branding guidelines oct 2008[1]

Thames Water brand guidelines

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how to present ourselves correctly

Draft seven. 24.09.08

Thames Water Guidelines

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Introduction

Welcome to our brand 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.

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.

These guidelines have been created to make sure Thames Water communications alwaysconnect with customers

How to use the guidelinesYou 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.

How to ask for helpIf you require help using these guidelines or advice on producing materials on behalf of Thames Water please contact Paul Gell: [email protected] 0118 373 8844


Introduction

Introduction from David Owens>

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Dear Colleague

For too long now, we have had no process defi ning how our communications and materials are produced, or even how they should be written. That’s 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 fi nd the best solution for you and the company.

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 of English and how we should write certain words and abbreviations, as well as tips on how to write effectively.

The largest and fi nal section comprises our brand guidelines, which explain how we must present ourselves. They show how our logo should appear, the colours and typefaces we

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 it’s 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 it’s 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.

As a company, we communicate with huge numbers of people every day – internally and externally. Customers may ring us with an enquiry – but many more come across a piece of writing from us. They might be visiting our website; maybe we have sent them a letter about engineering work in their street; perhaps they are reading the leafl et that accompanies their bill.

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 I’ve said is also true for internal communications. Materials like slides, leafl ets 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 it’s not worth taking time over the nuts and bolts of how we present ourselves. I don’t 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.

David Owens

Chief Executive

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Introduction

Our customer communications processThis 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.

a) Corporate Communications will respond within fi 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.)

b) Corporate Communications will make the fi 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.

c) Where the communication or event cannot be provided internally, a supplier will be chosen from a roster of agencies selected by Corporate Communications.

d) Sign-off is required from Corporate Communications before Procurement will allocate a PO number.

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) 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.

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.

(NB – Ofwat and CCWater often require PDF versions for sign-off, so changes would be possible in such circumstances.)

Final material will be delivered to a timescale agreed with the content owner.

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Introduction

Contents>

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1.1 What is our brand?1.1.1 What is our brand1.1.2 Why is our brand important?

1.1.3 Our proposition – who we are and what we do1.1.4 Our vision – what we want to achieve1.1.5 Our mission – how we’ll achieve our vision

1.1.6 Our values – how we behave1.1.7 Our brand essence and personality

1 Who we are and what we do

2 What we say and how we say it2.1 Our tone of voice2.1.1 Our tone of voice2.1.2 Brand essence and personality2.1.3 The basics of good writing

2.2 Our written style2.2.1 Thames Water style2.2.6 Specifi c to Thames Water

and the water industry

2.2.8 Correct use of English and punctuation

3.1 Our logo3.1.1 The logo3.1.2 Exclusion zone3.1.3 Logo sizes3.1.4 Logo positioning3.1.5 Incorrect use of logo3.1.6 Working with partners

3.2 Our colours3.2.1 Corporate colours3.2.2 Secondary palette

3.2.3 Colour tints and typography3.2.4 How and where to use colour3.2.5 How and where to use colour: examples3.2.6 How and where to use colour: examples

3.3 Our typefaces3.3.1 Primary typeface3.3.2 Secondary typeface3.3.3 Handwritten typefaces3.3.4 Supporting graphics 3.3.5 Examples of how to use handwritten

typefaces and supporting graphics

3.4 Our photography3.4.1 What makes our photography ours?3.4.2 People at the heart of everything we do:

Our customers3.4.3 People at the heart of everything we do:

Our staff3.4.4 When a photograph isn’t right3.4.5 Working with photography3.4.6 Cut out photography

3 How we look


Introduction

Contents>

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4.1 Our style 4.1.1 Making Thames Water newsworthy 4.1.2 Elements of our visual brand

4.2 Our publications 4.2.1 Corporate 4.2.3 Guidance 4.2.5 Educational

4.3 Our stationery 4.3.1 Letterheads 4.3.2 Business cards 4.3.3 Compliment slips

4.4 Our office communications 4.4.1 Project sheets 4.4.2 Project sheets grids 4.4.3 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

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

4 Bringing the brand to life

5 Staying on-brand5.1 Protecting our brand 5.2 Further informaton

3.5 Our illustration 3.5.1 Our illustration style 3.5.2 Our illustrations – environment 3.5.3 Our illustrations – at home

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 3.6.3 Grids: A4 portrait


Who we are and what we do

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Section one


Our brand

Section one >

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1.1


Section one. Our brand

1.1.1 What is our brand?

A brand is much more than just a logo. Our brand is the space we occupy in people’s minds. There are three elements that make up our brand.

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Who we are, what we do and

the way we behaveHow we look

What we sayand how we say it



1.1.2 Why is our brand important?>

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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.

How people think and feel about Thames Water and the services we deliver is a priceless asset worth protecting. Our aim is to manage people’s perceptions and expectations so that, over time, we become customers’ number one choice.



1.1.3 Our proposition – who we are and what we do>

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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 forward-thinking 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.

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.



1.1.4 Our vision – what we want to achieve>

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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.

If customers had a choice, they

would choose Thames Water



1.1.5 Our mission – how we’ll achieve our vision>

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We will achieve this by:• Working closely with

our customers and stakeholders to better understand their needs and expectations

• Planning and delivering services that anticipate those needs and expectations at a reasonable cost

• Building credibility and trust with all stakeholders by saying what we will do and doing what we say

• Developing the most capable, dedicated and technically advanced team in the management, maintenance and operation of a water and sewage business

• Embracing innovation and investing in the people tools, resources and technology necessary to get the job done effi ciently and safely

• Educating and informing the public about the value of water

• Improving fi nancial performance by maximising cash collection, a continued drive for operational effi ciencies and completing capital projects on time and within budget

To provide the best-in-class water and sewerage service, which is profi table and sustainable and acts in the long-term interests of both our customers and the wider community



1.1.6 Our values – how we behave>

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Passionate about Thames Water

– The kind of person we

want to work for and

represent the company

Reliable

Committed

Purposeful

Challenging

Supportive

Always doing what we say we are going to do

Passionate about delivering for customers. Doing that bit more because we care

Everything we do must lead to improved customer service, delivery of our regulatory outputs and profi tability

Constructively questioning each other in the search for continuous improvement

Creating an environment where people can voice their opinions and ideas. Being receptive of other people’s views and considering the consequences of our actions



1.1.7 Our brand essence and personality>

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Straightforward

Saying it as it is in plain English without complicating or dressing things up unnecessarily

CREATING COMMUNICATIONS THAT CONNECT WITH CUSTOMERS

OpenActively communicating what we’re doing and just as importantly, why we’re doing it.

