all; reputations are hard won
and easily lost. How we tell our story and
present ourselves as people and a business is
absolutely crucial to the opinion people form
of us internally and externally.
The guide includes a section on style and

tone of voice, featuring pointers on the way
in which we should write. It covers good usage
As a company, we communicate with huge
of English and how we should write certain
numbers of people every day internally and
words and abbreviations, as well as tips on
externally. Customers may ring us with an
how to write effectively.
enquiry but many more come across a piece
The largest and nal section comprises our
of writing from us. They might be visiting our
brand guidelines, which explain how we must website; maybe we have sent them a letter
David Owens
present ourselves. They show how our logo
about engineering work in their street; perhaps
should appear, the colours and typefaces we
they are reading the leaet that accompanies Chief Executive
their bill.
>
Introduction
Our customer communications process

This process must be followed when planning communications with either external customers or colleagues within Thames Water.
Complete and submit the questionnaire on the portal,

outlining the basics of the project and your allocated
budget. Click here to download the questionnaire.
Final material will

be delivered to a
timescale agreed with
the content owner.
b) Corporate Communications will make the nal decision

on whether and how the communication material will be
generated. Factors considered will include timescale, current
in-house workload and the size of budget available.
a) Where appropriate, suitable illustrations, such as

graphics and photos, will be discussed and chosen
with the project owner.
b) Sign-off of text will be agreed with the content owner
(team or individual). The department requesting the
communications material will own the factual/technical
content. Final decisions on writing, presentation and
design will rest with Corporate Communications.
a) Corporate Communications will respond within ve

working days. (NB: In the case of mailshots, this process
covers communications with an audience of more than 100
customers, rather than emergency letters.)
a) If the audience for the communication includes customers, a check will be made
with the Customer Experience team in Walnut Court to ensure any text is in line with
agreed messages and tone.
c) Where the communication or event cannot be provided

internally, a supplier will be chosen from a roster of agencies
selected by Corporate Communications.
b) During the sign-off process, changes where possible must be made when text is in
Word format, as alterations are expensive once it has been designed into a PDF.
Subsequent alterations will be from a stylistic and presentational viewpoint.
d) Sign-off is required from Corporate Communications

before Procurement will allocate a PO number.
(NB Ofwat and CCWater often require PDF versions for sign-off, so changes would
be possible in such circumstances.)
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Introduction
Contents
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1 Who we are and what we do

1.1 What is our brand?
1.1.1 What is our brand
1.1.2 Why is our brand important?
1.1.3 Our proposition who we are and what we do

1.1.4 Our vision what we want to achieve
1.1.5 Our mission how well achieve our vision
1.1.6 Our values how we behave

1.1.7 Our brand essence and personality
2 What we say and how we say it

2.1
2.1.1
2.1.2
2.1.3
Our tone of voice

Our tone of voice
Brand essence and personality
The basics of good writing
2.2 Our written style

2.2.1 Thames Water style
2.2.6 Specic to Thames Water
and the water industry
2.2.8 Correct use of English and punctuation
3.2.3
3.2.4
3.2.5
3.2.6
Colour tints and typography

How and where to use colour
How and where to use colour: examples
How and where to use colour: examples
3.3
3.3.1
3.3.2
3.3.3
3.3.4
3.3.5
Our typefaces
Primary typeface
Secondary typeface
Handwritten typefaces
Supporting graphics
Examples of how to use handwritten
typefaces and supporting graphics
3.4 Our photography

3.4.1 What makes our photography ours?
3.4.2 People at the heart of everything we do:
Our customers
3.4.3 People at the heart of everything we do:
Our staff
3.4.4 When a photograph isnt right
3.4.5 Working with photography
3.4.6 Cut out photography
3 How we look
3.1
3.1.1
3.1.2
3.1.3
3.1.4
3.1.5
3.1.6
Our logo
The logo
Exclusion zone
Logo sizes
Logo positioning
Incorrect use of logo
Working with partners
3.2 Our colours

3.2.1 Corporate colours
3.2.2 Secondary palette
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Introduction
Contents
3.5
3.5.1
3.5.2
3.5.3
Our illustration
Our illustration style
Our illustrations environment
Our illustrations at home
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3.5.4 Our illustrations service and miscellaneous
3.5.5 How to use illustration
3.6 Our layout

3.6.1 Grids: DL portrait
3.6.2 Grids: A5 portrait
4 Bringing the brand to life

4.1 Our style
4.1.1 Making Thames Water newsworthy
4.1.2 Elements of our visual brand
4.2
4.2.1
4.2.3
4.2.5
Our publications
Corporate
Guidance
Educational
4.3
4.3.1
4.3.2
4.3.3
Our stationery
Letterheads
Business cards
Compliment slips
4.4
4.4.1
4.4.2
4.4.3
Our office communications

Project sheets
Project sheets grids
PowerPoint templates
4.5 Our uniforms

4.5.1 Uniform colours
4.6 Our livery
4.6.1 Vehicle livery
4.7 Our signage
4.7.1 Entrance signs
5 Staying on-brand
5.1
Protecting our brand
5.2
Further informaton
4.8 Our advertising

4.8.1 Corporate adverts
4.8.2 Recruitment adverts
4.9 Our newsletters
4.9.1 Departmental newsletters
4.10 Our display graphics
4.10.1 Banner stands
4.10.2 Internal display graphics
4.10.3 Advertorials
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Who we are
and what we do
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Section one
1.1
Our
brand
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Section one. Our brand
1.1.1 What is our brand?
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A brand is much more than just a logo. Our brand is the space
we occupy in peoples minds. There are three elements that
make up our brand.
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What we s
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1.1.2 Why is our brand important?
How people think and feel about Thames Water and the
services we deliver is a priceless asset worth protecting.
Our aim is to manage peoples perceptions and expectations so that,
over time, we become customers number one choice.
Our role in providing water

and sewage services
means we play a vital part
in the life of customers.
We live in an increasingly
competitive world where
people expect high-quality
services and where
perceptions can change in
an instant. Every single
contact and experience

someone has with Thames
Water will affect how they
feel about us. That's why
we must present a clear,
consistent and professional
brand to build and
maintain our reputation.
>
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1.1.3 Our proposition who we are and what we do
To strengthen our
brand we need to tell
people who we are and
what we do, as clearly
and consistently as
possible. This proposition
statement has been
created to do just that.
Thames Water is the water and sewage services business

that delivers water of the highest quality reliably and
recycles it safely to the environment. We provide an
essential service to society that represents exceptional
value for all our 13 million domestic and business
customers. The in-depth knowledge of our people,
founded on 150 years of service and a forwardthinking approach, ensures we will continue to meet
the needs of our customers, so that
we are always the water company of
choice for customers and investors.
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1.1.4 Our vision what we want to achieve
If customers
had a choice, they
would choose
Thames Water
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By adopting this vision,
we are putting
customers at the heart
of everything we do,
including the way we
present ourselves and
communicate. Central to
our vision is the concept
that market forces will
determine customer
choice in the future. It is
a stretching and
ambitious aim, but it will
keep us focused on
delivering for customers
24 hours a day, every day
of the year.
1.1.5 Our mission how well achieve our vision
To provide the best-in-class water

and sewerage service, which is protable
and sustainable and acts in the long-term
interests of both our customers and the
wider community
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We will achieve this by:

Developing the most
Working closely with
capable, dedicated
our customers and
and technically
stakeholders to better
advanced team
understand their needs
in the management,
and expectations
maintenance and
Planning and
operation of a water
delivering services that and sewage business
anticipate those needs
Embracing innovation
and expectations at a
and investing in the
reasonable cost
people tools, resources
Building credibility
and technology
and trust with all
necessary to get the
stakeholders by saying
job done efciently
what we will do and
and safely
doing what we say
Educating and
informing the public
about the value of water
Improving nancial
performance by
maximising cash
collection, a continued
drive for operational
efciencies and
completing capital
projects on time and
within budget
>
1.1.6 Our values how we behave
Reliable
Always doing what we say we are

going to do
Committed
Passionate about delivering for

customers. Doing that bit more
because we care
Purposeful
Everything we do must lead to

improved customer service, delivery
of our regulatory outputs and
protability
Challenging
Constructively questioning each

other in the search for continuous
improvement
Supportive
Creating an environment where

people can voice their opinions
and ideas. Being receptive of other
peoples views and considering the
consequences of our actions
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1.1.7 Our brand essence and personality
Honest
Upfront with our customers without

hiding behind a corporate veneer
Straightforward
Saying it as it is in plain English

without complicating or dressing
things up unnecessarily
Open
Actively communicating what were

doing and just as importantly, why
were doing it.
Brave
Real
Natural photography of
real people in real places
Condent
Proud to communicate the facts about

who we are and what we deliver
Bold and expressive in our use of colour and type

Fearless in cutting back clutter to present clear,
compelling, newsworthy communications
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CREATING
COMMUNICATIONS
T HAT CONNECT
WI T H CUS TOMERS
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What we say
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Section two
2.1
Our
tone of voice
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Section two
2.1.1 Our tone of voice
This tone of voice guide

is designed to help
you use words more
effectively. It will help
us create a consistent
style for Thames Water
written communications
and connect with our
customers.
The water industry is full of

potentially complex issues
and arguments. Not
surprisingly, this has led to
the creation of a wide range
of jargon and abbreviations,
used as a means of shorthand
when communicating with
colleagues.
When we write to our
customers and external
audiences, its easy to forget
this. We might not realise
that most of them wont
know what potable water or
abstraction is, or what AMP
stands for, let alone means.
At the same time, its never
been more important for us
to communicate persuasively
and clearly, internally and
externally. Water can be
an emotive issue, and the
challenges brought by an
increasing population, climate
change and ever-tougher
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legislation make it all the more
vital that our communications
are effective and compelling.
But good writing isnt just about
dumping some of our regular
terminology. Our language
has to be consistent, not just
for the sake of professionalism
but to ensure we are always
understood, on message
and grammatically correct.
There are numerous words,
phrases and stylistic points
for example, use of bullet
points which have the
potential to be written in
different ways. Much of
the following sets down
our chosen style on these
matters, which will help make
our communications more
polished and powerful.
This guide also corrects some
of the more common errors in
grammar and punctuation, and
gives brief hints on how to add

clarity and punch to your text.
What follows isnt about
making everything look the
same. While its important we
retain some regularity in our
communications, they also
need to have individuality
and impact.
So dont be afraid to grab
readers attention and express
your arguments boldly but
please take the time to read
through the following, and
bear it in mind as you write.
A document like this needs
to be updated and expanded
from time to time, so if you
have suggestions on how it
could be made more helpful,
please contact Corporate
Communications.
>
Section two. Our tone of voice
2.1.2 Brand essence and personality
The way we write is an

important part of the
Thames Water brand
because it affects the
way customers feel about
us. Our writing must be
clear, consistent and
professional.
Our values dene how we
behave. Our brand essence
and personality set out
how we communicate
and present ourselves as
a business. There are six
words describing this, and
each is relevant to the way
we write:
Straightforward
We should use language
that is clear and down-toearth. This means avoiding
jargon, minimising the use of
acronyms, and where possible
writing short sentences. It also
means its OK to sometimes
use colloquialisms and
contractions (such as dont).
Open
Our writing should actively
communicate what were
doing and why. We should
explain our actions clearly,
in a way that doesnt hide
behind specialist terminology.
Honest
To become our customers
number one choice, we need
to earn their trust. Sometimes
things go wrong, or difcult
decisions must be made.
When we write about these,
we must give proper, truthful
explanations.
Real
Where appropriate we prefer
to use the words we and
you rather than talking about
'Thames Water or customers
in the third person. However at
times this may not be possible,
for example in regulatory
materials.
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Condent
We wont appear condent
if were long-winded or
rambling. We need to write
in plain English and stick to
the point. Paragraphs should
normally be short, with active
sentences. We should take
care when using adjectives like
innovative or exciting, and
instead explain the signicance
of what were writing about.
Brave
It's ok to be bold in our use
of language. So use attentiongrabbing headings and punchy
introductions, and cut back
clutter. We want to talk to
customers in a way they can
connect with. That means we
are happy to start sentences
with and or but, and avoid
words like amongst and
whilst.
Dont cover the page with

text. Clean spaces say as
much as words.
Section two. Our tone of voice
2.1.3 The basics of good writing. Tips on how to write effectively
Plan your communication

before you start writing
Think about your audience
and what you want to get
across to them. What do you
want them to do after reading
your words?
Use plain English

Write in the way you would
speak to someone, using
everyday language, not
jargon. The purpose of a
letter should be clear from
the rst paragraph.
Create structure by making

a list of headings
Group your ideas into themes
and decide the most logical
order in which to present them.
Using headings in a report will
help people to navigate their
way through the text.
Write in short sentences

Aim for sentences no longer
than 15 to 20 words. Stick to
one or two ideas per sentence.
Create pace and variety by
occasionally using shorter
sentences.
Put your most important

point rst
Grab your readers attention
by starting with the main
message you want to convey.
Avoid making your

paragraphs too long
Borrow from the style of
newspapers by using concise
paragraphs; they are easier
to read.
Use active, not passive, verbs
The most basic sentence
construction is subject-verb-
object, for example, We

will repair the leak today.
Sometimes people separate
the verb and its subject, and
use passive verbs: The leak will
be repaired today. This is not
wrong, but is less clear. In this
example, the reader does not
know who will x the pipe.
Jargon and suggested replacements
Use you, we, and us

This will make our messages
easier to understand and
more personal. Writing
about Thames Water or
our customers can sound
bureaucratic and distance
the reader.
Rehabilitation repair, improvement, upgrade
Write positive sentences

rather than negative ones
When youve nothing more
to say, stop
Dont dilute your message by
adding unnecessary detail.
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Deliver / delivery (of a project) complete / make / completion

