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Thames Water
brand guidelines
how to p
resent
ourselve
s correc
tly
>
Introduction
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>
Introduction
Dear Colleague
For too long now, we have had no process
dening how our communications and
materials are produced, or even how they
should be written. Thats why I have asked that
this new guide be produced, setting out how
we look, what we say and how we say it.
It begins by setting out the procedure for
requesting the production of communications.
This is to be followed at all times. By doing so,
we can better manage the project and nd the
best solution for you and the company.
<
Each of these examples is an opportunity for
us to enhance our reputation and underline
our vision to be the company of choice for
our customers.
Of course, all that Ive said is also true for
internal communications. Materials like slides,
leaets and posters need to be properly and
professionally written and presented.
I want to stress that I fully endorse this
approach, and the need for it to be overseen
by our Corporate Communications team.
In an industry like ours, there might be some
who think its not worth taking time over the
nuts and bolts of how we present ourselves.
I dont agree at all; reputations are hard won
and easily lost. How we tell our story and
present ourselves as people and a business is
absolutely crucial to the opinion people form
of us internally and externally.
>
Introduction
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.)
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>
Introduction
Contents
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3.2.3
3.2.4
3.2.5
3.2.6
3.3
3.3.1
3.3.2
3.3.3
3.3.4
3.3.5
Our typefaces
Primary typeface
Secondary typeface
Handwritten typefaces
Supporting graphics
Examples of how to use handwritten
typefaces and supporting graphics
3 How we look
3.1
3.1.1
3.1.2
3.1.3
3.1.4
3.1.5
3.1.6
Our logo
The logo
Exclusion zone
Logo sizes
Logo positioning
Incorrect use of logo
Working with partners
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Introduction
Contents
3.5
3.5.1
3.5.2
3.5.3
Our illustration
Our illustration style
Our illustrations environment
Our illustrations at home
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3.5.4 Our illustrations service and miscellaneous
3.5.5 How to use illustration
Our publications
Corporate
Guidance
Educational
4.3
4.3.1
4.3.2
4.3.3
Our stationery
Letterheads
Business cards
Compliment slips
4.4
4.4.1
4.4.2
4.4.3
5 Staying on-brand
5.1
5.2
Further informaton
>
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Who we are
and what we do
e
n
o
n
o
i
t
c
Se
Thames Water Guidelines
Section one
1.1
Our
brand
Thames Water Guidelines
>
<
>
<
A brand is much more than just a logo. Our brand is the space
we occupy in peoples minds. There are three elements that
make up our brand.
e,
r
a
e
w
o
h
W
d
n
a
o
d
e
w
what
ve
a
h
e
b
e
w
the way
k
o
o
l
e
w
How
What we s
and how w ay
e say it
Thames Water Guidelines
How people think and feel about Thames Water and the
services we deliver is a priceless asset worth protecting.
Our aim is to manage peoples perceptions and expectations so that,
over time, we become customers number one choice.
>
<
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.
>
<
If customers
had a choice, they
would choose
Thames Water
>
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By adopting this vision,
we are putting
customers at the heart
of everything we do,
including the way we
present ourselves and
communicate. Central to
our vision is the concept
that market forces will
determine customer
choice in the future. It is
a stretching and
ambitious aim, but it will
keep us focused on
delivering for customers
24 hours a day, every day
of the year.
>
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>
Reliable
Committed
Purposeful
Challenging
Supportive
<
t
u
o
b
a
e
t
a
n
o
i
s
Pas
Thames Water
on we
s
r
e
p
f
o
d
n
i
k
The
and
r
o
f
k
r
o
w
o
t
want
pany
m
o
c
e
h
t
t
n
e
s
repre
>
Honest
Straightforward
Open
Brave
Real
Natural photography of
real people in real places
Condent
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CREATING
COMMUNICATIONS
T HAT CONNECT
WI T H CUS TOMERS
>
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What we say
w
o
h
d
n
a
t
i
y
a
s
we
o
w
t
n
o
i
t
c
e
S
Section two
2.1
Our
tone of voice
Thames Water Guidelines
>
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>
Section two
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legislation make it all the more
vital that our communications
are effective and compelling.
But good writing isnt just about
dumping some of our regular
terminology. Our language
has to be consistent, not just
for the sake of professionalism
but to ensure we are always
understood, on message
and grammatically correct.