Honest Upfront with our customers without hiding behind a corporate veneer

RealNatural photography of real people in real places

Confi dentProud to communicate the facts about who we are and what we deliver

Brave • Bold and expressive in our use of colour and type• Fearless in cutting back clutter to present clear,

compelling, newsworthy communications

What we sayand how we say it


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Section two


Ourtone of voice

Section two >

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2.1


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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, it’s easy to forget this. We might not realise that most of them won’t know what ‘potable water’ or ‘abstraction’ is, or what AMP stands for, let alone means.

At the same time, it’s 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

legislation make it all the more vital that our communications are effective and compelling.

But good writing isn’t 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 isn’t about making everything look the same. While it’s important we retain some regularity in our communications, they also need to have individuality and impact.

So don’t 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.


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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 defi ne 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:

StraightforwardWe should use language that is clear and down-to-earth. This means avoiding jargon, minimising the use of acronyms, and where possible writing short sentences. It also means it’s OK to sometimes use colloquialisms and contractions (such as ‘don’t’).

OpenOur writing should actively communicate what we’re doing and why. We should explain our actions clearly, in a way that doesn’t hide behind specialist terminology.

HonestTo become our customers’ number one choice, we need to earn their trust. Sometimes things go wrong, or diffi cult decisions must be made. When we write about these, we must give proper, truthful explanations.

RealWhere 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.

Confi dentWe won’t appear confi dent if we’re 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 signifi cance of what we’re writing about.

BraveIt's ok to be bold in our use of language. So use attention-grabbing 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’.

Don’t cover the page with text. Clean spaces say as much as words.


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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 writingThink about your audience and what you want to get across to them. What do you want them to do after reading your words?

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.

Put your most important point fi rst Grab your reader’s attention by starting with the main message you want to convey.

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 fi rst paragraph.

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.

Avoid making your paragraphs too longBorrow 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 fi x the pipe.

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.

Write positive sentences rather than negative ones

When you’ve nothing more to say, stopDon’t dilute your message by adding unnecessary detail.

Jargon – and suggested replacements

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

Rehabilitation – repair, improvement, upgrade

Refurbishment – improvement, upgrade

Reinstatement – putting back, replacing

Strategic – Is this word really required, or being used simply to make the issue sound more important?


Ourwritten style

Section two >

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2.2


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Section two. Our written style

2.2.1 Thames Water style

A to ZWhen using this term, write ‘A to Z’, not ‘A – Z’ or similar.

AbbreviationsDo 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.

AcronymsThe 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 fi 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.

AdviserOur style is to spell this as above, not ‘advisor’. However, note the spelling of ‘advisory’.

Among / amongstWrite ‘among’, not ‘amongst’.

Ampersand (&)Do not use the ampersand unless it is part of a name, like Marks & Spencer, B&Q or Tate & Lyle.

BoardThe Board of Thames Water has a capital B.

BillionA billion is accepted as meaning ‘a thousand million’ (and not ‘a million million’).

Birdwatcher / birdwatchingWritten as one word, not two, and unhyphenated.

BrailleWritten 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 pointsRestrict the use of bullet points to emphasising specifi c, 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.

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.

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.

Capital lettersWithin 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’.

CenturiesOur style is ‘20th century’.

Citizens Advice BureauReference to an individual offi ce should be written as above. Note that the plural is written ‘Bureaux’. Collective nounsNouns 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


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stamping their feet.’ ‘The committee asked questions to address their concerns.’

Company namesUse 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 pointsUse 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.

ContractionsContractions such as ‘couldn’t’, ‘hasn’t’, ‘I’m’ and ‘it’s’ 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.

COODo not use this expression when writing in external documents about parts of the business that report to the Chief Operating Offi cer.

Corporate responsibilityThis term should be written out in full, in lower case, not as ‘CR’. We use this term in preference to Corporate Social Responsibility.

CouncillorsUnless mentioning a specifi c councillor (for example, Councillor John Smith), the word and its plural should be written in lower case.

DashesUse dashes to break up text – just like this – when a comma is insuffi cient.

DatesOur 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 fi 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 titlesWhen 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.

egNo points, but use a comma before and after.

EmailWe write this as above, unhyphenated.

etcThis should not have a full point. It should be preceded, and followed, by a comma.

Exclamation marksDo not use these to emphasise text. Only include an exclamation mark if you need to make a warning clear.

Foreign words and phrasesShould 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.

Full stopsFull stops are not required with initials in names (P Brown) or in abbreviations, for example BBC, UK, eg, PTO.

Geographical information systems (GIS)GIS is an acceptable acronym, but external documents should


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fi 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.

GovernmentUse a capital letter when referring to a specifi c government, eg, ‘The Government announced it supported the decision.’ Use lower case in all adjectival contexts, eg, a government consultation, a government decision.

Highways authorityThis term should be written ‘highways authority’ (ie, lower case) when referring to the local authority which manages an area’s 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.

HyphensThere is no fi 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’.

Hyphens are sometimes needed to make the sense clear, eg, ‘re-present’ (meaning to present again) is different from ‘represent’. Compound adjectives (two-worded descriptions) are normally hyphenated, eg ‘twin-track approach’ or ‘20-year agreement’. But hyphens are not used for adverbs, eg, ‘genetically modifi ed’.