Going forward
A redundant business speak phrase, serving no purpose.
Impacts (as a verb) affects
Methodology way, technique
Proactively actively
Refurbishment improvement, upgrade
Reinstatement putting back, replacing
Strategic Is this word really required, or being used simply to
make the issue sound more important?
Section two
2.2
Our
written style
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Section two. Our written style
A to Z
When using this term, write
A to Z, not A Z or similar.
Abbreviations
Do not use full points in
abbreviations, or spaces
between initials: UK, mph, eg,
ie, 10am, Mr, Dr, etc. Do not,
for example, write G.C.S.E.
Acronyms
The water industry has
many acronyms, and it is
easy to include them in text
without really considering
whether they are required or
will mean something to the
reader. Many of our written
communications currently use
too many acronyms, often
to abbreviate a term which
is then never used again in
the text. Before inserting an
acronym, ask yourself whether
it is necessary. When you rst
use a title, put the acronym
or abbreviation in brackets
immediately after it, eg, The
Department for Environment,

Food and Rural Affairs (Defra).
Do not abbreviate if the text
makes no further reference to
the title or term in question.
Adviser
Our style is to spell this as
above, not advisor. However,
note the spelling of advisory.
Among / amongst
Write among, not amongst.
Ampersand (&)
Do not use the ampersand
unless it is part of a name,
like Marks & Spencer, B&Q
or Tate & Lyle.
Board
The Board of Thames Water
has a capital B.
Billion
A billion is accepted as
meaning a thousand million
(and not a million million).
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Birdwatcher / birdwatching
Written as one word, not two,
and unhyphenated.
Braille
Written in lower case (braille).
Although the system of
embossed type was invented
by Louis Braille, neither the
RNlB nor the Braille Authority
for the UK website uses upper
case for this word.
Bullet points
Restrict the use of bullet points
to emphasising specic, and
short, points within the text.
Do not use them if the text
being highlighted consists of
lengthy paragraphs.
Our style is as follows:
Use a colon at the end of the
previous line, as above.
If the individual points form
individual sentences, start with
a capital letter and end with a
full stop at the end of each.
Use the same font and size
as the text.
Do not use more than nine

points.
Do not run points across two
pages they get lost.
Do not use capitals or full stops
in bullets which do not form
sentences, as in the following
example.
Capital letters
Within the main text of a
document, capitals should not
be used to emphasise a word
or suggest that it is unusually
important. For example, We
are working in Partnership
with the Environment Agency
should have a lower case p.
Where the bullet points

comprise a list of single words
or short statements, do not
punctuate the list, except for
a full stop at the end, eg:
sewage treatment works
pumping stations
rising mains.
Centuries
Our style is 20th century.
Do not use semi-colons at the

end of each point. There is also
no need to write and after the
penultimate point. The text in
each bulleted line must follow
on grammatically from the text
immediately before the colon
in the lead-in paragraph. When
using a colon to introduce a list,
do not use a dash as well.
Collective nouns
Nouns such as team and
committee take a singular
verb or pronoun when thought
of as a single unit, but a
plural verb or pronoun when
thought of as a collection of
individuals: The team visits
the treatment works. The
audience were shouting and
Citizens Advice Bureau

Reference to an individual
ofce should be written as
above. Note that the plural is
written Bureaux.
>
stamping their feet. The

committee asked questions
to address their concerns.
Company names
Use the format the company
itself uses, including an
ampersand if the company
does. The word Company
in a title can be abbreviated
to Co.
Compass points
Use upper case for commonly
used titles of UK regions, such
as the South-East (not The
South-East) or North-West,
but lower case when referring
to smaller areas, for example,
west London. Use upper
case when part of the name
of a county, such as West
Sussex or an accepted name
such as the East End or West
End of London.
Contractions
Contractions such as couldnt,
hasnt, Im and its can
help make our writing more
seem straightforward and

conversational, but be careful
not to overuse them. They are
not always suitable, and can
make a serious argument
sound frivolous. Ensure your
use of contractions is consistent
throughout a document.
COO
Do not use this expression
when writing in external
documents about parts of the
business that report to the
Chief Operating Ofcer.
Corporate responsibility
This term should be written
out in full, in lower case, not
as CR. We use this term in
preference to Corporate
Social Responsibility.
Councillors
Unless mentioning a specic
councillor (for example,
Councillor John Smith), the
word and its plural should be
written in lower case.
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Dashes
Use dashes to break up text
just like this when a comma
is insufcient.
Dates
Our style for dates is 1 September
2008 and Monday 1 September
2008. Do not write 1st September,
September 1st or September 1.
Be clear when you write this
year. Most customers will assume
this refers to the calendar year,
beginning on 1 January, rather
than the nancial or regulatory
year that starts on 1 April.
Do not break a date across two
lines. Unless space is at an
absolute premium, do not
write dates as 17/11/08 or
17.11.08.
When referring to spans of
time, use the style 2007/08,
not 2007-08.
Decades should include no
apostrophe, for example,
1990s. Do not refer to

nineties, Nineties or 90s.
Document or
publication titles
When referencing the titles
of documents or publications
within text, write the title in
italics, using the same case as
the document itself. Do not
place inverted commas
around the title. For example,
we refer to our 25-year plan
as Taking care of water, but
would write New Civil
Engineer when mentioning
the weekly magazine.
eg
No points, but use a comma
before and after.
Exclamation marks
Do not use these to
emphasise text. Only include
an exclamation mark if you
need to make a warning clear.
Foreign words and phrases
Should be italicised, unless
they are so familiar that they
have become anglicised, for
example, status quo.
Frequently asked questions
(FAQs)
Write the phrase out (in lower
case) and, if you intend to refer
to it again, put the abbreviation
in brackets. No apostrophe
is required.
Email
We write this as above,
unhyphenated.
Full stops
Full stops are not required with
initials in names (P Brown) or
in abbreviations, for example
BBC, UK, eg, PTO.
etc
This should not have a full
point. It should be preceded,
and followed, by a comma.
Geographical information
systems (GIS)
GIS is an acceptable acronym,
but external documents should
>
rst set out the term in full, as

in geographical information
system (GIS). Note that this is
an example of an expression in
which the spelled out words do
not require capitals.
Government
Use a capital letter when
referring to a specic
government, eg, The
Government announced it
supported the decision. Use lower
case in all adjectival contexts,
eg, a government consultation,
a government decision.
Highways authority
This term should be written
highways authority (ie, lower
case) when referring to the
local authority which manages
an areas road network. Do not
confuse it with the Highways
Agency, which is a separate
body, and is written in upper
case. Never refer to highways
agencies, which will confuse
the reader.
Hyphens
There is no rm rule to help
decide which words are run
together, hyphenated or left
separate. The best way to
decide is to consult a dictionary.
Use hyphens when two words
have the same letters at the
joining point, eg co-operate,
co-ordinate. In general, link
words directly where possible,
eg, blacklist, motorcycle,
takeover.
<
visited by 11- and 12-year-old
pupils, who were asked to write
a 600- to 800-word essay.
When referring to our business
plans, the correct punctuation
and style is 25-year plan and
ve-year plan.
Internet
Should be written in lower
case: internet.
Inverted commas
Hyphens are sometimes
See also Quotations.
needed to make the sense
Use double inverted commas /
clear, eg, re-present (meaning quotation marks for
to present again) is different
quotations, and single ones
from represent. Compound
for words you want the
adjectives (two-worded
reader specially to notice.
descriptions) are normally
hyphenated, eg twin-track
Ise / ize
approach or 20-year
Where there is a choice
agreement. But hyphens are
between ise and ize to end
not used for adverbs, eg,
words, use the British spelling
genetically modied.
ise, as in realise, not realize.
When hyphenated words occur
in sets of two or more, use the
following style: The site was
Italics
See Referencing document or
publication titles.
Job title
Do not break a job title across
two lines.
Kilometres
This can be abbreviated to km.
Layout
Most external documents
should be ragged right, i.e. leftaligned and not justied to ll
the whole line.
As an editorial-style
publication, text in The Source
is fully justied.
Lists
Straightforward lists do not
need a comma before the nal
and, but it can sometimes
help the reader, as in The
topics covered included
regulation, health and safety,
and communications.
Local authorities
Should be written in lower
case, not Local Authorities.
Millions
See Numbers.
Money
Use two digits after the
currency symbol, or none if it is
a round number, for example
1.70, 9.
Million and billion should be
written in full in lower case,
with a space after the numerals,
for example, 12 million.
In documents that repeatedly
mention sums in millions
or billions, it is acceptable
to abbreviate and miss
out the space, for example
15m, 2bn.
Names
Do not break a name across
two lines.
NGOs
This is an acceptable
acronymn, but external
documents should rst set out
the term in full, as in nongovernmental organisations
>
(NGOs). Note that this is an

example of an expression
in which the spelled out words
do not require capitals.
example, This is our 15th

consecutive publication and
our fourth Corporate
Responsibility Report.
Numbers
The numbers one to ten should
be written in words. Use gures
for 11 upwards. There are
exceptions to this rule, and you
should use gures for 1 to 10 in
the following:
addresses, for example 9
High Street
decimals or fractions, for
example: Only 2.75 per cent
of the samples failed the test.
sums of money, for example:
This could involve a yearly
bill increase of 6 to 9.
page numbers in reports and
other publications
technical terms, symbols or
abbreviations
When referring to something

that is available around the
clock, write 24 hours a day,
not 24/7.
If you must start a sentence

with a number, then write it
out rather than using gures.
The above rules also apply to
references to a series, for
Hyphenate fractions, e.g.

two-thirds.
Use commas in numbers from
1,000 upwards.
Abbreviations used with gures
should follow immediately
with no space, for example
10am, 35mm.
Do not mix decimals and
fractions.
Millions Abbreviate when
writing sums of money, eg
10m, and when referring to
quantities or inanimate
objects, eg 4m enquiries per
year. Write out in full when
<
referring to people, eg 8
million customers supplied by
Thames Water (not eight
million). Write out billion or
trillion in full in the rst
reference; use bn or tn
thereafter. Sums of money
should be written as 10bn.
OK
Write as above, not okay.
On to
Write as two words, not one.
letter and the full stop appears

within the end quotes.
PDF
Write in capitals, as above.
If a quote runs to more than

one paragraph, quotation
marks should appear at the
start of each paragraph, but
only at the end of the nal one.
Percentages
Use the words per cent
instead of the % sign, except
in communications with a
great deal of gure work.
One in ten, etc

The noun phrase one in ten
(or whatever number) signies
a group of people, and
functions in the same way as,
say, three in ten. It should
therefore be treated as a
plural, as in One in ten people
support the plans.
Plc
Write in lower case, not PLC.
One-to-one
Write as above, not 1:1 or
121.
Quotations
Open a quote with a colon, not
a comma. For example: Chief
Executive David Owens said:
The companys vision is
Online
Write as one word, with
no hyphen.
Polyethylene
Write in lower case.
PowerPoint
Write as above, with two
upper-case Ps.
For a quote after a colon, the

quote itself starts with a capital
Use single quote marks for

quotations within quotations.
Use double inverted commas /
quotation marks for quotations,
and single ones for words you
want the reader specially
to notice.
Ring Main
Try to refer to this in the rst
instance as our Ring Main, so
readers realise it is our asset.
Never refer to is as the TWRM.
Seasons
Write these in lower case
(spring; summer, autumn;
winter).
>
Section headings within

documents and reports
See also Titles of documents
Only the rst letter should be
capitalised, eg New sources of
water, Managing uncertainty.
Speech marks
See Inverted commas,
Quotations.
Tideway
The Thames Tideway, or
Tidal Thames, should have
a capital letter.
Times
Times should be written 10am,
not 10.00am. We dont use
the 24-hour clock, so we write,
for example, 6.30pm, not 18.30.
Telephone numbers
Do not use hyphens in
telephone numbers.
Timespans
Take care when referring to
spans of time on our website.
If, for example, you write over
the next nine years of our
plan for the next 25 years, the
reader will often be unsure
when the text was added to
the site, and therefore which
period is indicated.
Third-party damage, thirdparty endorsement, etc

The rst two words of the
phrase should be hyphenated,
as above.
Rather than adding the date

when the text was written, it is
better to say, for example, our
plan for the period from 2010
to 2035.
Streetworks
Wherever possible in external
documents, refer to roadworks
(one word). Streetworks is
acceptable as a term internally.
<
Similarly, unless explained by
the context of the document, it
is unhelpful to refer just to a
month, without a reference to
the year concerned
Titles of documents
See also Document or
publication titles.
The titles and subheadings of
reports should be written in
normal sentence case, for
example Water planning for
the future and Taking care of
water. When referring to such
documents in other text, do
not use inverted commas
around the title.
Never put a full stop at the end
of a title or sub-heading.
Tonnes
Weights should be expressed
in metric tonnes, rather than
imperial tons.
Twin-track approach
The rst two words should be
hyphenated, as above.
Website
Write as above one word, not
hyphenated.
Underlining
Do not use underlining to
emphasise text. If you must
do so, put the word or phrase
in bold.
While / whilst
Use while, not whilst.
Upper Thames Major

Resource Development
(UTMRD)
This is a very long title and
inevitably it will need
abbreviating. However, UTMRD
should never be used in
isolation for example, as a
heading on our website. It is
generally more appropriate to
refer to the proposed Upper
Thames Reservoir.
Web addresses
These should be written in
bold. There is no need to use
the http:// in a web address.
Years
See also Dates.
When referring to nancial or
regulatory years, our style is
2007/08, rather than 2007-08.
If making an explicit reference
in the text, it is better to write
about the nancial rather
than regulatory year, as
many readers will be unaware
that the two are the same
and may assume the regulatory
year covers a different
12-month period.
>
2.2.6 Specic to Thames Water and the water industry
Asset Management Plan