There are numerous words,
phrases and stylistic points
for example, use of bullet
points which have the
potential to be written in
different ways. Much of
the following sets down
our chosen style on these
matters, which will help make
our communications more
polished and powerful.
This guide also corrects some
of the more common errors in
grammar and punctuation, and
>
Straightforward
We should use language
that is clear and down-toearth. This means avoiding
jargon, minimising the use of
acronyms, and where possible
writing short sentences. It also
means its OK to sometimes
use colloquialisms and
contractions (such as dont).
Open
Our writing should actively
communicate what were
doing and why. We should
explain our actions clearly,
in a way that doesnt hide
behind specialist terminology.
Honest
To become our customers
number one choice, we need
to earn their trust. Sometimes
things go wrong, or difcult
decisions must be made.
When we write about these,
we must give proper, truthful
explanations.
Real
Where appropriate we prefer
to use the words we and
you rather than talking about
'Thames Water or customers
in the third person. However at
times this may not be possible,
for example in regulatory
materials.
<
Condent
We wont appear condent
if were long-winded or
rambling. We need to write
in plain English and stick to
the point. Paragraphs should
normally be short, with active
sentences. We should take
care when using adjectives like
innovative or exciting, and
instead explain the signicance
of what were writing about.
Brave
It's ok to be bold in our use
of language. So use attentiongrabbing headings and punchy
introductions, and cut back
clutter. We want to talk to
customers in a way they can
connect with. That means we
are happy to start sentences
with and or but, and avoid
words like amongst and
whilst.
>
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Section two
2.2
Our
written style
Thames Water Guidelines
>
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>
A to Z
When using this term, write
A to Z, not A Z or similar.
Abbreviations
Do not use full points in
abbreviations, or spaces
between initials: UK, mph, eg,
ie, 10am, Mr, Dr, etc. Do not,
for example, write G.C.S.E.
Acronyms
The water industry has
many acronyms, and it is
easy to include them in text
without really considering
whether they are required or
will mean something to the
reader. Many of our written
communications currently use
too many acronyms, often
to abbreviate a term which
is then never used again in
the text. Before inserting an
acronym, ask yourself whether
it is necessary. When you rst
use a title, put the acronym
or abbreviation in brackets
immediately after it, eg, The
Thames Water Guidelines
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Birdwatcher / birdwatching
Written as one word, not two,
and unhyphenated.
Braille
Written in lower case (braille).
Although the system of
embossed type was invented
by Louis Braille, neither the
RNlB nor the Braille Authority
for the UK website uses upper
case for this word.
Bullet points
Restrict the use of bullet points
to emphasising specic, and
short, points within the text.
Do not use them if the text
being highlighted consists of
lengthy paragraphs.
Our style is as follows:
Use a colon at the end of the
previous line, as above.
If the individual points form
individual sentences, start with
a capital letter and end with a
full stop at the end of each.
Use the same font and size
as the text.
Capital letters
Within the main text of a
document, capitals should not
be used to emphasise a word
or suggest that it is unusually
important. For example, We
are working in Partnership
with the Environment Agency
should have a lower case p.
Centuries
Our style is 20th century.
Collective nouns
Nouns such as team and
committee take a singular
verb or pronoun when thought
of as a single unit, but a
plural verb or pronoun when
thought of as a collection of
individuals: The team visits
the treatment works. The
audience were shouting and
>
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Dashes
Use dashes to break up text
just like this when a comma
is insufcient.
Dates
Our style for dates is 1 September
2008 and Monday 1 September
2008. Do not write 1st September,
September 1st or September 1.
Be clear when you write this
year. Most customers will assume
this refers to the calendar year,
beginning on 1 January, rather
than the nancial or regulatory
year that starts on 1 April.
Do not break a date across two
lines. Unless space is at an
absolute premium, do not
write dates as 17/11/08 or
17.11.08.
When referring to spans of
time, use the style 2007/08,
not 2007-08.
Decades should include no
apostrophe, for example,
Exclamation marks
Do not use these to
emphasise text. Only include
an exclamation mark if you
need to make a warning clear.
Foreign words and phrases
Should be italicised, unless
they are so familiar that they
have become anglicised, for
example, status quo.
Frequently asked questions
(FAQs)
Write the phrase out (in lower
case) and, if you intend to refer
to it again, put the abbreviation
in brackets. No apostrophe
is required.
Email
We write this as above,
unhyphenated.