When hyphenated words occur in sets of two or more, use the following style: ‘The site was

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 ‘fi ve-year plan’.

InternetShould be written in lower case: ‘internet’.

Inverted commasSee also Quotations.Use double inverted commas / quotation marks for quotations, and single ones for words you want the reader specially to notice.

Ise / izeWhere there is a choice between ‘ise’ and ‘ize’ to end words, use the British spelling ‘ise’, as in ‘realise’, not ‘realize’.

ItalicsSee Referencing document or publication titles.

Job titleDo not break a job title across two lines.

KilometresThis can be abbreviated to ‘km’.

LayoutMost external documents should be ragged right, i.e. left-aligned and not justifi ed to fi ll the whole line.

As an editorial-style publication, text in The Source is fully justifi ed.

ListsStraightforward lists do not need a comma before the fi nal ‘and’, but it can sometimes help the reader, as in ‘The topics covered included regulation, health and safety, and communications.’

Local authoritiesShould be written in lower case, not ‘Local Authorities’.

MillionsSee Numbers.

MoneyUse 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’.

NamesDo not break a name across two lines.

NGOsThis is an acceptable acronymn, but external documents should fi rst set out the term in full, as in ‘non-governmental organisations


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(NGOs)’. Note that this is an example of an expression in which the spelled out words do not require capitals.

NumbersThe numbers one to ten should be written in words. Use fi gures for 11 upwards. There are exceptions to this rule, and you should use fi 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

If you must start a sentence with a number, then write it out rather than using fi gures.The above rules also apply to references to a series, for

example, ‘This is our 15th consecutive publication and our fourth Corporate Responsibility Report’.

When referring to something that is available around the clock, write ‘24 hours a day’, not ‘24/7’.

Hyphenate fractions, e.g. two-thirds.

Use commas in numbers from 1,000 upwards.

Abbreviations used with fi 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 fi rst reference; use ‘bn’ or ‘tn’ thereafter. Sums of money should be written as ‘£10bn’.

OKWrite as above, not ‘okay’.

One in ten, etcThe noun phrase ‘one in ten’ (or whatever number) signifi es 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.’

One-to-oneWrite as above, not ‘1:1’ or ‘121’.

OnlineWrite as one word, with no hyphen.

On toWrite as two words, not one.

PDFWrite in capitals, as above.

PercentagesUse the words ‘per cent’ instead of the % sign, except in communications with a great deal of fi gure work.

PlcWrite in lower case, not ‘PLC’.

PolyethyleneWrite in lower case.

PowerPointWrite as above, with two upper-case Ps.

QuotationsOpen a quote with a colon, not a comma. For example: Chief Executive David Owens said: “The company’s vision is …”

For a quote after a colon, the quote itself starts with a capital

letter and the full stop appears within the end quotes.

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 fi nal one.

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 MainTry to refer to this in the fi rst instance as ‘our Ring Main’, so readers realise it is our asset. Never refer to is as the TWRM.

SeasonsWrite these in lower case (spring; summer, autumn; winter).


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Section headings within documents and reportsSee also Titles of documents

Only the fi rst letter should be capitalised, eg ‘New sources of water’, ‘Managing uncertainty’.

Speech marksSee Inverted commas, Quotations.

StreetworksWherever possible in external documents, refer to ‘roadworks’ (one word). ‘Streetworks’ is acceptable as a term internally.

Telephone numbersDo not use hyphens in telephone numbers.

Third-party damage, third-party endorsement, etcThe fi rst two words of the phrase should be hyphenated, as above.

TidewayThe Thames Tideway, or Tidal Thames, should have a capital letter.

TimesTimes should be written 10am, not 10.00am. We don’t use the 24-hour clock, so we write, for example, 6.30pm, not 18.30.

TimespansTake 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.

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’.

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 documentsSee 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.

TonnesWeights should be expressed in metric tonnes, rather than imperial tons.

Twin-track approachThe fi rst two words should be hyphenated, as above.

UnderliningDo not use underlining to emphasise text. If you must do so, put the word or phrase in bold.

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 addressesThese should be written in bold. There is no need to use the http:// in a web address.

WebsiteWrite as above – one word, not hyphenated.

While / whilstUse ‘while’, not ‘whilst’.

YearsSee also Dates.When referring to fi 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 ‘fi 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.


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2.2.6 Specifi c 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 non-technical external communications, we should briefl y explain how the process works; it is insuffi cient simply to write ‘Combined Heat and Power (CHP)’, without telling the reader more.

Consumer Council for WaterWhen abbreviating, write as ‘CCWater’, not ‘CC Water’ , and never ‘CCW’.

Customer CentreUse capital letters when referring specifi cally to our Customer Centre, but not when generically referring to a customer or call centre. Walnut Court should have capitals.

Department namesExternal references to different parts of our business should be written in lower case, for example, ‘our customer services, legal, and research and development teams’.

DefraThe 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 NatureThe organisation is now called Natural England.

Environmental Impact Assessment (EIA)Written in upper case when spelled out in full.

Executive Management TeamReferences to the EMT as a specifi c 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 fi 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 StandardsThis is the name of the guarantees that apply to all

water and sewerage customers in England and Wales. Thames’s equivalent is known as the Customer Guarantee Scheme.

HippoWhen referring to this water-saving device in external communications, explain what it is, and ensure it is written in upper case.

Job titlesJob titles within Thames Water are written in upper case, for example Project Engineer, Process Controller.

London Water Control CentreUse this term in external documents, rather than referring to ‘Hampton Coal Wharf.’

MacquarieGeneral references should use the above style, not ‘Macquarie Bank’ or ‘Macquarie Group’.

Specifi c areas of Macquarie’s business (for example,

Macquarie Capital Funds) should be referred to by their specifi c names.

Megalitres per dayAlthough it is fi 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.