(AMP)
Do not use this expression,
unless you are certain your
readers will know what it means.
Combined Heat and Power
(CHP)
If using this term in nontechnical external
communications, we should
briey explain how the process
works; it is insufcient simply
to write Combined Heat and
Power (CHP), without telling
the reader more.
Consumer Council for Water
When abbreviating, write as
CCWater, not CC Water ,
and never CCW.
Customer Centre
Use capital letters when
referring specically to our
Customer Centre, but not when
generically referring to a
customer or call centre. Walnut
Court should have capitals.
Department names
External references to different
parts of our business should
be written in lower case, for
example, our customer
services, legal, and research
and development teams.
Defra
The abbreviated version of
Department for Environment,
Food and Rural Affairs is
Defra, not DEFRA.
Desalination plant
Refer to this as the Beckton
desalination plant.
English Nature
The organisation is now called
Natural England.
Environmental Impact
Assessment (EIA)
Written in upper case when
spelled out in full.
Executive Management Team

References to the EMT as a
specic group of people should
always be in upper case, as
above. However, use lower case
in general references, such as
We have an executive
management team.
Fats, oil and grease (FOG)
The term FOG is likely only to
be recognised within the water
industry and should not be
used in external communications,
even if the writer rst explains
what the acronym stands for.
It is better to refer to fat and
cooking oil, or a similar
expression, particularly as the
use of grease in the context
of kitchens is rare.
Grey water
We should refer to the recycling
of grey water, not greywater.
Guaranteed Service
Standards
This is the name of the
guarantees that apply to all
water and sewerage customers

in England and Wales. Thamess
equivalent is known as the
Customer Guarantee Scheme.
Hippo
When referring to this watersaving device in external
communications, explain what
it is, and ensure it is written in
upper case.
Job titles
Job titles within Thames Water
are written in upper case,
for example Project Engineer,
Process Controller.
London Water Control Centre
Use this term in external
documents, rather than referring
to Hampton Coal Wharf.
Macquarie
General references should use
the above style, not Macquarie
Bank or Macquarie Group.
Specic areas of Macquaries
business (for example,
<
Macquarie Capital Funds)
should be referred to by their
specic names.
Megalitres per day
Although it is ne to use the
abbreviation Ml/d, we must
explain in all external
communications that this
refers to megalitres per day,
where a megalitre equals a
million litres.
Ofwat
This is an exception to the
rule of rst spelling out the
full name of an organisation
before abbreviating it. We
should refer to Ofwat, rather
than rst calling it the Water
Service Regulation Authority,
as the term is rarely used. Do
not refer to as OFWAT. Ofwat
is singular, as in Ofwat has
announced.
Olympics
Our style should be, in the
rst reference, to quote the
full title, ie, Olympic Games
and Paralympic Games.
2.2.7 Specic to Thames Water and the water industry
Phosphorus
Phosphorus is a noun,
phosphorous an adjective.
Potable water
This expression will require
explanation for most external
readers. It is therefore better to
write about water that is t to
drink or a similar expression.
Price Review or Periodic
Review?
We should refer externally to
the Price Review, which is a
simpler phrase to understand
than the alternative. Ofwat
also uses this term on its
website.
Provinces
The area we cover outside
London should be referred to
as the Thames Valley.
River Lee
Our style is to spell the name
of this river as above.
Save-a-ush
The manufacturers of this
water-saving device write the
name in lower case, as savea-ush.
Sewage Treatment Works
Use instead of Wastewater
Treatment Works. The term
can be abbreviated to STW if
used several times in the same
piece of text, but it is better to
nd alternatives, such as (for
example), Beckton, the
works, the plant or the site.
(References to) Thames
Water
Thames Water is singular. For
example, we write Thames
Water is investing, not
Thames Water are investing.
Wherever possible, try to use
we and us instead of
Thames Water. This is more
direct, friendly and shows we
take responsibility for what we
say. Do not refer to Thames as
the Company although

using this term in lower case to
provide variety in text is ne.
It should only be necessary to
refer to Thames Water plc or
Thames Water Utilities Ltd in
legal documents or references
to registered addresses.
Do not use Thames on its
own in an external document.
Never use TW or TWUL,
even if trying to save space on
our website.
When using the possessive in
an internal document, write
Thamess. For example, we
would refer to Thamess
policy, not Thames policy.
Thames Water region
Always refer to the Thames
Water region, not the
Thames region. However,
refer to the Thames
catchment when discussing
the area drained by the river.
Thames Valley
We should use this term to
describe the area we cover
outside London, instead of
referring to the Provinces.
Vale of White Horse District
Council
This Oxfordshire local
authority is referred to as
above, not the Vale of the
White Horse District Council.
Victorian Mains
Replacement
Unusually for a Thames
project, this should be written
in upper case, as above. Ensure
you spell out the phrase before
referring to it by its
abbreviation (VMR) in external
documents.
Vision
Note that our vision contains
a comma: If customers had a
choice, they would choose
Thames Water.
>
<
Wastewater
Written as above in one word,
rather than waste water.
WaterAid
Our principal charity is written
as above.
Water UK
Write as above, not WaterUK.
Water Treatment Works
Use this term to refer to all of
our works that threat raw
water to produce potable
supplies. Do not use Advanced
Water Treatment Works.
Water Resource Zone
Never abbreviate this to WRZ.
If the term must be used,
write rst reference in full, as
above, and thereafter refer to
the Zone.
>
All right
Two words, not alright.
Apostrophes
There are only two kinds of
apostrophes: one shows the
possession of something; the
other indicates a contraction or
abbreviation a letter or letters
left out of a word.
Take care where you place a
possessive apostrophe. For
example, He praised the teams
performance means that one
team was congratulated, while
He praised the teams
performance means that all of
them were acclaimed. Similarly:
The improvements reduce
the risk of ooding to
peoples homes, not
peoples homes.
We planned the childrens
visit, not childrens visit.
The possessive form of
Thames should always be
Thamess. We would therefore

write that many of Thamess
employees are based at Walnut
Court, not Thames
employees.
a reservoir being built in the

1920s, not in the 1920s.
One of the most frequent errors

is the use of its for
the possessive form of it.
Apostrophes should be
For example, we should write:
incorporated in phrases such
When opening the treatment
as 48 hours written notice
works, Mr Morley praised its
two years time and three
innovative design, not its
weeks holiday.
innovative design. Its should
only be used as the contraction
Apostrophes should not be
for it is or it has, as in Its
used when referring to the
pleasing to receive such praise
plural of acronyms. For
or Its taken three years to
example, several Sites of Special construct.
Scientic Interest would be
SSSIs, not SSSIs. And we
Brackets
would refer to meetings with
Round brackets (parentheses)
several MPs, not MPs. A
should be used for digression or
writer who feels it necessary to
explanations within sentences.
abbreviate a reference to
As a guide, the maximum
several treatment works should number of words contained
refer to WTWs or STWs,
within should be about 20,
again with no apostrophe.
preferably less otherwise, the
Apostrophes should not be
reader starts to lose the drift of
used when referring to decades. the main sentence.
For example, we would refer to
<
Words within square brackets
are usually intended as an
editorial interjection.
In another example, they might
indicate that the words within
square brackets were not
actually used by the person
being quoted. For example, a
customer is quoted in our 25year plan, Taking care of water,
as saying: Its when youre
abroad that you realise that
youre lucky [with your tap
water at home]. The customer,
whose comment was recorded
during a conversation, did not
actually say the words within
square brackets, but they are
included to explain the context
Square brackets can also be
used to include parenthesised
text already within parentheses.
Commas before
and after names
There are two types of sentence
construction:
Example one: Thames
Waters Chief Executive,
David Owens, attended
the event. Here, David
Owens could have been
omitted without disturbing
the sentence; it simply
provides extra information
and can therefore be
separated from the rest
of the sentence with a pair
of commas.
'Example two: Chief
Executive David Owens
attended the event. Here,
the name is needed, as the
sentence does not make
sense without it, and it must
not be set off by commas.
>
Dependent / dependant
Dependent is an adjective,
as in The level of customers
bills is dependent on the
Price Review. Dependant
is a noun, as in children and
other dependants.
Effect / affect
Effect is a noun; affect is a
verb. For instance, we might
write that The hot weather
had surprisingly little effect on
demand for water, but that
The high temperatures did not
affect reservoir levels.
Enquiry / inquiry
Use enquiry for the general
sense of ask; use inquiry
specically when writing about
a formal investigation.
Fewer / less
Fewer is used for numbers of
people or things; less applies
to quantities:
Fewer than 100 people
attended.
When drained, the
reservoir contained less
than 5,000 litres.
Full stops / sentences
Ensure that you keep complete
sentences separated by a full
stop, rather than linking them
with a comma because they
seem to ow together. The
following, for example, should
be two distinct sentences:
Thames Water supplies 8.2
million customers with water,
this is predicted to rise to 8.9
million over the next 20 years.
Inconsistencies with verb /

pronoun, etc
Ensure you are grammatically
consistent within a sentence.
For example, in the sentence
Our nance team was
recognised for their work,
the verb and pronoun are in
disagreement, and their
should be replaced by its.
Its / its
See Apostrophes.
Licence / license
Licence is a noun; license is
a verb. For instance, we might
write that the Environment
Agency granted us an
abstraction licence, but that
they licensed the abstraction.
<
Practice / practise
Practice is a noun; as in The
doctors ran a medical practice.
Practise is a verb, as in We will
practise what would happen in
the event of a re.
Split innitives
The innitive of a verb is the
form where no specic subject
is indicated, and is always
characterised by the word
to, as in to work, to pay,
to consider. A split innitive
occurs when the to is
separated from its verb by other
words, as in to boldly go,
instead of boldly to go or to
go boldly.
It is acceptable to sensibly split
innitives, particularly if the
word order sounds awkward or
clumsy, or it creates ambiguity.
However, to always do so may
sound inelegant, so use
common sense.
Under way
Two words.
Your / youre
Your is the possessive form
of you, as in Its your
turn, your job, your house.
It should not be confused
with youre, which is the
abbreviation for you are.
>
<
How we look
Section
three
Section three
3.1
Our
logo
>
<
Section three. Our logo
3.1.1 The logo
Here is our logo. The logo

is at the heart of our
identity and is a valuable
asset. We must therefore
take care to protect it and
use it correctly on all forms
of communication.
The logo should only ever
appear in our corporate blue
on a plain white background,
or in white reversed out of our
corporate blue or a colour from
our secondary colour palette.
Artwork for the logo is
available from Paul Gell at
or 0118 373 8844. Using the
approved artwork will help
avoid incorrect usage.
>
<
>
3.1.2 Exclusion zone
<
The clear space around

the logo is known as the
exclusion zone. It makes
sure the logo is prominent
and can be seen clearly
whenever it appears.
The exclusion zone is dened
by x, which is the distance
between the top of the letter
T in Thames and the bottom
of the W in Water as shown
here. x is the minimum clear
space required around all sides
of the logo. No other elements
must appear within this space.
>
3.1.3 Logo sizes
<
To ensure consistency a
range of recommended
logo sizes have been
developed for use on
common document sizes
(A6, A5, A4, A3).
A6 format 15mm
Increase the size of the logo

proportionally for documents
larger than A3.
The logo should never be used
smaller than 10mm in depth.
A5 format 19mm
Minimum size 10mm
A4 format 23mm
A3 format 30mm
>
3.1.4 Logo positioning
<
Consistent logo
positioning portrays a
strong professional image.
The preferred logo position
is in the bottom right hand
corner of the page. Where
this is not possible the top
right hand corner may be
used instead. The examples to
the right illustrate corporate
literature where the logo
appears bottom right, and an
exhibition stand where the
logo appears in the top right
to make sure it can be seen
clearly. The size of the logo is
dened by the document size
(see page 2.1.3). The exclusion
zone denes the exact position
of the logo from the corner of
the page, (see page 2.1.2).
x = exclusion zone
Corporate Responsibility Report 2007
ity and
Placing the commun
heart of
environment at the
do
everything we
>
3.1.5 Incorrect use of logo
<
Using the approved logo

artwork will help avoid
incorrect usage.
Illustrated on this page are a
few common mistakes that
should be avoided.
Logo artwork available from
or call 0118 373 8484.
Never place the blue

logo on a colour other
than white
Never distort the logo
Never rotate the logo
Conference 2008
Never add elements
to the logo
Never crop the logo
Never place the white logo

on a tinted background
Whenever possible
place the Thames Water
logo rst.
To associate Thames Water
with partner organisations
place the Thames Water and
partner logos next to each
other in either a landscape
or stacked format. Always
make sure there is a minimum
exclusion around the Thames
Water logo, (see page 2.1.2).
Ensure you explain the
relationship between Thames
Water and the partner
organisation. You can do this
with a few small words such
as supported by above the
partner logos.
<
3.1.6 Working with partners
>
Section three
3.2
Our
colours
>
<
>
Section three. Our colours
3.2.1 Corporate colours
<
Our corporate colours are

blue, white and grey.
Blue PMS 293 provides the
highest level of recognition
that a piece of communication
is from Thames Water.
White also plays an important
part in our brand and ensures
our communications are clear,
compelling and uncluttered.
White space should be used to
enhance the impact of other
design elements (headings
and photographs etc) and give
them room to breathe. Grey
has been chosen over black
to complement our corporate
blue. It is predominantly used
for text and body copy.
Important notes:
When printing 4 colour process,
a 70% tint of process black
must be used for body copy
to ensure clarity.
Pantone 293
c100 m57 y0 k2
r0 g96 b169
RAL 5005. Signal blue
hex: 0047b6
White
r255 g255 b255
RAL 9016. Trafc white
hex: ffffff
Pantone 423
k44
r169 g170 b172
RAL 7004. Signal grey
hex: 939495
>
3.2.2 Secondary palette
<
Our secondary colour