Full stops
Full stops are not required with
initials in names (P Brown) or
in abbreviations, for example
BBC, UK, eg, PTO.
etc
This should not have a full
point. It should be preceded,
and followed, by a comma.
Geographical information
systems (GIS)
GIS is an acceptable acronym,
but external documents should
>
Hyphens
There is no rm rule to help
decide which words are run
together, hyphenated or left
separate. The best way to
decide is to consult a dictionary.
Use hyphens when two words
have the same letters at the
joining point, eg co-operate,
co-ordinate. In general, link
words directly where possible,
eg, blacklist, motorcycle,
takeover.
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visited by 11- and 12-year-old
pupils, who were asked to write
a 600- to 800-word essay.
When referring to our business
plans, the correct punctuation
and style is 25-year plan and
ve-year plan.
Internet
Should be written in lower
case: internet.
Inverted commas
Hyphens are sometimes
See also Quotations.
needed to make the sense
Use double inverted commas /
clear, eg, re-present (meaning quotation marks for
to present again) is different
quotations, and single ones
from represent. Compound
for words you want the
adjectives (two-worded
reader specially to notice.
descriptions) are normally
hyphenated, eg twin-track
Ise / ize
approach or 20-year
Where there is a choice
agreement. But hyphens are
between ise and ize to end
not used for adverbs, eg,
words, use the British spelling
genetically modied.
ise, as in realise, not realize.
When hyphenated words occur
in sets of two or more, use the
following style: The site was
Italics
See Referencing document or
publication titles.
Job title
Do not break a job title across
two lines.
Kilometres
This can be abbreviated to km.
Layout
Most external documents
should be ragged right, i.e. leftaligned and not justied to ll
the whole line.
As an editorial-style
publication, text in The Source
is fully justied.
Lists
Straightforward lists do not
need a comma before the nal
and, but it can sometimes
help the reader, as in The
topics covered included
regulation, health and safety,
and communications.
Local authorities
Should be written in lower
case, not Local Authorities.
Millions
See Numbers.
Money
Use two digits after the
currency symbol, or none if it is
a round number, for example
1.70, 9.
Million and billion should be
written in full in lower case,
with a space after the numerals,
for example, 12 million.
In documents that repeatedly
mention sums in millions
or billions, it is acceptable
to abbreviate and miss
out the space, for example
15m, 2bn.
Names
Do not break a name across
two lines.
NGOs
This is an acceptable
acronymn, but external
documents should rst set out
the term in full, as in nongovernmental organisations
>
Numbers
The numbers one to ten should
be written in words. Use gures
for 11 upwards. There are
exceptions to this rule, and you
should use gures for 1 to 10 in
the following:
addresses, for example 9
High Street
decimals or fractions, for
example: Only 2.75 per cent
of the samples failed the test.
sums of money, for example:
This could involve a yearly
bill increase of 6 to 9.
page numbers in reports and
other publications
technical terms, symbols or
abbreviations
<
referring to people, eg 8
million customers supplied by
Thames Water (not eight
million). Write out billion or
trillion in full in the rst
reference; use bn or tn
thereafter. Sums of money
should be written as 10bn.
OK
Write as above, not okay.
On to
Write as two words, not one.
PDF
Write in capitals, as above.
Percentages
Use the words per cent
instead of the % sign, except
in communications with a
great deal of gure work.
Plc
Write in lower case, not PLC.
One-to-one
Write as above, not 1:1 or
121.
Quotations
Open a quote with a colon, not
a comma. For example: Chief
Executive David Owens said:
The companys vision is
Online
Write as one word, with
no hyphen.
Polyethylene
Write in lower case.
PowerPoint
Write as above, with two
upper-case Ps.
>
Tideway
The Thames Tideway, or
Tidal Thames, should have
a capital letter.
Times
Times should be written 10am,
not 10.00am. We dont use
the 24-hour clock, so we write,
for example, 6.30pm, not 18.30.
Telephone numbers
Do not use hyphens in
telephone numbers.
Timespans
Take care when referring to
spans of time on our website.
If, for example, you write over
the next nine years of our
plan for the next 25 years, the
reader will often be unsure
when the text was added to
the site, and therefore which
period is indicated.
Streetworks
Wherever possible in external
documents, refer to roadworks
(one word). Streetworks is
acceptable as a term internally.
<
Similarly, unless explained by
the context of the document, it
is unhelpful to refer just to a
month, without a reference to
the year concerned
Titles of documents
See also Document or
publication titles.