OfwatThis is an exception to the rule of fi rst spelling out the full name of an organisation before abbreviating it. We should refer to ‘Ofwat’, rather than fi 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’.

OlympicsOur style should be, in the fi rst reference, to quote the full title, ie, Olympic Games and Paralympic Games.


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2.2.7 Specifi c to Thames Water and the water industry

Phosphorus‘Phosphorus’ is a noun, ‘phosphorous’ an adjective.

Potable waterThis expression will require explanation for most external readers. It is therefore better to write about ‘water that is fi 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.

ProvincesThe area we cover outside London should be referred to as the Thames Valley.

River LeeOur style is to spell the name of this river as above.

Save-a-fl ushThe manufacturers of this water-saving device write the name in lower case, as save-a-fl ush.

Sewage Treatment WorksUse 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 fi nd alternatives, such as (for example), ‘Beckton’, ‘the works’, ‘the plant’ or ‘the site’.

(References to) Thames WaterThames 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 fi 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 ‘Thames’s’. For example, we would refer to ‘Thames’s policy, not ‘Thames’ policy’.

Thames Water regionAlways 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 ValleyWe should use this term to describe the area we cover outside London, instead of referring to ‘the Provinces’.

Vale of White Horse District CouncilThis Oxfordshire local authority is referred to as above, not ‘the Vale of the White Horse District Council’.

Victorian Mains ReplacementUnusually 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.

VisionNote that our vision contains a comma: ‘If customers had a choice, they would choose Thames Water.’

WastewaterWritten as above in one word, rather than ‘waste water’.

WaterAidOur principal charity is written as above.

Water UKWrite as above, not ‘WaterUK’.

Water Treatment WorksUse 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 ZoneNever abbreviate this to WRZ. If the term must be used, write fi rst reference in full, as above, and thereafter refer to the Zone.


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All rightTwo words, not ‘alright’.

ApostrophesThere 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 team’s 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 fl ooding to people’s homes’, not ‘peoples’ homes’.

• ‘We planned the children’s visit’, not ‘childrens’ visit’.

The possessive form of ‘Thames’ should always be

‘Thames’s’. We would therefore write that ‘many of Thames’s employees are based at Walnut Court’, not ‘Thames’ employees’.

Apostrophes should be incorporated in phrases such as ‘48 hours’ written notice’ ‘two years’ time’ and ‘three weeks’ holiday’.

Apostrophes should not be used when referring to the plural of acronyms. For example, several Sites of Special Scientifi c Interest would be ‘SSSIs’, not ‘SSSI’s’. And we would refer to ‘meetings with several MPs’, not ‘MP’s’. A writer who feels it necessary to abbreviate a reference to several treatment works should refer to ‘WTWs’ or ‘STWs’, again with no apostrophe. Apostrophes should not be used when referring to decades. For example, we would refer to

a reservoir being built ‘in the 1920s’, not ‘in the 1920’s’.

One of the most frequent errors is the use of ‘it’s’ for the possessive form of ‘it’. For example, we should write: ‘When opening the treatment works, Mr Morley praised its innovative design’, not ‘it’s innovative design’. ‘It’s’ should only be used as the contraction for ‘it is’ or ‘it has’, as in ‘It’s pleasing to receive such praise’ or ‘It’s taken three years to construct.’

BracketsRound brackets (parentheses) should be used for digression or explanations within sentences. As a guide, the maximum number of words contained within should be about 20, preferably less – otherwise, the reader starts to lose the drift of the main sentence.

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 25-year plan, Taking care of water, as saying: ‘It’s when you’re abroad that you realise that you’re 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 namesThere are two types of sentence construction:• Example one: ‘Thames

Water’s 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.


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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 / inquiryUse ‘enquiry’ for the general sense of ‘ask’; use ‘inquiry’ specifi cally 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 / sentencesEnsure that you keep complete sentences separated by a full stop, rather than linking them with a comma because they seem to fl 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, etcEnsure you are grammatically consistent within a sentence. For example, in the sentence ‘Our fi nance team was recognised for their work’, the verb and pronoun are in disagreement, and ‘their’ should be replaced by ‘its’.

Its / it’sSee 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 fi re.’

Split infi nitivesThe infi nitive of a verb is the form where no specifi c subject is indicated, and is always characterised by the word ‘to’, as in ‘to work’, ‘to pay’, ‘to consider’. A split infi nitive 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 infi nitives, 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 wayTwo words.

Your / you’re‘Your’ is the possessive form of ‘you’, as in ‘It’s your turn’, ‘your job’, ‘your house’. It should not be confused with ‘you’re’, which is the abbreviation for ‘you are’.


How we look

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Section three

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Our logo

Section three

3.1


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 [email protected] or 0118 373 8844. Using the approved artwork will help avoid incorrect usage.

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x x


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 defi ned 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.

x

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To ensure consistency a range of recommended logo sizes have been developed for use on common document sizes (A6, A5, A4, A3).

Increase the size of the logo proportionally for documents larger than A3.

The logo should never be used smaller than 10mm in depth.


3.1.3 Logo sizes

15mmA6 format

A5 format 19mm

A4 format 23mm

A3 format 30mm

10mmMinimum size

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3.1.4 Logo positioning

x

x

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 defi ned by the document size (see page 2.1.3). The exclusion zone defi nes the exact position of the logo from the corner of the page, (see page 2.1.2).x = exclusion zone

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Corporate Responsibility Report 2007

Placing the community and

environment at the heart of

everything we do


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 [email protected] or call 0118 373 8484.

Conference 2008

Never add elements to the logo

Never crop the logo Never place the white logo on a tinted background

Never place the blue logo on a colour other than white

Never distort the logo Never rotate the logo


3.1.5 Incorrect use of logo>

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Whenever possible place the Thames Water logo fi 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>

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Our colours


Section three


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3.2


Pantone 293c100 m57 y0 k2r0 g96 b169RAL 5005. Signal blue hex: 0047b6

White

r255 g255 b255RAL 9016. Traffi c whitehex: ffffff

Section three. Our colours

3.2.1 Corporate colours

Pantone 423k44r169 g170 b172RAL 7004. Signal greyhex: 939495

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.