palette consists of six
expressive colours. They
have been chosen to
complement our corporate
colours, not to replace or
work against them.
See section 2.2.32.2.6 for
guidance on how to use
them correctly.
Pantone 145
c0 m47 y100 k8
r229 g146 b0
RAL 2000. Yellow orange
hex: cf7600
Pantone 233
c11 m100 y0 k0
r210 g0 b122
RAL 4010. Telemagenta
hex: c90081
Pantone 259
c55 m100 y0 k15
r124 g18 b114
RAL 4008. Signal violet
hex: 6c1b72
Pantone 7405
c0 m10 y99 k0
r255 g220 b0
RAL 1021. Rape yellow
hex: ecc200
Pantone 383
c20 m0 y100 k19
r190 g189 b0
RAL 6018. Yellow green
hex: 9ea900
Pantone 632
c92 m0 y15 k5
r0 g157 b196
RAL 5018. Turquoise blue
hex: 009ec0
>
3.2.3 Colour tints and typography
Remember text legibility

when working with tints.
We want to ensure our brand
doesnt become washed out,
which is why we encourage
use of our colours at 100%.
However, we recognise that at
times tints can be useful on a
limited basis, particularly for
illustrating charts and diagrams.
Our secondary colours can
be used in tints in increments
of 10%.
This page shows the minimum
and maximum tint values for
using type in a colour or on a
coloured background.
<
100%
PMS 293
PMS 7405
PMS 145
PMS 233
PMS 259
PMS 632
PMS 383
PMS 423
80%+
100%
80%+
80%+
80%+
80%+
80%+
80%+
Minimum tint value

when using white text
60%
100%
80%
70%
50%
70%
90%
100%
Maximum tint value

when using black text
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
60%+
100%
60%+
60%+
60%+
60%+
55%+
60%+
Minimum tint
value when using
coloured text
>
3.2.4 How and where to use colour
<
The colour wheel helps us choose colours that

work well together.
An exception to this rule is in

eductional publications where
four secondary colours can be
used alongside the corporate
colours at any one time. The
only other exception to the
colour rule is where secondary
colours are used to help break
up a lengthy document to
make it easier to follow.
The following page shows
examples of the colour wheel
in practice.
White
PMS 423
PMS 7405
We have created some basic

principles to help you choose
colour combinations that work
well together. This will ensure
our communications remain
striking and consistent.
Important notes:
Only two secondary colours
can be used at any one time.
This rule applies to a piece of
communication with a single
visual impact, like a publication
spread or a poster. The simple
rule of only using neighbouring
colours from the secondary
palette results in harmonious
combinations.
PM
S2
33
PMS 259
This wheel shows our

corporate colours at the centre
to illustrate their importance,
with corporate blue at the core.
Our secondary colours are
shown around the perimeter
of the wheel to indicate their
supporting complementary role.
5
14
S
PM
PMS 293
PM
S3
83
2
63
S
PM
>
3.2.5 How and where to use colour: examples
These examples show the

colour wheel in use.
Remember to only use two
neighbouring secondary
colours (directly next to each
other) at a time.
<
Were really sorry

that youve recently
suffered wastewater
ooding.
This leaet will answer
some of your questions
and concerns.
Wastewater ooding guidelines
Members
handbook
the
Your guide to of
2005 Section r
te
the Thames Wa me
Pension Sche
Pressure
on local
water
sources
page 2
How were
reducing
leaks
page 3
Top tips to
save water
page 4
What were
doing for you...
>
3.2.6 How and where to use colour: examples
What causes
wastewater
ooding?
Severe storms and long
heavy rain
Flooding is usually caused by severe
storms and long heavy rainfall.
This can cause drains to over ow,
especially in low-lying areas.
Blocked drains and sewers
Blockages occur when something
stops water from owing freely in
a drain or sewer pipe. Common
causes are:
Fat and grease can cause sewers
to block if they are poured down
the sink. These blockages are
often difcult to remove.
Paper and cloth products
(disposable nappies, sanitary
towels and cotton wool buds)
can easily become stuck in
drains and sewers.
How to avoid blockages:

to reduce the risk of blockages
make sure external drains
are clear.
dont put household waste
(fat, grease, paper and cloth)
down the drain. Bag it and
bin in!
Incorrect drainage
Homes have two systems one for
waste water and another for rain
water. One carries away waste from
sinks, wash basins, baths, showers
and toilets. The other carries away
water from the roof, paved areas
or patios. Sometimes, customers
or builders, connect drains to the
wrong system.
This means household wastewater

mixing with rain water and causing
unnecessary pollution, or rainfall
ending up in a household system,
causing it to overow in heavy rain.
Overloaded sewers
The amount of wastewater owing
into the sewers has increased over
time. One reason for this is that
there is less natural drainage in built
up areas as grassland is concreted
over for patios and car parking.
Flooding from other drainage
systems
Flooding is occasionally caused by
surface water from the highway.
The Highway Authority is
responsible for the maintenance
of road gullies and highway
drains, whereas we are responsible

for looking after the capacity and
maintenance of the sewers.
Flooding can also be from land
drainage and ditches, which are
usually the responsibility of the
landowner or local authority.
Flooding from rivers
The Environment Agency
is responsible for building,
maintaining and operating river
ood defenses.
Sometimes high river levels
contribute to sewers lling up
and ooding.
<
Were facing a
challenging future
with increased
demand for water
and less availability.
Wed like you to do your
bit to save water. At the
same time well invest
in new projects to
guarantee your supply.
This leaet tells how
well do it!
Why do we need more water?

Population growth
We will be supplying an additional 1.2 million
customers by 2035.
Social change
More people living on their own will increase the
amount of water used per person.
Climate change
Climate change could reduce the amount of
water available.
Pressure
on local
water
services
The supply of water in
our region has become
increasingly stretched,
because of the long dry
summer. Water levels fell
well below average and
were only just recovering.
Wed like to say a big
thank you for weathering
the hosepipe ban and
reducing the amount of
water you used. Your help
made a real difference,
and reduced the need for
further restrictions.
But wed also like you to
keep up the good work,
by doing your bit to save
water throughout the
year. At the same time
well invest in new projects
to guarantee your supply.
Did you know

Although it might seem like
it always rains, the Thames
Water region is in fact one of
the driest in the country.
People in our area use
around 160 litres per day
each. More than the national
average.
Half a million more people
will be living in this region by
2016, and climate change
is likely to mean hotter, drier
summers.
Our underground
droughtbuster a natural
reservoir where we store
surplus water helped
supply the capital for two
months during last years
dry summer.
Safeguarding the future

of water together.
Bore tem velesto

odolestin ulluptate er
susto dit, consequ
amconumsan elessi
ex eugiat alit iustrud
doloboreet alis
Monitoring our use

of river water
work, including demand management

activity and water resource
development.
About 23% of water comes from

groundwater and 77% from rivers.
Although the majority of the water
we use comes from rivers, there are
restrictions that we have to follow to
ensure they dont dry out. In 2006,
we achieved 99.99% and 99.40%
compliance with our daily and annual
licence limits, both improvements
on 2005 (99.95% and 99.39%
respectively).
The desalination plant for London

is a signicant example of the work
required to meet our Security of Supply
targets over the next few years. How we
manage water resources in the future
will be the subject of our rst statutory
Water Resources Management Plan, due
for public consultation in April 2008.
We are continuing to limit the amount

we take from our rivers and implement
schemes to alleviate low river ows to
prevent ecological damage. In 2006/07,
for example, we ceased abstraction at
Blewbury and transferred the licenced
amount to a more sustainable source at
Gatehampton, reducing the risk of low
levels in the Blewbury Ponds area.
Water resources
Tackling drought
The threat of drought and the demand for water were

rarely out of the headlines in 2006/07, resulting in the
rst hosepipe and sprinkler ban for 15 years.
The drought that began in November
2004 continued into 2006, affecting
the whole of south-east England.
Two successive dry winters had left
groundwater supplies, rivers and
boreholes in our region well below their
normal levels, putting a major strain on
water resources.
After 15 years without restrictions, we
took a precautionary approach and
introduced a hosepipe and sprinkler ban
in April 2006 to reduce the risk of further
water-use restrictions.
The situation remained serious
throughout the rst half of the year
and we applied for a Drought Order
for London in June 2006. In addition,

we stepped up our media and water
efciency campaigns to raise awareness
of the need for everyone to use water
wisely. Our customers responded well
and demand fell by about 5% from April
to September 2006. On some of the
hottest June and July weekends, demand
fell by up to 10%.
The impact of our water efciency
campaigns combined with above-average
rainfall from September onwards, meant
that reservoir levels remained healthy.
As a result, we withdrew our Drought
Order application in September. Higher
rainfall then allowed groundwater sources
to begin to recharge, enabling the
hosepipe and sprinkler ban to be lifted

in January 2007.
It is unlikely that we will need to introduce
restrictions on water use in 2007.
However, we continue to monitor the
situation closely and are planning new
projects to guarantee supply.
Ensuring a
continuous supply
In 2006/07 domestic water
usage in our region was
around 154 litres per person
per day.
Without the hosepipe ban
and awareness campaign
we would have expected
this to be closer to 160 litres.
Overall demand is rising due
to population growth (an
additional 1.3 million people
are expected to move into
the Thames Water area over
the next 25 years), the rise
in single occupancy houses,
and the changing climate.
In order to assess whether we there is
enough water to meet demand, both
now and into the future, the industry
uses a measure known as the Security of
Supply Index. This helps us plan ahead
and prepare for a drought.
At present, there is a supply decit in the
London area which is being addressed
through an extensive programme of
Reducing leaks
Reducing leaks is our top priority.
Regrettably we failed to meet our
2005/06 leakage target. As a result we
invested a further 150 million and
accelerated our leakage programme,
notably the replacement of Londons
Victorian water mains. This expenditure
is over and above our original funding
commitment to 2010, and will be paid
for by shareholders, not customers.
Our accelerated programme of Victorian
Mains Replacement (VMR) and the
development of a Leakage Action Plan
(which put a stronger focus on more
efcient detecting and repair of leaks),
helped to bring down the level of
leakage in our region.
Our calculations show that we achieved
our leakage goal for 2006/07. The
average level of leakage for the year was
around 790 megalitres per day (Ml/d).
This is comfortably below our target of
810 Ml/d.
Leakage levels outside London are
comparable with the rest of the industry,
but we continue to replace pipes in this
part of our region as well, targeting
specic mains with a history of bursts.
In 2006/07 we have improved network
performance to achieve an 18% drop in
water mains bursts.
Our leakage calculations are
independently audited.
You can nd out more about how we
measure leakage on our website.
Section three
3.3
Our
typefaces
>
<
>
Section three. Our typefaces
3.3.1 Primary typeface
FS Albert has been chosen

as our corporate typeface
for its modern feel and
high level of legibility.
FS Albert light 10/12pt is our
preferred body copy size.
FS Albert has a good range
of weights and they should
be used to their full potential,
such as highlighting key
information.
Important notes:
When using FS Albert Extra
Bold apply kerning of 20.
FS Albert can be obtained from
www.fontsmith.co.uk
<
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Thin/Light/Regular/Bold/Extra Bold
Aa
3.3.2 Secondary typeface
Ariel has been chosen as

an alternative typeface.
It should only be used for
internal Word documents,
digital and online
applications.
Ariel is not our corporate
typeface and FS Albert should
always be used where possible.
Ariel should only be used if
access to FS Albert is unavailable.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular/Bold
>
<
Aa
>
3.3.3 Handwritten typefaces
We have two handwritten

typefaces that can be used
to complement our primary
typeface FS Albert. They
should be used sparingly
to support our primary
typeface, never to replace it.
These expressive typefaces
add warmth and personality
to our communications,
and are a very human way
to connect with customers.
We have selected two styles,
which can be used to bring our
communications to life and
highlight important pieces
of text. However, avoid using
them too often so they retain
their interest and impact.
Important notes:
These typefaces should always
be used alongside our primary
typeface FS Albert and never
to replace it. Do not used more
than 50 words consecutively in
a handwritten typeface. Rant
can only be used in upper case.
Ardleys Hand
For use on all materials
RANT
For use on educational materials only
<
Aa
3.3.4 Supporting graphics
Our handwritten typefaces

have a series of supporting
graphics that can be used
alongside them.
The graphics shown here
add authenticity to our
communications, as if
someone has just underlined
or circled a section of text.
It is also a great way of
highlighting content in a
real, honest, human and
approachable way. Use these
supporting graphics with the
handwritten typefaces when
you need to add personality
and extra emphasis to
communications.
Artwork for these supporting
graphics are available from
Paul Gell at paul.gell@
thameswater.co.uk or
0118 373 8844.
>
<
>
3.3.5 Examples of how to use handwritten typefaces

and supporting graphics
The following pages show
how handwritten typefaces
can be used together.
The handwritten typefaces
should always complement
the contents as shown, and
never dominate the page.
Please use them sparingly.
We recommend no more
than two per page.
Publication:
25 year plan
Handwritten typeface:
Ardleys Hand
Size:
A4
<
Delivering for
customers
We set out our strategy

to deliver the services
omers want
Our plan for a that cust
le
ainab
Taking care of water

The next 25 years
sust
futu re
Our research has shown that

customers have clear preferences
for what their money should be
spent on in the future. Some issues
are given a high priority, such as
reducing the amount of sewer
ooding. Other issues, such as
lowering the frequency of hosepipe
bans, have a much lower level of
support. In this section of Taking
care of water, we review each of the
service areas we provide. We set out
our strategy in both the medium
term (2010 to 2015) and the long
term (2015 to 2035) to deliver
the services that customers want.
>

Publication:
Protecting your water supply
Ardleys Hand
Size:
A5
We are replacing many

of Londons oldest and
leakiest Victorian water
mains, and by 2010 will
laid more than 1,000
Protecting yourhave
miles of new pipework.
water supply for

the future
dons
Replacing Lon mains
er
at
w
n
Victoria
This leaet contains important information about our mains

replacement programme, which is coming to your area soon. This
work will protect your water supply for the future but may involve:
temporarily interrupting your water supply;
parking bay suspensions; and
changing the way your electricity supply is earthed.
We will give you advice and warn you beforehand where necessary.
As part of this work, we aim to

renew all the pipes in the area
that serves you, working in several
streets at a time. There will
unfortunately be some short-term
disruption while we install the new
mains and reconnect local supplies,
but it will mean fewer leaks and
burst pipes for generations to come.
If you have additional questions,

we will be holding a customer
information session locally, details
of which are in the enclosed letter.
Alternatively, you can contact our
project ofce or call centre on the
numbers shown in the letter.
<
Why are we
doing this?
Water pipes in a number of
areas are still among the
oldest in the UK. In London,
a third of the water mains
are over 150 years old and half
are more than 100 years old.
Where possible, we will minimise

disruption by using technology
that avoids the need for digging
long trenches.
These cast iron pipes have served us well, but the

stresses put on them by modern-day trafc mean
they are reaching the end of their useful life. They
are also liable to fracture when soil moves as a
result of changes in temperature. We are therefore
targeting the areas where the mains are oldest
and leakiest, and replacing them with new plastic
ones. These will be more durable and exible,
protecting your water supply well into the future
What we
plan to do
We will install a new communication pipe,
boundary box and domestic water meter for
every building in the area. We will use the meter
to check for leaks and improve our understanding
of water usage. We will not use the new meter for
charging purposes, unless you ask us to. If you live
in a block of ats, a house that is converted into
separate apartments or if you are connected to a
shared supply, there will be one meter installed at
the supply pipe boundary. In this case we cannot
bill you using the meter, as it is unable to record
an individual propertys water consumption from
a shared supply pipe.