The titles and subheadings of
reports should be written in
normal sentence case, for
example Water planning for
the future and Taking care of
water. When referring to such
documents in other text, do
not use inverted commas
around the title.
Never put a full stop at the end
of a title or sub-heading.
Tonnes
Weights should be expressed
in metric tonnes, rather than
imperial tons.
Twin-track approach
The rst two words should be
hyphenated, as above.
Website
Write as above one word, not
hyphenated.
Underlining
Do not use underlining to
emphasise text. If you must
do so, put the word or phrase
in bold.
While / whilst
Use while, not whilst.
Years
See also Dates.
When referring to nancial or
regulatory years, our style is
2007/08, rather than 2007-08.
If making an explicit reference
in the text, it is better to write
about the nancial rather
than regulatory year, as
many readers will be unaware
that the two are the same
and may assume the regulatory
year covers a different
12-month period.
>
Department names
External references to different
parts of our business should
be written in lower case, for
example, our customer
services, legal, and research
and development teams.
Defra
The abbreviated version of
Department for Environment,
Food and Rural Affairs is
Defra, not DEFRA.
Desalination plant
Refer to this as the Beckton
desalination plant.
English Nature
The organisation is now called
Natural England.
Environmental Impact
Assessment (EIA)
Written in upper case when
spelled out in full.
<
Macquarie Capital Funds)
should be referred to by their
specic names.
Megalitres per day
Although it is ne to use the
abbreviation Ml/d, we must
explain in all external
communications that this
refers to megalitres per day,
where a megalitre equals a
million litres.
Ofwat
This is an exception to the
rule of rst spelling out the
full name of an organisation
before abbreviating it. We
should refer to Ofwat, rather
than rst calling it the Water
Service Regulation Authority,
as the term is rarely used. Do
not refer to as OFWAT. Ofwat
is singular, as in Ofwat has
announced.
Olympics
Our style should be, in the
rst reference, to quote the
full title, ie, Olympic Games
and Paralympic Games.
Phosphorus
Phosphorus is a noun,
phosphorous an adjective.
Potable water
This expression will require
explanation for most external
readers. It is therefore better to
write about water that is t to
drink or a similar expression.
Price Review or Periodic
Review?
We should refer externally to
the Price Review, which is a
simpler phrase to understand
than the alternative. Ofwat
also uses this term on its
website.
Provinces
The area we cover outside
London should be referred to
as the Thames Valley.
River Lee
Our style is to spell the name
of this river as above.
Save-a-ush
The manufacturers of this
water-saving device write the
name in lower case, as savea-ush.
Sewage Treatment Works
Use instead of Wastewater
Treatment Works. The term
can be abbreviated to STW if
used several times in the same
piece of text, but it is better to
nd alternatives, such as (for
example), Beckton, the
works, the plant or the site.
(References to) Thames
Water
Thames Water is singular. For
example, we write Thames
Water is investing, not
Thames Water are investing.
Wherever possible, try to use
we and us instead of
Thames Water. This is more
direct, friendly and shows we
take responsibility for what we
say. Do not refer to Thames as
Thames Valley
We should use this term to
describe the area we cover
outside London, instead of
referring to the Provinces.
Vale of White Horse District
Council
This Oxfordshire local
authority is referred to as
above, not the Vale of the
White Horse District Council.
Victorian Mains
Replacement
Unusually for a Thames
project, this should be written
in upper case, as above. Ensure
you spell out the phrase before
referring to it by its
abbreviation (VMR) in external
documents.
Vision
Note that our vision contains
a comma: If customers had a
choice, they would choose
Thames Water.
>
<
Wastewater
Written as above in one word,
rather than waste water.
WaterAid
Our principal charity is written
as above.
Water UK
Write as above, not WaterUK.
Water Treatment Works
Use this term to refer to all of
our works that threat raw
water to produce potable
supplies. Do not use Advanced
Water Treatment Works.
Water Resource Zone
Never abbreviate this to WRZ.
If the term must be used,
write rst reference in full, as
above, and thereafter refer to
the Zone.
>
All right
Two words, not alright.
Apostrophes
There are only two kinds of
apostrophes: one shows the
possession of something; the
other indicates a contraction or
abbreviation a letter or letters
left out of a word.