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Pantone 145c0 m47 y100 k8r229 g146 b0RAL 2000. Yellow orangehex: cf7600

Pantone 233c11 m100 y0 k0r210 g0 b122RAL 4010. Telemagentahex: c90081

Pantone 259c55 m100 y0 k15r124 g18 b114RAL 4008. Signal violethex: 6c1b72

Pantone 7405c0 m10 y99 k0r255 g220 b0RAL 1021. Rape yellowhex: ecc200

Pantone 383c20 m0 y100 k19r190 g189 b0RAL 6018. Yellow greenhex: 9ea900

Pantone 632c92 m0 y15 k5r0 g157 b196RAL 5018. Turquoise bluehex: 009ec0


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 2.2.3–2.2.6 for guidance on how to use them correctly.

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3.2.3 Colour tints and typography

Remember text legibility when working with tints.

We want to ensure our brand doesn’t 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%

Minimum tint value when using white text

80%+ 100% 80%+ 80%+ 80%+ 80%+ 80%+ 80%+

60%– 100%– 80%– 70%– 50%– 70%– 90%– 100%–

PMS 293 PMS 7405 PMS 145 PMS 233 PMS 259 PMS 632 PMS 383 PMS 423

Maximum tint value when using black text

Minimum tint value when using coloured text

Aa60%+

Aa100%

Aa60%+

Aa60%+

Aa60%+

Aa60%+

Aa55%+

Aa60%+

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3.2.4 How and where to use colour

The colour wheel helps us choose colours that work well together.

PMS 145 PMS 233

PMS 383 PMS 632

PM

S 7

40

5 PM

S 2

59

PMS 293

PMS 423

White

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.

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.

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.

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Wastewater fl ooding guidelines

We’re really sorry that you’ve recently suffered wastewater fl ooding.

This leafl et will answer some of your questions and concerns.



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.

How we’re reducing leakspage 3

Top tips to save waterpage 4

Pressure on local water sourcespage 2

What we’re doing for you...

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Members’ handbook

Your guide to the 2005 Section of the Thames Water Pension Scheme

Severe storms and long heavy rain Flooding is usually caused by severe storms and long heavy rainfall. This can cause drains to over fl ow, especially in low-lying areas.

Blocked drains and sewersBlockages occur when something stops water from fl 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 diffi cult 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.

This means household wastewater mixing with rain water and causing unnecessary pollution, or rainfall ending up in a household system, causing it to overfl ow in heavy rain.

Overloaded sewers The amount of wastewater fl 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 fl ood defenses.

• Sometimes high river levels contribute to sewers fi lling up and fl ooding.

How to avoid blockages:– to reduce the risk of blockages

make sure external drains are clear.

– don’t put household waste (fat, grease, paper and cloth) down the drain. Bag it and bin in!

What causes wastewater fl ooding?



3.2.6 How and where to use colour: examples>

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We’re facing a challenging future with increased demand for water and less availability. We’d like you to do your bit to save water. At the same time we’ll invest in new projects to guarantee your supply.

This leafl et tells how we’ll do it!

Why do we need more water?

Population growthWe 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 changeClimate 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 we’re only just recovering.

We’d 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 we’d also like you to keep up the good work, by doing your bit to save water throughout the year. At the same time we’ll 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 year’s dry summer.

Safeguarding the future of water together.

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 fi 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 effi ciency 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 effi ciency 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.

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 fi rst hosepipe and sprinkler ban for 15 years.

Bore tem velesto odolestin ulluptate er susto dit, consequ amconumsan elessi ex eugiat alit iustrud doloboreet alis

work, including demand management activity and water resource development.

The desalination plant for London is a signifi cant 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 fi 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 London’s 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 effi cient 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 specifi c 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 fi nd out more about how we measure leakage on our website.

Monitoring our use of river water

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 don’t 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).

We are continuing to limit the amount we take from our rivers and implement schemes to alleviate low river fl 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.

• 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 defi cit in the London area which is being addressed through an extensive programme of


Our typefaces

Section three >

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3.3

Thames Water Guidelines AaSection 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 ZzThin/Light/Regular/Bold/Extra Bold

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Section three. Our typefaces

3.3.2 Secondary typeface

AaAriel 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 ZzRegular/Bold

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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. A

Ardleys Hand Aa>

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For use on all materials

RANTFor use on educational materials only



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 [email protected] or 0118 373 8844.

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3.3.5 Examples of how to use handwritten typefaces and supporting graphics

The following pages show how handwritten typefaces and supporting graphics can be used together.

The handwritten typefaces and supporting graphics 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

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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 fl 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.

Delivering for customers

We set out our strategy to deliver the services that customers want

Taking care of water The next 25 years

Our plan for a sustainable

future


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Publication:Protecting your water supply


Size: A5

This leafl et 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.

We are replacing many of London’s oldest and leakiest Victorian water mains, and by 2010 will have laid more than 1,000 miles of new pipework.

These cast iron pipes have served us well, but the stresses put on them by modern-day traffi c 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 fl exible, protecting your water supply well into the future

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 fl 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 property’s water consumption from a shared supply pipe.

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.

Why are we doing this?

Where possible, we will minimise disruption by using technology that avoids the need for digging long trenches.

What we plan to do

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 offi ce or call centre on the numbers shown in the letter.



Protecting your water supply for the future

Replacing London’s Victorian water mains


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Publication: Safety leafl et

Handwritten typeface: Rant

Size: A5




Our photography

Section three >

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3.4


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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 clichéd or passé.

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 fi 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.

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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.

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3.4.4 When a photograph isn’t 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 cliché don’t use it. Ask yourself if the photograph looks like it has caught a real moment in time.