Publication:
Safety leaet
Rant
Size:
A5
>
<
Section three
3.4
Our
photography
>
<
Section three. Our photography
3.4.1 What makes our photography ours?
Our brand is all about keeping our communications

straightforward, real, open and honest. For that reason
the photographs we use must look authentic and never
staged. It is really important to us that our photography
always looks believable and never clichd or pass.
Our primary photographic
style is based on real people in
real environments, snapshots
of everyday moments. The
photographs we use should
look like they have been
captured candidly and not
posed for camera.
Although our photography

shows a diverse range of
subjects, locations and
environments they are
commonly united by the
presence of water. However,
water does not have to be
the primary focus of the
photograph just an element
running through it, even if only
subtly. The focus should always
be on people rst and foremost.
Colour photography is our
preference and should
be used wherever possible.
Where four colour reproduction
is not possible, monotone
should be used.
>
<
3.4.2 People at the heart of everything we do: Our customers
Photographs should look

like a snapshot of a real
everyday moment, not
posed or staged.
Photographs of customers
should focus on them using
and enjoying water in everyday
situations. Remember, water
does not have to be the main
focus of a photograph and can
be represented subtly instead.
>
<
3.4.3 People at the heart of everything we do: Our staff
Our reportage style of

photography should also
be used to capture our
staff at work, delivering
services on behalf of
customers.
>
<
3.4.4 When a photograph isnt right
Our photography is quite

simply all about keeping it
real, which means avoiding
staged, posed or abstract
photography of water.
If a photograph looks too slick,
overly corporate or like a clich
dont use it. Ask yourself if the
photograph looks like it has
caught a real moment in time.
>
<
>
3.4.5 Working with photography
Photographs should be selected to support copy and

reect the essence of the communication. Exactly
how they are then used should always be
carefully considered.
Cropping a photograph can
change the look and impact
of an image as the examples
shown here demonstrate:
In example A we have
cropped the image by cutting
out some of the washing
line. This ensures the photo is
more dynamic with a greater
impact. Be careful not to crop
too much.
Sometimes you may have

to change the format of
the photograph to t your
communications, as shown
here in example B. In
this example no essential
elements have been missed
or obscured from view
during cropping.
Example C shows the
importance of ensuring the
story of the photograph is
still conveyed cutting detail
from an image can portray
a different story.
<
A
>
3.4.6 Cut out photography
Our preference is cut

out photography when
presenting objects.
At times it will be necessary to
use photography of specic
objects to illustrate our
communications, such as pipes
and taps. When this is the
case you should use cut out
photography on a clear white
background as shown here,
or on one of the colours from
our secondary colour palette.
Make sure the photographs
you use look modern and up
to date. Photographs of out
of date products will make our
communications look dated.
<
Pressure
on local
water
sources
page 2
How were
reducing
leaks
page 3
Top tips to
save water
page 4
What were
doing for you...
Were facing a
challenging future
with increased
demand for water
Wed like you to do your bit to
save water. At the same time
well invest in new projects to
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Wed like you

to do your bit to
save water. At
the same time
well invest in
new projects to
guarantee your
supply.
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Section three
3.5
Our
illustration
>
<
Section three.
3.5.1 Our illustration style
We have one style of

illustration, which can be
used to draw familiar icons
in a friendly format.
Our illustration library has a
number of illustrations ready
for use. Reference for these
can be found on the following
pages. The illustrations are
drawn with a brush stroke
to ensure a straightforward
approach with universal
appeal. It is important that
illustrations are connected
to our work, water or the
environment, and are relevant
to the piece of work. They can
be recreated in any of the
colours in our corporate and
secondary palette. Illustrations
are available in eps and jpeg
formats and can be obtained
from Paul Gell at
or 0118 373 8844.
>
<
>
Section three.
3.5.2 Our illustrations environment
<
sun
water drop
cloud
sh
birds
rain
ower
sheep
city
tree
windmill
>
Section three. Our illustration
3.5.3 Our illustrations at home
house
<
report
watering can
glass
bucket
washing machine
shower
bath
toothbrush
tap
peg
umbrella
>
3.5.4 Our illustrations service and miscellaneous
hard hat
spanner
speech bubble
thought bubble
trophy
pound sign
<
van
quote marks A
magnifying glass
meter
quote marks B
thumbs up
>
3.5.5 How to use illustration
The illustrations can be

used across our range of
communications, including
corporate, informative and
educational materials.
Use illustrations sparingly when
the content dictates that a
relevant illustration is benecial.
Several illustrations can also be
used together on larger spreads
such as covers or dividers.
Illustrations can also be used
for diagrams, but be careful not
to lose the brush stroke quality
when they are small.
<
Monitoring our
use of river water
Water matters
23% of water
comes from
groundwater
77% comes
from rivers
Teachers guide
We are continuing to limit the amount

we take from our rivers and implement
schemes to alleviate low river ows to
prevent ecological damage. In 2006/07,
for example, we ceased abstraction at
Blewbury and transferred the licenced
amount to a more sustainable source at
Gatehampton, reducing the risk of low
levels in the Blewbury Ponds area.
Ensuring a
continuous supply
In 2006/07 domestic
water usage in our region
was around 154 litres per
person per day.
Water resources
Without the hosepipe ban

and awareness campaign
we would have expected
this to be closer to 160
litres.
The threat of drought and the demand for water

were rarely out of the headlines in 2006/07, resulting
in the rst hosepipe and sprinkler ban for 15 years.
The drought that began in November
2004 continued into 2006, affecting
the whole of south-east England.
Two successive dry winters had left
groundwater supplies, rivers and
boreholes in our region well below their
normal levels, putting a major strain on
water resources.
After 15 years without restrictions, we
took a precautionary approach and
introduced a hosepipe and sprinkler ban
in April 2006 to reduce the risk of further
water-use restrictions.
The situation remained serious
throughout the rst half of the year
and we applied for a Drought Order
for London in June 2006. In addition,

we stepped up our media and water
efciency campaigns to raise awareness
of the need for everyone to use water
wisely. Our customers responded well
and demand fell by about 5% from
April to September 2006. On some of
the hottest June and July weekends,
demand fell by up to 10%.
to recharge, enabling the hosepipe

and sprinkler ban to be lifted in
January 2007.
It is unlikely that we will need to
introduce restrictions on water use
in 2007. However, we continue to
monitor the situation closely
and are planning new projects to
guarantee supply.
The impact of our water efciency

campaigns combined with aboveaverage rainfall from September
onwards, meant that reservoir levels
remained healthy. As a result, we
withdrew our Drought Order application
in September. Higher rainfall then
allowed groundwater sources to begin
Water main
bursts have
fallen by
18% in a year
Overall demand is rising

due to population growth
(an additional 1.3 million
people are expected to
move into the Thames
Water area over the next
25 years), the rise in single
occupancy houses, and the
changing climate.
In order to assess whether we there is
enough water to meet demand, both
now and into the future, the industry
uses a measure known as the Security of
Supply Index. This helps us plan ahead
and prepare for a drought.
At present, there is a supply decit in the

London area which is being addressed
through an extensive programme of
work, including demand management
activity and water resource
development.
The desalination plant for London
is a signicant example of the work
required to meet our Security of Supply
targets over the next few years. How we
manage water resources in the future
will be the subject of our rst statutory
Water Resources Management Plan, due
for public consultation in April 2008.
Reducing leaks
Reducing leaks is our top priority.
Regrettably we failed to meet our
2005/06 leakage target. As a result we
invested a further 150 million and
accelerated our leakage programme,
notably the replacement of Londons
Victorian water mains. This expenditure
is over and above our original funding
commitment to 2010, and will be paid
for by shareholders, not customers.
Our accelerated programme of Victorian
Mains Replacement (VMR) and the
development of a Leakage Action Plan
(which put a stronger focus on more
efcient detecting and repair of leaks),
helped to bring down the level of
leakage in our region.
Our calculations show that we achieved
our leakage goal for 2006/07. The
average level of leakage for the year was
around 790 megalitres per day (Ml/d).
This is comfortably below our target of
810 Ml/d.
Leakage levels outside London are
comparable with the rest of the industry,
but we continue to replace pipes in this
part of our region as well, targeting
specic mains with a history of bursts.
In 2006/07 we have improved network
performance to achieve an 18% drop in
water mains bursts.
Our leakage calculations are
independently audited.
You can nd out more about how we
measure leakage on our website.
Corporate responsibility report 2006/07 5
Corporate Responsibility Report
Placing the environment

and community at the
heart of everything we do
Welcome from David Owens (our CEO) p2

Highlights and lowlights p3
Stakeholder engagement p8
Identifying the important issues p12
Responsibilities p22
Looking ahead p30
About 23% of water comes from

groundwater and 77% from rivers.
Although the majority of the water
we use comes from rivers, there are
restrictions that we have to follow to
ensure they dont dry out. In 2006,
we achieved 99.99% and 99.40%
compliance with our daily and annual
licence limits, both improvements
on 2005 (99.95% and 99.39%
respectively).
Section three
3.6
Our
layout
>
<
>
Section three.
3.6.1 Grids: DL portrait
Our grids allow for

white space which is an
essential element of the
Thames Water brand.
Our publications are put
together using set grid
systems for consistency.
The grid for DL documents
has a 7mm margin around the
page. It contains two columns
with a 4mm gutter. The width
of both columns should be
used for headings. Copy should
be set in a two column format
as shown. Images can run the
width of one or two columns.
<
7mm
Were facing a
challenging future
with increased
demand for water
2 (full grid)

the hosepipe ban and
4mm
7mm

of water together.
Did you know

Although it might seem
like it always rains, the
Thames Water region is
in fact one of the driest
in the country.
around 160 litres per
day each. More than the
national average.
Half a million more
people will be living in
this region by 2016, and
climate change is likely
to mean hotter, drier
summers.
Our underground
droughtbuster a
natural reservoir where
we store surplus water
helped supply the capital
for two months during
last years dry summer.
>
Section three.
Using a variation of
columns adds interest
and variety to our
communications. It
also allows for variety,
pace and space when
presenting content.
<
8mm
How to avoid
blockages:
to reduce the risk
of blockages make
sure external
drains are clear.
dont put
household waste
(fat, grease, paper
and cloth) down
the drain. Bag it
and bin in!
6 (full grid)
5
The grid for A5 documents

has a 8mm margin around the
page. It contains six columns
which can be used exibly and
4mm gutters. The diagram to
the right shows a few ways in
which the grid can be utilised
for body copy, graphics and
photography.
What causes
wastewater
ooding?
Severe storms and long heavy rain

Flooding is usually caused by severe storms and
long heavy rainfall. This can cause drains to over
ow, especially in low-lying areas.
Blocked drains and sewers
Blockages occur when something stops water from
owing freely in a drain or sewer pipe. Common
causes are:
Fat and grease can cause sewers to block if they
are poured down the sink. These blockages are
often difcult to remove.
Paper and cloth products (disposable nappies,
sanitary towels and cotton wool buds) can easily
become stuck in drains and sewers.
Incorrect drainage
Homes have two systems one for waste water
and another for rain water. One carries away waste
from sinks, wash basins, baths, showers and toilets.
The other carries away water from the roof, paved
areas or patios. Sometimes, customers or builders,
connect drains to the wrong system.
3
4
2
4
Delivering the
requirements of
our customers
Customers at
Newham
Hairdressers
London
Background
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vel ut volor si blaore con ullutpatue
dolortiniat.
4mm
8mm
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aliquat, quip et alis nummod min vel ullutate
vullum vulla feuisl utpat. Feugiam velesto
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lutpat autatio conulputpat lore conse eui

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alis augueriurero con ulputpat, consequis ad
tio od do esequatismod eriustio con ulla ad
min henis nullummy nos nos nonse ming enis
nonseniat luptat nit aliquis nostrud tat.
Lorem ipsum dolor