Take care where you place a
possessive apostrophe. For
example, He praised the teams
performance means that one
team was congratulated, while
He praised the teams
performance means that all of
them were acclaimed. Similarly:
The improvements reduce
the risk of ooding to
peoples homes, not
peoples homes.
We planned the childrens
visit, not childrens visit.
The possessive form of
Thames should always be
<
Words within square brackets
are usually intended as an
editorial interjection.
In another example, they might
indicate that the words within
square brackets were not
actually used by the person
being quoted. For example, a
customer is quoted in our 25year plan, Taking care of water,
as saying: Its when youre
abroad that you realise that
youre lucky [with your tap
water at home]. The customer,
whose comment was recorded
during a conversation, did not
actually say the words within
square brackets, but they are
included to explain the context
Square brackets can also be
used to include parenthesised
text already within parentheses.
Commas before
and after names
There are two types of sentence
construction:
Example one: Thames
Waters Chief Executive,
David Owens, attended
the event. Here, David
Owens could have been
omitted without disturbing
the sentence; it simply
provides extra information
and can therefore be
separated from the rest
of the sentence with a pair
of commas.
'Example two: Chief
Executive David Owens
attended the event. Here,
the name is needed, as the
sentence does not make
sense without it, and it must
not be set off by commas.
>
Dependent / dependant
Dependent is an adjective,
as in The level of customers
bills is dependent on the
Price Review. Dependant
is a noun, as in children and
other dependants.
Effect / affect
Effect is a noun; affect is a
verb. For instance, we might
write that The hot weather
had surprisingly little effect on
demand for water, but that
The high temperatures did not
affect reservoir levels.
Enquiry / inquiry
Use enquiry for the general
sense of ask; use inquiry
specically when writing about
a formal investigation.
Fewer / less
Fewer is used for numbers of
people or things; less applies
to quantities:
Fewer than 100 people
attended.
When drained, the
reservoir contained less
than 5,000 litres.
Full stops / sentences
Ensure that you keep complete
sentences separated by a full
stop, rather than linking them
with a comma because they
seem to ow together. The
following, for example, should
be two distinct sentences:
Thames Water supplies 8.2
million customers with water,
this is predicted to rise to 8.9
million over the next 20 years.
<
Practice / practise
Practice is a noun; as in The
doctors ran a medical practice.
Practise is a verb, as in We will
practise what would happen in
the event of a re.
Split innitives
The innitive of a verb is the
form where no specic subject
is indicated, and is always
characterised by the word
to, as in to work, to pay,
to consider. A split innitive
occurs when the to is
separated from its verb by other
words, as in to boldly go,
instead of boldly to go or to
go boldly.
It is acceptable to sensibly split
innitives, particularly if the
word order sounds awkward or
clumsy, or it creates ambiguity.
However, to always do so may
sound inelegant, so use
common sense.
Under way
Two words.
Your / youre
Your is the possessive form
of you, as in Its your
turn, your job, your house.
It should not be confused
with youre, which is the
abbreviation for you are.
>
<
How we look
Section
three
Section three
3.1
Our
logo
Thames Water Guidelines
>
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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).
A6 format 15mm
A5 format 19mm
A4 format 23mm
A3 format 30mm
>
<
Consistent logo
positioning portrays a
strong professional image.
The preferred logo position
is in the bottom right hand
corner of the page. Where
this is not possible the top
right hand corner may be
used instead. The examples to
the right illustrate corporate
literature where the logo
appears bottom right, and an
exhibition stand where the
logo appears in the top right
to make sure it can be seen
clearly. The size of the logo is
dened by the document size
(see page 2.1.3). The exclusion
zone denes the exact position
of the logo from the corner of
the page, (see page 2.1.2).
x = exclusion zone
ity and
Placing the commun
heart of
environment at the
do
everything we
>
<
Conference 2008
Never add elements
to the logo
Whenever possible
place the Thames Water
logo rst.
To associate Thames Water
with partner organisations
place the Thames Water and
partner logos next to each
other in either a landscape
or stacked format. Always
make sure there is a minimum
exclusion around the Thames
Water logo, (see page 2.1.2).
Ensure you explain the
relationship between Thames
Water and the partner
organisation. You can do this
with a few small words such
as supported by above the
partner logos.