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3.4.5 Working with photography

Photographs should be selected to support copy and refl ect 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 fi 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.

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B

A C







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 specifi c 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.

We’re facing a challenging future with increased demand for water and less availability.

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We’d like you to do your bit to save water. At the same time we’ll invest in new projects to guarantee your supply.

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Our illustration

Section three >

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3.5


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 [email protected] or 0118 373 8844.

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Section three.

3.5.2 Our illustrations – environment>

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sun water drop cloud tree

rain windmillbirdsfi sh

citysheepfl ower


Section three. Our illustration

3.5.3 Our illustrations – at home>

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house report watering can tap

washing machine pegbucketglass

toothbrushbathshower umbrella



3.5.4 Our illustrations – service and miscellaneous>

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hard hat spanner van meter

quote marks Athought bubblespeech bubble

magnifying glasspound signtrophy

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 benefi cial. 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.

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 fi 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 effi ciency 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 effi ciency 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.

Water resourcesThe threat of drought and the demand for water were rarely out of the headlines in 2006/07, resulting in the fi rst hosepipe and sprinkler ban for 15 years.

Corporate responsibility report 2006/07 5

At present, there is a supply defi cit 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 signifi cant 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 fi 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 London’s 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 effi cient 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 specifi c 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 fi nd out more about how we measure leakage on our website.

Monitoring our use of river water 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 don’t 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).

We are continuing to limit the amount we take from our rivers and implement schemes to alleviate low river fl 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.

• 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.

23% of water comes from groundwater 77% comes from rivers

Water main bursts have fallen by 18% in a year

Corporate Responsibility Report

» Welcome from David Owens (our CEO) p2 » Highlights and lowlights p3 » Stakeholder engagement p8 » Identifying the important issues p12» Responsibilities p22» Looking ahead p30

Water matters Teachers guide

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Placing the environment and community at the heart of everything we do


Our layout

Section three >

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3.6


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

7m

m

4m

m

1 2

2 (full grid)

1 1

We’re facing a challenging future with increased demand for water and less availability.


We’d 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.


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.




A

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Section three.

3.6.2 Grids: A5 portrait

Using a variation of columns adds interest and variety to our communications. It also allows for variety, pace and space when presenting content.

The grid for A5 documents has a 8mm margin around the page. It contains six columns which can be used fl 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.

8m

m

4m

m

8mm

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Delivering the requirements of our customers

Customers at Newham Hairdressers London

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Severe storms and long heavy rain Flooding is usually caused by severe storms and long heavy rainfall. This can cause drains to over fl ow, especially in low-lying areas.

Blocked drains and sewersBlockages occur when something stops water from fl 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 diffi cult 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.

How to avoid blockages:– to reduce the risk

of blockages make sure external drains are clear.

– don’t put household waste (fat, grease, paper and cloth) down the drain. Bag it and bin in!

What causes wastewater fl ooding?

70 | Delivering for customers: Odour

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.”

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. Retrofi tting is usually diffi cult 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-benefi cial 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.


Section three.

3.6.3 Grids: A4 portrait

Our A4 grids have nine columns to allow for a fresh, modern editorial look and feel.

The grid for A4 documents has a 10mm margin around the page. It contains nine columns which can be used fl 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.1

0m

m

4m

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9 (full grid)

10mm

1 2 3 4 5 6 7 8 9

7

4 4

3 3 3

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Taking care of water | www.thameswater.co.uk

In the medium term (2010–2015), we will:

• Continue to operate a risk management framework that identifi es and prioritises sites that are causing odour problems (those generating signifi cant odour complaints, for example) and sites that are at future risk from odour issues (generally because of new nearby housing development).

• 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-benefi cial.

– 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 fi ve ‘odour units’ at the site boundary (such as at our new Reading sewage works).

• Design upgrades to existing sewage works to avoid increasing odour.

• Keep local communities better informed about the potential odour impacts of planned maintenance at existing sewage treatment sites.

• Work with local authorities, Environmental Health Offi cers and developers to achieve the most sustainable use of land around sewage works.

In the long term (2015–2035), 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-benefi cial 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

Delivering for customers: Odour | 70

Our response

www.thameswater.co.uk | Taking care of water

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Bringing the brand to life

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Section four


Our style

Section four >

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4.1


Section four. Bringing the brand to life

4.1.1 Making Thames Water newsworthy >

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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.

We want our brand to stand out in the crowd, catch people’s 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 refl ect an editorial style can be found within this section.

Our visual brand has six main elements.

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.


Section four. Bringing the brand to life

4.1.2 Elements of our visual brand>

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Typefaces

Photography

Illustration

Colour

Graphics

RANT – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Ardleys Hand – abcdefghijklmnopqrstuvwxyz

Handwritten typefaces

FS Albert – abcdefghijklmnopqrstuvwxyz

Verdana – abcdefghijklmnopqrstuvwxyz


Our publications

Section four >

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Section four. Our publications

4.2.1 Corporate>

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76 | Planning for a sustainable future: Asset stewardship

What are we going to do to make sure it all still works in 25 years?

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.

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 Scientifi c 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.

We balance all of these competing requirements to provide the most cost-benefi cial, economic and sustainable overall programme of maintenance and investment that delivers the service our customers require both now and long into the future.

The diagram opposite shows this approach in more detail, with the tables on pages 52 and 53 setting out our specifi c 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.

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.