Doluptat lamconulla facin henissi etum
dolorpe raestrud dolore minibh eu feum
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zzriurer ilismod ex ea augait augait, velenisit
prat init la feum diate feum nismodiam, venit
aliquat la feu feum zzriliquip ercilit wissenit
acipsum qui euguerc ipsusci duissis nulput
nim dolenis augue modiat. Tuer am, sim
iliquat, veliquis am vercill aoreriurem
>
Section three.
Our A4 grids have nine

columns to allow for a
fresh, modern editorial
look and feel.
<
10mm
70 | Delivering for customers: Odour
The grid for A4 documents has

a 10mm margin around the
page. It contains nine columns
which can be used exibly and
4mm gutters. The diagram to
the right shows a few ways in
which the grid can be utilised
for body copy, graphics and
photography.
What are we
doing about the
smell from sewage
treatment works?
It is just not acceptable. This should

be a priority. They must be able to
deal with the odour somehow in the
21st Century.
9 (full grid)
Thames Water customer, Swindon
Customer and stakeholder surveys gave us different

views on odour from sewage treatment works.
Background
Options to reduce odour from sewage

works may be costly and involve covering
parts of them to treat their air emissions.
Retrotting is usually difcult since our
sewage works were not originally designed
to collect air emissions.
New sewage treatment developments

can be designed to more readily meet the
high performance standards required by
local authorities. Our new Reading works

(pictured right) is a good example of this.
It is one of the most technically advanced
plants of its kind in the UK, costing around
80 million to build.
We are developing a risk framework to
help us identify priority sites where odour
needs to be tackled. For these sites, we
will then develop odour management
plans and introduce odour control as
appropriate to each site. The framework
will also identify cost-benecial levels

of odour reduction at sites that need
enhanced measures to reduce odour.
Such measures will be completed at
our Mogden sewage treatment works
in west London in 2008.
4
Taking care of water | www.thameswater.co.uk
3
Delivering for customers: Odour | 70
Our response
In the medium term (20102015),
we will:
Design upgrades to existing sewage

works to avoid increasing odour.
Continue to operate a risk management

framework that identies and prioritises
sites that are causing odour problems
(those generating signicant odour
complaints, for example) and sites
that are at future risk from odour issues
(generally because of new nearby
housing development).
Keep local communities better informed

about the potential odour impacts
of planned maintenance at existing
sewage treatment sites.
Seek to reduce odour at these sites by:

Identifying main sources of odour.
Reviewing existing operations and
maintenance practices to identify
opportunities for improvement.
Introducing baseline measures to
reduce sources of odour.
Implementing enhanced odour
reduction measures (e.g. covering
plant) if odour persists and where
cost-benecial.
Considering measures that go
beyond an economic business case
in exceptional circumstances (for
example, regeneration projects).
Design new works to meet industry
best practice, typically ve odour units
at the site boundary (such as at our
new Reading sewage works).
Work with local authorities,

Environmental Health Ofcers
and developers to achieve the most
sustainable use of land around
sewage works.
In the long term (20152035),

we will:
Adopt a more proactive approach to
odour management whereby potential
odour issues are tackled at sites before
they become a problem. Current
projections indicate odour reduction
will be needed at over 100 sites.
Mitigate odour where cost-benecial
for customers at all risk sites. Seek
to implement further mitigation in
exceptional cases.
Monitor trends in customer
acceptability of odour in the context
of economic development and
climate change.
Seek to reduce customer complaints
to a minimum level.
Key facts
- The sewage treatment
process can sometimes
produce odours, but
this was not a problem
in the past as sewage
works were located
away from residential
areas.
- New development
up to the boundaries
of sewage treatment
works (known as
encroachment) is
now common practice
because of population
growth and increased
pressure to find land
for development.
- A 2006 Defra Code
of Practice clarified
the roles and
responsibilities of
companies in reducing
the risk of odour from
sewage works being
classed as a statutory
nuisance in the future.
- Close working with local
authorities and other
stakeholders.
Digesters at our Reading sewage

treatment works
4mm
10mm
www.thameswater.co.uk | Taking care of water
>
<
Bringing the
brand to life
Section
four
Section four
4.1
Our
style
>
<
Section four. Bringing the brand to life
4.1.1 Making Thames Water newsworthy
We want our brand to

stand out in the crowd,
catch peoples attention
and connect with customers.
That means taking an
editorial approach to
the way we present our
communications, with
bold attention grabbing
headlines, compelling
copy, dynamic photography,
and well thought-out page
layouts and less clutter.
Examples of how we can
make our communications
reect an editorial style
can be found within
this section.
>
<
We need to tell people about what we do and why,

very clearly, so that they understand us better. The best
way to achieve greater understanding is simply to tell
people about what we do in a very open, honest and
straightforward manner. We also want to ensure our
brand has plenty of personality by focusing on
people, using real life stories of our customers and
staff. Using an editorial style of design will enable us to
present Thames Water in a very modern, immediate
and accessible way. By following this style familiar
with newspapers and magazines we can make our
communications, clear, striking, compelling and
impossible to ignore.
>
Section four. Bringing the brand to life
4.1.2 Elements of our visual brand
<
Our visual brand has six

main elements.
Typefaces
Handwritten typefaces
This page shows the different

elements that make up our
visual identity. The rest of
the section shows how the
elements can be used together
to create a unique and
distinctive look and feel.
FS Albert abcdefghijklmnopqrstuvwxyz
Ardleys Hand abcdefghijklmnopqrstuvwxyz
Verdana abcdefghijklmnopqrstuvwxyz
RANT ABCDEFGHIJKLMNOPQRSTUVWXYZ
Photography
Colour
Illustration
Graphics
Section four
4.2
Our
publications
>
<
>
Section four. Our publications
4.2.1 Corporate
<
Publication:
Corporate Responsibility Report
76 | Planning for a sustainable future: Asset stewardship
What are we going

to do to make sure it all
still works in 25 years?
Ardleys Hand
Size:
A4
Design notes:
We want our communications
to be accessible to a wide
audience. Thats why we use the
grids presented in section 2.6 for
consistency and to guarantee a
professional layout.
Clear white space is very
important to us. Dont be afraid
to leave white space on a page
and dont think you have to ll
every single space. White space
will make sure our documents
remain clear and easy to read.
Consider using colour and tinted
boxes for highlight important
messages, and to divide complex
information as shown here. See
page 2.2.3 for guidance on how
to use tints effectively.
Planning for a sustainable future: Asset stewardship | 76
Key facts
- We own and operate a substantial
asset base. This includes reservoirs,
pumping stations, water and sewage
treatment works, and a huge network
of pipes (page 5 provides more details).
- The combined length of our water
mains and sewers is 100,000km
more than twice the circumference
of the planet.
- If our assets were entirely replaced,
it would require an investment of
almost 52 billion.
- We are currently investing an average
of 337 million per year to maintain
our assets.
Corporate Responsibility Report 2007
Our assets also include a range of

sites managed for wildlife conservation,
cultural heritage or public access and
recreation. These include 18 Sites of
Special Scientific Interest, over 100
Listed Buildings and historic features,
and over 120 sites used for bird
watching, water sports, sailing
and other activities.
Restoration work at Abbey Mills pumping station, east London
Our maintenance and investment programme

must be economically sound and sustainable.
Background
Our maintenance and investment
decisions involve a risk-based approach
that evaluates the likelihood and
potential impacts of failures across the
full range of our assets. This allows us to
focus our investment in areas that will
achieve the most value for customers
and the environment. It also allows us
to be responsive to changing priorities
as assets deteriorate over time and the
surrounding environment changes.
The views of our customers and other
stakeholders help to inform our decisions
on levels of service and priorities. We also
take into account the need to protect
public health, to ensure the health
and safety of everyone affected by
our operations, to meet statutory and
regulatory obligations, and to ensure
that our assets are resilient to events
such as severe weather, power failures
or other external incidents.
unity and
Placing the comm
e heart of
th
at
environment
do
we
ng
everythi
Our assets are not just restricted to water

and wastewater treatment facilities.
They include sites of local, national and
international importance for their wildlife
(or biodiversity), which we work hard to
protect and enhance. Of the 18 Sites of
Special Scientic Interest (SSSIs) that we
own, for example, some 96.8% of SSSI
units are in favourable status with 2.6%
classed as favourable recovering by
Natural England. We are working closely
with Natural England to maintain and
improve this record.
Our landholdings are also important
for their archaeological and cultural
heritage importance. Our heritage
assets include a variety of Listed Buildings,
historic properties, Scheduled Monuments
and archaeological remains. We work
closely with stakeholders including
English Heritage and local authority
archaeologists to ensure appropriate
protection, management and use of
these sites.
Drivers
We balance all of these competing

requirements to provide the
most cost-benecial, economic and
sustainable overall programme of
maintenance and investment that
delivers the service our customers require
both now and long into the future.
Compliance with statutory and

regulatory requirements, including
Health and Safety
The diagram opposite shows this

approach in more detail, with the tables
on pages 52 and 53 setting out our
specic plans to maintain service levels
across our range of water and wastewater
assets. More detail on some of these
activities can be found throughout the
Delivering for customers section of
Taking care of water.
Maintenance and improvement

of asset performance and
serviceability
Process
Company vision
and asset strategies
Key components
Company vision and Strategic Direction Statement
Customer and stakeholder research
Changes to external environment
Opportunities for innovation
Customer-preferred service levels

Increasing population and new
social and demographic trends
Resilience to extreme events such

as ooding
Data capture
and information
management
Performance and condition information

Predictions of future performance
Data validation and assurance
Asset planning
Risk assessments and prioritisation

Identication of priority requirements
Analysis of maintenance and investment solutions
Maintenance
and investment
programmes
Cost benet analysis

Priorities and programme development
Affordability of programmes
Development of efcient delivery programmes
Climate change
Sustainable development
New legal obligations
Best practice asset management
Benets to communities
Service delivery
>
4.2.2 Corporate
<
Publication:
25 year plan
Ardleys Hand
Size:
A4
Design notes:
Using photography in different
sizes can help to maintain a
readers interest and creates
impact. However, how large
you can use a photograph will
be dependent upon the quality
of the image.
Here we see examples of
images being used in different
sizes. The cover uses a series
of smaller images to represent
a range of stories, whilst a
dividing page focuses on one
large image.
Taking care of water

The next 25 years
Our plan for a
sustainable
futu re
at
We looked uture
f
what the ike
might be l
Looking to
the future
Taking care of water is the
result of extensive planning and
consultation. When developing
our strategy, we looked at what we
knew about the future and at what
life might be like in 2035. We then
explored how we could best respond
to these visions of the future. We
also carried out our largest public
consultation to date in order to nd
out what our customers, employees
and other stakeholders thought
about our current performance
and future priorities. This section
describes the results of this work
and shows how we took the views
of customers, employees and
stakeholders into account when
developing our nal strategy.
>
4.2.3 Guidance
Publication:
What were doing for you
Size:
DL
Design notes:
We want our communications
to be as easy to read and
follow as possible. That means
using a combination of clear
headings, highlight colours
and white space! If we ll every
single space on the page our
materials will become unclear
and cluttered, which may put
readers and customers off.
The example shown here
demonstrates a well balanced
DL leaet.
For guidance on how to use our
secondary colours effectively
see page 2.2.4.
<
Pressure
on local
water
sources
page 2
How were
reducing
leaks
page 3
Top tips to
save water
page 4
Why do we need more water?

Population growth
We will be supplying an additional 1.2 million
customers by 2035.
Social change
More people living on their own will increase the
amount of water used per person.
What were
doing for you...
Were facing a
challenging future
with increased
demand for water
Wed like you to do your
bit to save water. At the
same time well invest
in new projects to
This leaet tells how
well do it!
Climate change
Climate change could reduce the amount of
water available.
Pressure
on local
water
services
the hose pipe ban and
But wed also like you to
keep up the good work,
by doing your bit to save
water throughout the
year. At the same time
well invest in new projects
to guarantee your supply.
Did you know

Although it might seem like
it always rains, the Thames
Water region is in fact one of
the driest in the country.
around 160 litres per day
each. More than the national
average.
Half a million more people
will be living in this region by
2016, and climate change
is likely to mean hotter, drier
summers.
Our underground
droughtbuster a natural
reservoir where we store
surplus water helped
supply the capital for two
months during last years
dry summer.