<
>
Section three
3.2
Our
colours
Thames Water Guidelines
>
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>
<
Pantone 293
c100 m57 y0 k2
r0 g96 b169
RAL 5005. Signal blue
hex: 0047b6
White
r255 g255 b255
RAL 9016. Trafc white
hex: ffffff
Pantone 423
k44
r169 g170 b172
RAL 7004. Signal grey
hex: 939495
>
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Pantone 145
c0 m47 y100 k8
r229 g146 b0
RAL 2000. Yellow orange
hex: cf7600
Pantone 233
c11 m100 y0 k0
r210 g0 b122
RAL 4010. Telemagenta
hex: c90081
Pantone 259
c55 m100 y0 k15
r124 g18 b114
RAL 4008. Signal violet
hex: 6c1b72
Pantone 7405
c0 m10 y99 k0
r255 g220 b0
RAL 1021. Rape yellow
hex: ecc200
Pantone 383
c20 m0 y100 k19
r190 g189 b0
RAL 6018. Yellow green
hex: 9ea900
Pantone 632
c92 m0 y15 k5
r0 g157 b196
RAL 5018. Turquoise blue
hex: 009ec0
>
<
100%
PMS 293
PMS 7405
PMS 145
PMS 233
PMS 259
PMS 632
PMS 383
PMS 423
80%+
100%
80%+
80%+
80%+
80%+
80%+
80%+
60%
100%
80%
70%
50%
70%
90%
100%
Aa
Aa
Aa
Aa
Aa
Aa
Aa
Aa
60%+
100%
60%+
60%+
60%+
60%+
55%+
60%+
Minimum tint
value when using
coloured text
>
<
White
PMS 423
PMS 7405
Important notes:
Only two secondary colours
can be used at any one time.
This rule applies to a piece of
communication with a single
visual impact, like a publication
spread or a poster. The simple
rule of only using neighbouring
colours from the secondary
palette results in harmonious
combinations.
PM
S2
33
PMS 259
5
14
S
PM
PMS 293
PM
S3
83
2
63
S
PM
>
<
Members
handbook
the
Your guide to of
2005 Section r
te
the Thames Wa me
Pension Sche
Pressure
on local
water
sources
page 2
How were
reducing
leaks
page 3
Top tips to
save water
page 4
What were
doing for you...
>
What causes
wastewater
ooding?
Severe storms and long
heavy rain
Flooding is usually caused by severe
storms and long heavy rainfall.
This can cause drains to over ow,
especially in low-lying areas.
Blocked drains and sewers
Blockages occur when something
stops water from owing freely in
a drain or sewer pipe. Common
causes are:
Fat and grease can cause sewers
to block if they are poured down
the sink. These blockages are
often difcult to remove.
Paper and cloth products
(disposable nappies, sanitary
towels and cotton wool buds)
can easily become stuck in
drains and sewers.
<
Were facing a
challenging future
with increased
demand for water
and less availability.
Wed like you to do your
bit to save water. At the
same time well invest
in new projects to
guarantee your supply.
This leaet tells how
well do it!
Pressure
on local
water
services
The supply of water in
our region has become
increasingly stretched,
because of the long dry
summer. Water levels fell
well below average and
were only just recovering.
Wed like to say a big
thank you for weathering
the hosepipe ban and
reducing the amount of
water you used. Your help
made a real difference,
and reduced the need for
further restrictions.
But wed also like you to
keep up the good work,
by doing your bit to save
water throughout the
year. At the same time
well invest in new projects
to guarantee your supply.
Water resources
Tackling drought
Ensuring a
continuous supply
In 2006/07 domestic water
usage in our region was
around 154 litres per person
per day.
Without the hosepipe ban
and awareness campaign
we would have expected
this to be closer to 160 litres.
Overall demand is rising due
to population growth (an
additional 1.3 million people
are expected to move into
the Thames Water area over
the next 25 years), the rise
in single occupancy houses,
and the changing climate.
In order to assess whether we there is
enough water to meet demand, both
now and into the future, the industry
uses a measure known as the Security of
Supply Index. This helps us plan ahead
and prepare for a drought.
At present, there is a supply decit in the
London area which is being addressed
through an extensive programme of
Reducing leaks
Reducing leaks is our top priority.
Regrettably we failed to meet our
2005/06 leakage target. As a result we
invested a further 150 million and
accelerated our leakage programme,
notably the replacement of Londons
Victorian water mains. This expenditure
is over and above our original funding
commitment to 2010, and will be paid
for by shareholders, not customers.