- 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.

w

Drivers

• Compliance with statutory and regulatory requirements, including Health and Safety

• Customer-preferred service levels

• Increasing population and new social and demographic trends

• Maintenance and improvement of asset performance and serviceability

• Resilience to extreme events such as fl ooding

• Climate change

• Sustainable development

• New legal obligations

• Best practice asset management

• Benefi ts to communities

Process

Company visionand asset strategies

Data capture and information

management

Asset planning

Maintenance and investment

programmes

Service delivery

Key components

• Company vision and Strategic Direction Statement• Customer and stakeholder research• Changes to external environment• Opportunities for innovation

• Performance and condition information • Predictions of future performance • Data validation and assurance

• Risk assessments and prioritisation• Identifi cation of priority requirements• Analysis of maintenance and investment solutions

• Cost benefi t analysis • Priorities and programme development • Affordability of programmes • Development of effi cient delivery programmes

Planning for a sustainable future: Asset stewardship | 76

Restoration work at Abbey Mills pumping station, east London

Publication: Corporate Responsibility Report


Size: A4

Design notes:We want our communications to be accessible to a wide audience. That’s 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. Don’t be afraid to leave white space on a page and don’t think you have to fi 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.

Corporate Responsibility Report 2007

Placing the community and

environment at the heart of

everything we do


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4.2.2 Corporate>

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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 fi 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 fi nal strategy.

Looking to the future

We looked at what the future might be like

Publication: 25 year planHandwritten typeface: Ardleys HandSize: A4

Design notes:Using photography in different sizes can help to maintain a reader’s 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

future



4.2.3 Guidance>

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We’re facing a challenging future with increased demand for water and less availability. We’d like you to do your bit to save water. At the same time we’ll invest in new projects to guarantee your supply.

This leafl et tells how we’ll do it!

Why do we need more water?

Population growthWe 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 changeClimate change could reduce the amount of water available.

Pressure on local water services


We’d like to say a big thank you for weathering the hose pipe ban and reducing the amount of water you used. Your help made a real difference, and reduced the need for further restrictions.

But we’d also like you to keep up the good work, by doing your bit to save water throughout the year. At the same time we’ll 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.





Publication: What we’re doing for youSize: 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 fi 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 leafl et. For guidance on how to use our secondary colours effectively see page 2.2.4.



4.2.4 Guidance>

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Publication: Protecting your water supply for the futureHandwritten typeface: Ardleys HandSize: 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.

This leafl et 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.

We are replacing many of London’s oldest and leakiest Victorian water mains, and by 2010 will have laid more than 1,000 miles of new pipework.

These cast iron pipes have served us well, but the stresses put on them by modern-day traffi c 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 fl exible, protecting your water supply well into the future

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 fl 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 property’s water consumption from a shared supply pipe.

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.

Why are we doing this?

Where possible, we will minimise disruption by using technology that avoids the need for digging long trenches.

What we plan to do

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 offi ce or call centre on the numbers shown in the letter.

Protecting your water supply for the future

Replacing London’s Victorian water mains



4.2.5 Educational>

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Publication: Fun things to do for water wise kidsHandwritten typeface: RantSize: 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.


Our stationery

Section four >

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4.3


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.

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13mm

69mm

101mm123mm

10mm

15

mm

10

mm

Dear Mr Smith

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

Addressee nameFirst line of addressSecond line of addressThird line of addressPostcode

13 November 2008

Ref: Lorem ipsum

Clearwater Court, Vastern RoadReading, Berkshire RG1 8DB

tel. 0118 373 0000w. thameswater.co.uk

A

B

C

A Verdana 10/12pt

B Verdana 12/14pt

C Verdana 12/14pt

D Thames Water logo at A4 format 23mm high

D



4.3.2 Business cards

This page shows an example of our business cards. To place an order for your business cards please contact Reprographics x54769 or x54783.

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5m

m

6m

m

5mmPaul GellPublications ManagerExternal Affairs

Clearwater Court, Vastern RoadReading, BerkshireRG1 8BD

T 0118 373 8844M 07747 640750E [email protected]

27mm

5mmA

B

A Name: FS Albert Extra Bold 9.5/10.5ptJob 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

D

C



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.

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10mm

10

mm

10

mm

10mmwith compliments

Clearwater Court, Vastern RoadReading, BerkshireRG1 8BD

www.thameswater.co.uk

10mm

74mm

A

B

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

C

D


Our offi cecommunications

Section four >

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4.4


Section four. Our offi ce communications

4.4.1 Project sheets

Typeface Heading: FS Albert Bold. Body copy: FS Albert Light 10/12ptIntroduction copy: FS Albert regular 21/24ptSubheadings: FS Albert Extra Bold 10/12ptSize: 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.

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We are investing £400 million to increase the capacity of our existing major sewage treatment works in London (Mogden, Crossness and Beckton) another line.

Working for a cleaner Thames

Investing in London’s sewage treatment works• 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 benefi ts• 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.

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.

Further information can be found at www.thameswater.co.uk/cleaner thames

Image cation if required

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.

Thames Water’s approach to metering

The current situationPresent 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.

Increased meteringMauris 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.

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, posuere varius felis sapien eu augue. Pellentesque varius laoreet orci. Ut adipiscing. Morbi tortor sapien, modo 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

Our A4 project sheet grids have three columns to ensure a clear layout and consistency.

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.



4.4.2 Project sheets grids>

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15

mm

3m

m

15mm

3 (full grid)

1 2 3

1

2

1 1

12

We are investing £400 million to increase the capacity of our existing major sewage treatment works in London (Mogden, Crossness and Beckton) another line.

Working for a cleaner Thames

Investing in London’s sewage treatment works• 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.

Some of the benefi ts• 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.

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.

Further information can be found at www.thameswater.co.uk/cleaner thames

Image cation if required



4.4.3 PowerPoint templates (subject to confi rmation)

Typeface Main heading: Verdana bold 42/52ptSpeaker name: Verdana bold 19ptHeadings: Verdana bold 32/42ptBullet point copy: Verdana regular 15/20ptBody copy: Verdana regular 12/16pt

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.

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Speaker name

Presentation title Main title sits heresecond line if needed

LONDONTHAMES VALLEY

Oxford

Reading

Guildford

Slough

Tidworth

Banbury

Swindon

THAMESVALLEY

High Wycombe

Water region

Sewerage region boundary

Other water companies

River Thames

Riv

er C

herw

ell

River Wey

River Lee

River Colne

River Kennet

• 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

Presentation title

Main title sits heresecond line if needed

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.