of water together.
>
4.2.4 Guidance
Publication:
Protecting your water
supply for the future
Ardleys Hand
Size:
A5
Design notes:
Use supporting graphics and
handwritten typefaces to
highlight important information
as shown here. But be careful
not to use too many or to
overcrowd the page. It is
important to us that we produce
well balanced and carefully
throughout page layouts.
<
We are replacing many

of Londons oldest and
leakiest Victorian water
mains, and by 2010 will
have laid more than 1,000
Protecting yourmiles of new pipework.
water supply for

the future
dons
Replacing Lon mains
er
Victorian wat
This leaet contains important information about our mains

replacement programme, which is coming to your area soon. This
work will protect your water supply for the future but may involve:
temporarily interrupting your water supply;
parking bay suspensions; and
changing the way your electricity supply is earthed.
We will give you advice and warn you beforehand where necessary.
As part of this work, we aim to

renew all the pipes in the area
that serves you, working in several
streets at a time. There will
unfortunately be some short-term
disruption while we install the new
mains and reconnect local supplies,
but it will mean fewer leaks and
burst pipes for generations to come.
If you have additional questions,

we will be holding a customer
information session locally, details
of which are in the enclosed letter.
Alternatively, you can contact our
project ofce or call centre on the
numbers shown in the letter.
Why are we
doing this?
Water pipes in a number of
areas are still among the
oldest in the UK. In London,
a third of the water mains
are over 150 years old and half
are more than 100 years old.
Where possible, we will minimise

disruption by using technology
that avoids the need for digging
long trenches.
These cast iron pipes have served us well, but the

stresses put on them by modern-day trafc mean
they are reaching the end of their useful life. They
are also liable to fracture when soil moves as a
result of changes in temperature. We are therefore
targeting the areas where the mains are oldest
and leakiest, and replacing them with new plastic
ones. These will be more durable and exible,
protecting your water supply well into the future
What we
plan to do
We will install a new communication pipe,
boundary box and domestic water meter for
every building in the area. We will use the meter
to check for leaks and improve our understanding
of water usage. We will not use the new meter for
charging purposes, unless you ask us to. If you live
in a block of ats, a house that is converted into
separate apartments or if you are connected to a
shared supply, there will be one meter installed at
the supply pipe boundary. In this case we cannot
bill you using the meter, as it is unable to record
an individual propertys water consumption from
a shared supply pipe.
4.2.5 Educational
Publication:
Fun things to do
for water wise kids
Rant
Size:
A5
Design notes:
Our educational materials
should always be appealing,
bright and lively. They
provide a great opportunity
to use our distinctive style
of illustration, which is
created with brushstrokes.
Our handwritten typeface
Rant is also appropriate for
communications produced or
children and young people,
but should always be used
alongside our corporate
typeface FS Albert.
See section 2.3 for further
information on our typefaces.
>
<
Section four
4.3
Our
stationery
>
<
>
Section four. Our stationery
4.3.1 Letterheads
Here is an example of what a

well presented Thames Water
letter should look like. Letter
templates should always be
used alongside our pre-printed
stationery which are available
from Reprographics x54769
or x54783.
13mm
10mm
15mm
<
A Clearwater Court, Vastern Road
Reading, Berkshire
RG1 8DB
tel. 0118 373 0000

w. thameswater.co.uk
69mm
101mm
123mm
Addressee name
First line of address
Second line of address
Third line of address
Postcode
13 November 2008
Ref: Lorem ipsum
C Dear Mr Smith
A Verdana 10/12pt
B Verdana 12/14pt
C Verdana 12/14pt
D Thames Water logo at
A4 format 23mm high
Lorem ipsum dolor sit amet consectetuer adipiscing elit. Donec tristique pretium
dui Integer lorem in lor malesuada. duis aute. Eros et accumsan odio digni ssim
qui blan praesent luptatum rilghd delenit aug. ulcorper sci cipit lobortis dolor a
sit amet, consectetuer adipiscing elit, risus sodales dignissim. Fusce wisi lorem
consequat vitae, adipiscing sit amet adipi diam nonumy n euismod tincidunt.
Lipsum dolor sit amet, consectetuer adipiscing elit.
Yours sincerely
Name Surname
10mm
>
4.3.2 Business cards
5mm
This page shows an example

of our business cards. To place
an order for your business cards
please contact Reprographics
x54769 or x54783.
5mm
27mm
B
Paul Gell
Publications Manager
External Affairs
Clearwater Court, Vastern Road

Reading, Berkshire
RG1 8BD
T 0118 373 8844

M 07747 640750
E paul.gell@thameswater.co.uk
C www.thameswater.co.uk
A Name: FS Albert Extra Bold

9.5/10.5pt
Job title FS Albert Light
9.5/10.5pt
B Address: FS Albert Light
8/9pt with half line space
between the postcode and
telephone number
C URL: FS Albert Extra Bold
8/9pt
D Thames Water logo at

minimum size
6mm
<
5mm
>
4.3.3 Compliment slips
This page shows an example of

our compliment slip. To place an
order for your compliment slips
please contact Reprographics
x54769 or x54783.
10mm
10mm
10mm
<
A with compliments
74mm
B
C
Clearwater Court, Vastern Road

Reading, Berkshire
RG1 8BD
www.thameswater.co.uk
10mm
A FS Albert Extra Bold 12/14pt

B Address: FS Albert Light
9/11pt with half line space
between the postcode and url
C URL: FS Albert Extra Bold
9/11pt
C Thames Water logo at

minimum size
10mm
Section four
4.4
>
<
Our
ofce
communications
>
Section four. Our ofce communications
4.4.1 Project sheets
Typeface
Heading:
FS Albert Bold.
Body copy:
FS Albert Light 10/12pt
Introduction copy:
FS Albert regular 21/24pt
Subheadings:
FS Albert Extra Bold 10/12pt
Size:
A4
Design notes:
Our project sheets should
always be clear, corporate and
professional. For that reason they
are produced using our primary
colour palette. The logo should
always appear in the top right
hand corner, in the right size and
with the correct exclusion size
(see sections 2.1.2 and 2.1.3).
Due to the nature of our project
sheets they follow a different grid
system. An example of which can
be found on the following page.
<
Working for
a cleaner Thames
We are investing 400 million to increase the capacity

of our existing major sewage treatment works in London
(Mogden, Crossness and Beckton) another line.
Investing in Londons
Present velit ante, sodales vest ibulum,
tincidunt ut, hendrerit vel, lacus. Ut
facilisis, enim sit amet sagittis
molestie, ante lorem imperdiet neque,
et facilisis arcu libero sed risus.
In varius varius tortor. Proin semper
placerat lacus. Fusce varius nunc.
Donec iaculis, urna ut aliquet eleifend,
dolor ipsum mattis lacus, vitae
posuere turpis magna sit amet lectus.
Some of the benets
Morbi eget nibh egestas velit
imperdiet luctus. Phasellus tincidunt
scelerisque diam. Donec dictum est id
lacus blandit nonummy.
Thames Waters
approach to metering
We regard metering as the fairest way of charging for

water, since it provides a direct link between consumption
and cost, and an incentive to reduce water use.
Pellentesque habitant morbi tristique

senectus et netus et malesuada fames
ac turpis egestas. In hac habitasse
platea dictu mst.
Ut lacinia diam sit amet mi. Donec
mollis sem nec odio. Vestibuluelis.
Proin eget pede.
Increased metering
Mauris vel lectus. Suspendisse condi
mentum, eros sed commodo congue,
lorem diam egestas mauris, eu blandit
nulla mi semper est. Phasellus ligula.
Proin consequat elementum sem. Ut
metus. Nullam eros. Nullam aliquet.
Donec commodo ipsum ac ante. Fusce
at nibh. Nam eu purus ut tellus tincidunt
tempus. Nunc pede lacus, ultrices at,
ullamcorper sit amet, pulvinar nec,
sapien. In non velit.
What else are we doing?

Fusce iaculis, purus eget dictum
vulputate, tellus ante adipiscing urna,
posuere varius felis sapien eu augue.
Pellentesque varius laoreet orci. Ut
adipiscing. Morbi tortor sapien, modo
a, consectetuer nec, sollicitudin in,
sapien. In in justo. Aenean at dolor.
Aenean ac erat semper orci
pellentesque fermentum.
Image cation if required
The current situation

Present velit ante, sodales vest ibulum,
tincidunt ut, hendrerit vel, lacus. Ut
facilisis, enim sit amet sagittis molestie,
ante lorem imperdiet neque, et facilisis
arcu libero sed risus. In vus varius tortor.
Proin semper placerat lacus. Fusce varius
nunc. Donee, lorem diam egestas
mauris, eu blandit nulla mi semper est.
Phasellus ligula. Proin consequat
elementum sem. Ut metus. Nullam eros.
Nullam aliquet. Donec commodo ic
iaculis, urna ut aliquet eleifend, dolor
ipsum mattis lacus, vitae posuere turpis
magna sit amet lectus.
Further information can be found at www.thameswater.co.uk/cleaner thames
Compulsory metering?
Quisque vitae dui at elit volutpat c
Morbi eget nibh egestas velit imperdiet
luctus. Phasellus tincidunt scelerisque
diam. Donec dictum est id lacus blandit
nonummy. Pellentesque habitant morbi
tristique senectus et netus et malesuada
fames ac turpis egestas. In hac
habitasse platea dictu mst. Ut lacinia
diam sit amet mi. Donec mollis sem nec
odio. Vestibuluelis. Proin eget pede.
Flats are a problem
Fusce iaculis, purus eget dictum vulp
utate, tellus ante adipiscing urna,
consectetuer nec, sollicitudin in, sapien.
In in justo. Aenean at dolor. Aenean ac
erat semper orci pellentesque.
Further information can be found at www.thameswater.co.uk/metering water
>
4.4.2 Project sheets grids
Our A4 project sheet grids

have three columns to
ensure a clear layout
and consistency.
<
15mm
1
Working for
a cleaner Thames
We are investing 400 million to increase the capacity

of our existing major sewage treatment works in London
(Mogden, Crossness and Beckton) another line.
The grid for A4 project sheets

has a 15mm margin around
the page and 3mm gutters.
The examples on the far right
show how the three column
grid can be used to position
headings, body copy and
supporting images.
Investing in Londons
Praesent velit ante, sodales vest
ibulum, tincidunt ut, hendrerit vel,
lacus. Ut facilisis, enim sit amet
sagittis molestie, ante lorem imperdiet
neque, et facilisis arcu libero sed risus.
In varius varius tortor. Proin semper
placerat lacus. Fusce varius nunc.
Donec iaculis, urna ut aliquet eleifend,
dolor ipsum mattis lacus, vitae
posuere turpis magna sit amet lectus.
3 (full grid)
Some of the benets

Morbi eget nibh egestas velit
imperdiet luctus. Phasellus tincidunt
scelerisque diam. Donec dictum est id
lacus blandit nonummy.
What else are we doing?

Fusce iaculis, purus eget dictum
vulputate, tellus ante adipiscing urna,
a, consectetuer nec, sollicitudin in,
sapien. In in justo. Aenean at dolor.
Aenean ac erat semper orci
pellentesque fermentum.
Image cation if required
Pellentesque habitant morbi tristique

senectus et netus et malesuada fames
ac turpis egestas. In hac habitasse
platea dictu mst.
Ut lacinia diam sit amet mi. Donec
mollis sem nec odio. Vestibuluelis.
Proin eget pede.
3mm
15mm
Further information can be found at www.thameswater.co.uk/cleaner thames
>
4.4.3 PowerPoint templates (subject to conrmation)
08.10.08 01
Main title sits here

second line if needed
Bullet point copy is 15/20pt
Sed vel est curabitur eu felis
Quisque posuere eromsan mi
Sed ullamcorpe uis quis risus
Aenean luctus est vel justo
Banbury
River Cherwell
Riv
er
L
Oxford
River Tha
Swindon
mes
ee
lne
Important notes:
There should always be a
corporate blue banner at the
bottom of PowerPoint
presentations. It should contain
the presentation title and
Thames Water logo in the
bottom right hand corner.
All information should be aligned
to the left and presented on a
clear background for accessibility.
Do not use clipart. If you need
illustrations, please use our own.
See sections 2.5.1 2.5.4 for
information on our branded
illustration style.
Presentation title
08.10.08
Co
River
Typeface
Main heading:
Verdana bold 42/52pt
Speaker name:
Verdana bold 19pt
Headings:
Verdana bold 32/42pt
Bullet point copy:
Verdana regular 15/20pt
Body copy:
Verdana regular 12/16pt
<
High Wycombe
THAMES VALLEY
Slough
LONDON
Reading
River Kenn
et
Tidworth
Guildford
ey
rW
Rive
THAMES
VALLEY
Water region
Sewerage region boundary
Other water companies
Speaker name
Presentation title
08.10.08 02

Paragraph copy is 12/16pt. Suspendie
sent risus. Vivamus elit risus rutrum
quis suscipit nec, pretium et lectus.
Suspend isse dignissim elsse a velit
eu orci porta ultricus elit risus rutrum.
Subheading
pretium etlectus uspendisse dignissim
eleifend ligula. Pelit risus rutrum quis
sus cipit nec, pretium et lectus.
Presentation title
Suspendisse a velit eu orci porta ultrices. Vivamus elit risus rutrum quis
sus cipit nec pretium etlectus uspendisse dignissim.
Subheading
eleifend ligula. Praesent risus. Vivamus
elit risus rutrum quis suscipit nec, pretium et lectus. Suspend isse dignissim
eleifend ligula praesent risus.
08.10.08 03

Bullet point copy is 15/20pt

Sed vel est curabitur eu sed
Quisque posuere eromsan mi
Sed ullamcorpe uis quis risus
Aenean luctus est vel justo
Presentation title
Section four
4.5
Our
uniforms
>
<
>
Section four. Our uniforms
4.5.1 Uniform colours
<
Our uniforms can be

ordered in varying styles
and colours.
Our uniforms are created in
our primary colour palette
shown here.
Examples of Thames Water
uniforms can be found on the
following pages. Uniforms can
be ordered from e-procurement.
Black
Dark Grey
Light Blue
White
Light Grey
>
4.5.2 Uniform
<
Bespoke jackets are

available in black with black
eece or dark grey with a
dark grey eece
B
Shirts also available in

long sleeves
C
Blouse also available in

long sleeves
D
Jumper available in black.

Dark grey and light blue
would be bespoke colours
A
>
4.5.3 Uniform
<
T-shirt available in dark

grey, light grey, black, light
blue and white
B
Polo shirts available in black,

light blue, and white. Dark
grey and light grey would
be bespoke colours
C
Sweatshirts available in
black. Dark grey, light grey
and light blue would be
bespoke colours
D
Bespoke gilet. Available in

dark grey and black
A
Section four
4.6
Our
Livery
>
<
Section four. Our livery
4.6.1 Vehicle Livery
Our eet of vehicles contain

messages that reect the
Thames Water brand.
We want to reach out and
connect with our customers.
That means telling them more
about who we are, what we
do, and why. For this reason we
use our vans as a channel to
communicate messages about
our work.
>
<
Section four
4.7
Our
signage
>
<
Section four. Our signage
4.7.1 Entrance signs
The logo should always

be clear on signage and
follow the rules laid out
in section 2.1.
Our corporate typeface FS
Albert should be used on all
signage. No other typefaces are
permitted. Supporting graphics
such as arrows can be used as
directional icons.
>
<
Section four
4.8
Our
advertising
>
<
>
Section four. Our advertising
4.8.1 Corporate adverts
Keep things simple and

clearly presented. Dont
overload the page.
The Thames Water logo should
appear in blue on advertising as
much as possible. The logo can also
be used in black or white for single
colour adverts.
The logo should always appear
at the right size with the correct
exclusion zone. See sections 2.1.2
2.1.4 for further information on
using the logo. Consider using
our handwritten typeface and
supporting graphics to make
advertising more appealing. The
handwritten typeface should always
be used alongside our corporate
typeface FS Albert and never to
replace it.
Important notes:
Photography in adverts should show
Thames Water customers. They
should look like real snapshots of
everyday moments. See section
2.4 2.4.6 for guidance on using
photography effectively.
<
Were proud to
support Capital
Rocks and Help
a London Child
rs, we
on Londone
li
il
m
6
or
f
round
er supplier
enty to go
pl
e
b
As the wat
l
il
e.
w
sure there
tions to com
ra
e
n
e
g
or
need to en
f
d
children an
for todays
In the future there will be more people

living in the city and a likelihood of hotter,
drier summers. That means we need to
upgrade our pipe network to cope with
the extra demand. To do this, were
reducing leakage by replacing the capitals
oldest water mains. Were minimising
disruption by using the latest construction
www.thameswater.co.uk
techniques to reduce the need for digging

long trenches and working with local
authorities to lessen the impact on trafc.
Weve now renewed more than 550
miles of pipework in London and are
on course to replace over 1,000 miles
by 2010.
>
Section four. Our advertising
4.8.2 Recruitment adverts
Keep things simple and

avoid crowding too much
information into one advert
less is more.
The Thames Water logo should
appear in blue on advertising as
much as possible. The logo can
also be used in black or white
for single colour adverts.
The logo should always appear
at the right size with the
correct exclusion zone. See
sections 2.1.2 2.1.4 for further
information on using the logo..
Important notes:
Photography in recruitment
adverts should show Thames
Water staff at work. They
should look like real snapshots
of everyday moments. See
section 2.4 2.4.6 for guidance
on using photography
effectively.
<
Engineer a
career with
Thames
Water
Civil Engineers
Mechanical Engineers
Electrical Engineers
Process Engineers
Control and Instrumentation
Engineers
Project Management
Construction Engineers
Computer Aided Design
Geotechnical Surveying
Land Surveying
Quantity Surveying
Cost and Planning
Technical Support
To apply visit
www.thameswater.co.uk/careers
Enquiries t. +44 (0)118 373 8577
We are passionate about the

essential service we provide for
our millions of customers, their
families and businesses. We
need the best talent to continue
our great engineering tradition.
Thames Water is the UKs largest water

company. We provide water and waste water
services to more than 13 million people and
over 200,000 businesses across London
and the Thames Valley every day. The size
and complexity of our networks is unrivalled.
Were about to embark on some of the biggest,
most exciting, and important engineering
projects in our history. Join us and youll

become not only part of a world-class engineering
heritage, but also help us to re-establish
Thames Water as one of the UKs leading utility
companies. In return youll receive a competitive
salary and an attractive benets package
including nal salary pension scheme and
bonus opportunities.
Section four
4.9
Our
newsletters
>
<
>
Section four. Our newsletters
4.9.1 Departmental newsletters
All Thames Water

newsletters should follow
our editorial style, which
means keeping sufcient
white space.
Design notes:
The typeface FS Albert should
be used for all headings and
body copy. Our handwritten
typefaces can be used
alongside FS Albert to highlight
information and add interest
to the page. See section 2.2.4
for guidance on how to use our
secondary colours effectively.
that customers
I have always felt very strongly
ng we do
should be at the heart of everythi
Under the latest re-organisation of Customer Services,

the roles of some of the Leadership Team have been
completely transformed. In the second in our series of
articles, we interview Jill Jones (formerly Head of Contact
Centre) to discuss what the change will mean to her.
Q. Under the new structure you are
now Head of Customer Experience.
What will this role consist of?
A. Our vision is If customers had a
choice they would choose Thames
Water. My team will help to bring this
vision to life by developing our
customer experience. This will mean
working closely with the teams in Water
and Wastewater Operations, Customer
Services and Developer Services.
One of the rst things that my team
will need to do is really to understand
our customers feelings and then use
this feedback to develop the
experience we want our customers to
have. We will also be involved in
mapping customer journeys and
developing our customer channels.
I am also responsible for ensuring we
understand and comply with water
industry and other consumer regulations
as they apply to Customer Services.
Q. When will your new role start?
A. Ive already started, actually! I
began to dene the roles in my team

straight away.
Q. How large will your team be?
A. Its too early to say: there are only
ve of us at the moment. The teams
structure will evolve, depending on
how we ramp up our efforts to improve
the customer experience.
Q. How is your new role different to
what you were doing before?
A. My previous role was leading
people in the contact centre to deliver
a service to our customers. My new
team will set expectations and provide
help and support to front-line
operational managers.
Q. How will your role mesh with
Andrea Owenss new post and
Carl Leadbeaters role as Head of
Field Operations?
A. I will work with Andreas and Carls
teams around regulatory performance,
customer journeys and customer
channels. My team will say what
experience we want customers to have
21 February 2008
WALNUT
CHAMPIONS
An interview with
Jill Jones
<
CSnews
Are you nervous about the move to Walnut Court One? Have you heard all sorts of
rumours? Talk to our Walnut Champions!
and will liaise with Andreas and

Carlsteam, who actually interact with
our customers, to decide how to
implement it. Andreas and Carls team
will then be responsible for delivery.
Q. How do you feel about your
new role?
A. This role has never existed before
in Thames. I have always felt very
strongly that customers should be at
the heart of everything we do, so I am
very excited to be doing this. My role
and my team are works in progress.
I am looking for people who have a
real passion for our customers and
are determined to make a difference.
In order for us to help the business
we need to develop our capabilities.
Watch this space!
Q. How long have you worked
at TW?
A. I have worked at Thames for
30 years. I started as a Customer
Service Advisor and have worked in
many different departments around
the business.
Q. How long have you worked in
Customer Services?
A. Since January 2000 just over
eight years!
21 February 2008
CSnews
As mentioned in Januarys new year

briengs, it will soon be time for staff
in Walnut Court Two to move to
Walnut Court One. To ensure that the
process of moving is as smooth as
possible, and to nip the myth-making
process in the bud, Andrea Owens has
assembled an excellent team of
Walnut Champions: Julia Barnes
(Revenue Contact Centre), Chris Egan
Chris Egan
Julia Murphy
(Outbound Dialler), Tracy Gale

(Hydrant Licensing), Kelly Herbert
(County-Wide Collections), Mel
Simmons (Operations Contact Centre)
and Karla Walton (Disconnections).
Anne Roughton (Large Debts) will
represent Unison.
In the lead-up to the move, the
Champions will meet Andrea on a
Anne Roughton
regular basis to clarify what life will be

like in Walnut Court One and to
provide constructive employee input.
After each meeting, they will brief the
teams in Walnut Court Two.
For more information, or to share an
idea youve had, please contact Julia,
Chris, Tracy, Kelly, Mel, Karla or Anne.
In this issue:
Interview with Jill Jones pg2 Performance gures pg2 Q12 spotlight: County-Wide Collections pg2
DG9 customer satisfaction week pg2 Clear desk policy pg2 DG8 task force (part 2) pg2 Walnut Champions pg2
Update from Escalations pg2 Workforce Management interactive software demo pg2
Focus Desk re-branded pg2 IT Service Desk questionnaire pg2 Roy Williamss open letter (Dawn Williamss
father) pg2 London on tap pg2 Agent feedback from new year briengs pg2 The bells of Sales Max pg2
Tracey Gale
Workforce management interactive software demo

Feedback from the
Impact 360 (Workforce
Management) training
sessions has highlighted
that not everyone
understands how the
new scheduling system
will work and, most
importantly, how everyone
will benet from it.
CSnews
21 February 2008
The last issue advertised a series of

software demonstrations to be
organised by the Forecasting &
Planning team, to help us fully
understand the system.
The format has now evolved.
Will Brown will email Team Managers
and Leaders asking them to nominate
one person from their team to become
an Impact 360 Champion. This will
ensure that every team is represented.
Once all the submissions are received
(Team Leaders or Agents can apply),
MESSAGE
FROM DAVID
the Champions will be invited to a

90-minute kick-off session in March.
This is an opportunity to inuence
what the Forecasting and Planning
Team do and why they do it.
Champions would then be able to help
colleagues understand the systems
capabilities and how to get the best
from it. Following Wills email, all
nominations should be returned by
28 February.
It was an easy decision to invest

in transforming Customer Services,
because restoring our reputation
among customers is crucial to
achieving our corporate vision
and becoming the water company
of choice.
For more information, please

contact Will Brown
David Owens.
Chief Executive Ofcer
While Mike Tempest is

on a well-deserved
holiday, I thought I
might say a few words
on how I see Customer
Services at the moment.
Ill get straight to
the point: I am very
pleased with the
progress you are making.
The biggest changes
are still to come.
CSnews
21 February 2008
I see you all in Customer Services as

leading the way for the rest of the
business on customer focus. Creating
a brand new position called Head
of Customer Experience is a key step
forward, but the biggest challenge
will be to drive down our written
complaints gures. New, robust
escalations processes have been
introduced for this purpose. Please
use them to the full and raise
problems to Mike, John Halsall or
even to me if necessary.
When I joined Thames Water in 2006,
I said that I was condent we could
become the best water company in
the UK. Not many people outside
Thames agreed with me at the time,
given the obstacles we faced. But face
them we did: by meeting our leakage
targets, achieving 100% sewage

works compliance and leading the
industry in taste tests. If we continue
progress at this pace in 2008, we
stand a very good chance of beating
Yorkshire Water.
But we are not there yet and this is no
time for complacency. Reducing written
complaints requires us all to reassess
how we work and what our personal
impact on customers might be.
Although our corporate reputation
is improving, a careless loss of
customers data (of the sort that
happened at HM Revenue & Customs)
would send it crashing through the
oor once again. To prevent such costly
and embarrassing accidents, insist
that the clean desk policy be obeyed.
In the meantime, I wish you the best
of luck with Annual Billing.
Regards,
David
Section four
4.10
>
<
Our
display graphics
Section four. Our display graphics
4.10.1 Banner stands
This page shows examples

of banners which have
been design for internal
use at a staff conference.
The logo should normally
appear in the top right
hand corner, but can also
be placed in the bottom
right for internal use.
>
<
Our internal graphics

promote key messages
about our brand who we
are and what we do.
Our messages are kept clear
and concise to ensure they have
a strong impact.
Secondary colours, a
handwritten typeface and
supporting graphics are used
together to create a bright
and dynamic space.
>
<
>
<
4.10.4 Advertorials
Our advertorials celebrate

the great work that we do.
They are presented just like
magazine spreads to ensure
the information can be
easily read and understood.
The advertorials focus on stories
from the Thames tributaries.
Each advertorial is made up
of the same elements a
headline, an introduction, body
copy that tells the story, a
photograph, map, a quote from
a customer and/or member
of staff. An appropriate value
is also highlighted in one of
our secondary colours and
a supporting graphic. The
advertorials are a great way
to show our values in action.
>
<
4.10.5 Advertorials
>
<
>
<
Staying
on-brand
e
v
n
o
i
t
c
e
S
Section ve
5.1 Protecting our brand
>
<
Imagine the BBC logo with a missing B. The NHS logo in pink or the
Police Force identity in orange. Consistency can lead to greater recognition
and respect.
We want to communicate as effectively as we can with the public so they
understand who we are, what we do, and why. A brand identity with a high
degree of order and regularity will help Thames Water deliver memorable
communications, convey a professional image and build our reputation.
We all need to follow these guidelines to promote and protect the
Thames Water brand identity. We can only do it with your help, but we
do need rules. We hope that you will see these guidelines as a positive
contribution in preserving the impact of our communications.
Together we can ensure our brand remains strong and distinctive.
Section ve
5.2 Further information
These guidelines will help you to create communications

materials that are striking, clear, consistent and accessible
to a wide range of audiences.
Design queries
For any design queries please contact Paul Gell:
T. 0118 373 8844
M. 07747 640750
E. paul.gell@thameswater.co.uk
Supporting graphics and illustrations
To request any of our supporting graphics or illustrations please
contact Paul Gell:
T. 0118 373 8844
M. 07747 640750
E. paul.gell@thameswater.co.uk
>
<

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Draft seven. 24.09.08

Welcome to our brand guidelines

These guidelines have been created to make sure

Thames Water Guidelines

By following these guidelines you can accurately

How to use the guidelines

We all need to follow the guidelines laid out

How to ask for help

Introduction from David Owens

can use, and the style to follow when adding

The guide includes a section on style and

Our customer communications process

Complete and submit the questionnaire on the portal,

Final material will

b) Corporate Communications will make the nal decision

a) Where appropriate, suitable illustrations, such as

a) Corporate Communications will respond within ve

c) Where the communication or event cannot be provided

d) Sign-off is required from Corporate Communications

Thames Water Guidelines

1 Who we are and what we do

1.1.3 Our proposition who we are and what we do

1.1.6 Our values how we behave

2 What we say and how we say it

Our tone of voice

2.2 Our written style

2.2.8 Correct use of English and punctuation

Colour tints and typography

3.4 Our photography

3.2 Our colours

3.6 Our layout

4 Bringing the brand to life

Our office communications

4.5 Our uniforms

Protecting our brand

Thames Water Guidelines

4.8 Our advertising

Section one. Our brand

1.1.1 What is our brand?

Section one. Our brand

1.1.2 Why is our brand important?

Our role in providing water

contact and experience

Section one. Our brand

1.1.3 Our proposition who we are and what we do

Thames Water Guidelines

Thames Water is the water and sewage services business

Section one. Our brand

1.1.4 Our vision what we want to achieve

Thames Water Guidelines

Section one. Our brand

1.1.5 Our mission how well achieve our vision

To provide the best-in-class water

Thames Water Guidelines

We will achieve this by:

Section one. Our brand

1.1.6 Our values how we behave

Always doing what we say we are

Passionate about delivering for

Everything we do must lead to

Constructively questioning each

Creating an environment where