Subheadingpretium etlectus uspendisse dignissim eleifend ligula. Pelit risus rutrum quis sus cipit nec, pretium et lectus.

Suspendisse a velit eu orci porta ul-trices. Vivamus elit risus rutrum quis sus cipit nec pretium etlectus uspend-isse dignissim.

Subheadingeleifend ligula. Praesent risus. Vivamus elit risus rutrum quis suscipit nec, pre-tium et lectus. Suspend isse dignissim eleifend ligula praesent risus.

Presentation title

Main title sits heresecond line if needed

• 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

08.10.08 – 01

08.10.08 – 02

08.10.08

08.10.08 – 03


Our uniforms

Section four >

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4.5


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.

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Black Dark Grey Light Grey

Light Blue White



4.5.2 Uniform

ABespoke jackets are available in black with black fl eece or dark grey with a dark grey fl eece

BShirts also available in long sleeves

CBlouse also available in long sleeves

DJumper available in black. Dark grey and light blue would be bespoke colours

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A B C D



4.5.3 Uniform

AT-shirt available in dark grey, light grey, black, light blue and white

BPolo shirts available in black, light blue, and white. Dark grey and light grey would be bespoke colours

CSweatshirts available in black. Dark grey, light grey and light blue would be bespoke colours

DBespoke gilet. Available in dark grey and black

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A B C D


Our Livery

Section four >

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4.6


Section four. Our livery

4.6.1 Vehicle Livery

Our fl eet of vehicles contain messages that refl ect 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.

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Our signage

Section four >

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4.7


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.

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Our advertising

Section four >

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4.8


Section four. Our advertising

4.8.1 Corporate adverts

Keep things simple and clearly presented. Don’t 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.

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We’re proud to support Capital Rocks and Help a London Child

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, we’re reducing leakage by replacing the capitals oldest water mains. We’re minimising disruption by using the latest construction

techniques to reduce the need for digging long trenches and working with local authorities to lessen the impact on traffi c. We’ve now renewed more than 550 miles of pipework in London and are on course to replace over 1,000 miles by 2010.

www.thameswater.co.uk

As the water supplier for 6 million Londoners, we

need to ensure there will be plenty to go round

for today’s children and for generations to come.


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.

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Civil EngineersMechanical Engineers

Electrical EngineersProcess Engineers

Control and Instrumentation Engineers

Project ManagementConstruction Engineers

Computer Aided DesignGeotechnical Surveying

Land SurveyingQuantity SurveyingCost and PlanningTechnical Support

Engineer a career with Thames Water

To apply visitwww.thameswater.co.uk/careers

Enquiries t. +44 (0)118 373 8577

Thames Water is the UK’s 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. We’re about to embark on some of the biggest, most exciting, and important engineering

projects in our history. Join us and you’ll become not only part of a world-class engineering heritage, but also help us to re-establish Thames Water as one of the UK’s leading utility companies. In return you’ll receive a competitive salary and an attractive benefi ts package including fi nal salary pension scheme and bonus opportunities.

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.


Our newsletters

Section four >

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4.9

All Thames Water newsletters should follow our editorial style, which means keeping suffi cient 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.


Section four. Our newsletters

4.9.1 Departmental newsletters>

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CSnews

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.

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 fi 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 confi dent 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 fl 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

David Owens.Chief Executive Offi cer

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. I’ll get straight to the point: I am very pleased with the progress you are making. The biggest changes are still to come.

In this issue:Interview with Jill Jones pg2 Performance fi 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 Williams’s open letter (Dawn Williams’s father) pg2 London on tap pg2 Agent feedback from new year briefi ngs pg2 The bells of Sales Max pg2

CSnews 21 February 2008

21 February 2008

1

MESSAGE FROM DAVID

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 fi 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. I’ve already started, actually! I

began to defi ne the roles in my team straight away.

Q. How large will your team be?A. It’s too early to say: there are only fi ve of us at the moment. The team’s 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 Owens’s new post and Carl Leadbeater’s role as Head of Field Operations?A. I will work with Andrea’s and Carl’s teams around regulatory performance, customer journeys and customer channels. My team will say what experience we want customers to have

and will liaise with Andrea’s and Carl’s’team, who actually interact with our customers, to decide how to implement it. Andrea’s and Carl’s 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 businesswe 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 CSnews2

Jill JonesAn interview with

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.

“I have always felt very strongly that customers

should be at the heart of everything we do” WALNUT CHAMPIONSAs mentioned in January’s new year briefi ngs, 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

(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

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 you’ve had, please contact Julia, Chris, Tracy, Kelly, Mel, Karla or Anne.

Are you nervous about the move to Walnut Court One? Have you heard all sorts of rumours? Talk to our Walnut Champions!

Anne Roughton Tracey GaleJulia MurphyChris Egan

Workforce management interactive software demo

CSnews 21 February 2008 3

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),

the Champions will be invited to a 90-minute kick-off session in March.This is an opportunity to infl uence what the Forecasting and Planning Team do and why they do it. Champions would then be able to help colleagues understand the system’s capabilities and how to get the best from it. Following Will’s email, all nominations should be returned by 28 February.

For more information, please contact Will Brown

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 benefi t from it.


Our display graphics

Section four >

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4.10


Section four. Our display graphics

4.10.1 Banner stands>

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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.



4.10.2 Internal display graphics

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.

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4.10.3 Internal display graphics>

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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.

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4.10.5 Advertorials

Staying on-brand


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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.


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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 queriesFor any design queries please contact Paul Gell:T. 0118 373 8844M. 07747 640750E. [email protected]

Supporting graphics and illustrationsTo request any of our supporting graphics or illustrations please contact Paul Gell:T. 0118 373 8844M. 07747 640750E. [email protected]

branding guidelines oct 2008[1]

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