Our accelerated programme of Victorian
Mains Replacement (VMR) and the
development of a Leakage Action Plan
(which put a stronger focus on more
efcient detecting and repair of leaks),
helped to bring down the level of
leakage in our region.
Our calculations show that we achieved
our leakage goal for 2006/07. The
average level of leakage for the year was
around 790 megalitres per day (Ml/d).
This is comfortably below our target of
810 Ml/d.
Leakage levels outside London are
comparable with the rest of the industry,
but we continue to replace pipes in this
part of our region as well, targeting
specic mains with a history of bursts.
In 2006/07 we have improved network
performance to achieve an 18% drop in
water mains bursts.
Our leakage calculations are
independently audited.
You can nd out more about how we
measure leakage on our website.
Section three
3.3
Our
typefaces
Thames Water Guidelines
>
<
>
<
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Thin/Light/Regular/Bold/Extra Bold
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular/Bold
>
<
Aa
>
Ardleys Hand
For use on all materials
RANT
<
Aa
>
<
>
<
Delivering for
customers
sust
futu re
>
<
Why are we
doing this?
Water pipes in a number of
areas are still among the
oldest in the UK. In London,
a third of the water mains
are over 150 years old and half
are more than 100 years old.
What we
plan to do
We will install a new communication pipe,
boundary box and domestic water meter for
every building in the area. We will use the meter
to check for leaks and improve our understanding
of water usage. We will not use the new meter for
charging purposes, unless you ask us to. If you live
in a block of ats, a house that is converted into
separate apartments or if you are connected to a
shared supply, there will be one meter installed at
the supply pipe boundary. In this case we cannot
bill you using the meter, as it is unable to record
an individual propertys water consumption from
a shared supply pipe.
>
<
Section three
3.4
Our
photography
Thames Water Guidelines
>
<
>
<
>
<
>
<
>
<
>
<
A
>
<
Pressure
on local
water
sources
page 2
How were
reducing
leaks
page 3
Top tips to
save water
page 4
What were
doing for you...
Were facing a
challenging future
with increased
demand for water
and less availability.
Wed like you to do your bit to
save water. At the same time
well invest in new projects to
guarantee your supply.
Odolore diam, quamet,
sim zzrit lutatin utpatie
commolum inim zzriusci
blandre ex eugait ad
tatuera essequat vel
irillut irit nonsed eu facil
ullut acidui tat aliquat.
Nullaore endre tio
erci tet adigna cortis
autpat euis ad magna
feuguer sum dolore
mincili quiscil landit
alisi. Vullute vulputpat
utatie esecte magna
adLestrud ming eum
Im eugiat. Duis
autpat lutatum
sandiam in
vero doluptat
wissequis adiam
nulluptatum
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sim zzrit lutatin utpatie te eros nos accum
commolum inim zzriusci dolut ute vel dolor
si.
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tatuera essequat vel
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tet adigna cortis autpat
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feuisi.
quiscil landit alisi.
Vullute vulputpat
utatie esecte magna
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at. Veros dolenibh
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veniscil euguer ad
ting exeros non verat
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erat la core dolorero
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dolorerostie el iliquiscin
Section three
3.5
Our
illustration
Thames Water Guidelines
>
<
Section three.
>
<
>
Section three.
<
sun
water drop
cloud
sh
birds
rain
ower
sheep
city
tree
windmill
>
house
<
report
watering can
glass
bucket
washing machine
shower
bath
toothbrush
tap
peg
umbrella
>
hard hat
spanner
speech bubble
thought bubble
trophy
pound sign
<
van
quote marks A
magnifying glass
meter
quote marks B
thumbs up
>
<
Monitoring our
use of river water
Water matters
23% of water
comes from
groundwater
77% comes
from rivers
Teachers guide
Ensuring a
continuous supply
In 2006/07 domestic
water usage in our region
was around 154 litres per
person per day.
Water resources
Water main
bursts have
fallen by
18% in a year
Reducing leaks
Reducing leaks is our top priority.
Regrettably we failed to meet our
2005/06 leakage target. As a result we
invested a further 150 million and
accelerated our leakage programme,
notably the replacement of Londons
Victorian water mains. This expenditure
is over and above our original funding
commitment to 2010, and will be paid
for by shareholders, not customers.
Our accelerated programme of Victorian
Mains Replacement (VMR) and the
development of a Leakage Action Plan
(which put a stronger focus on more
efcient detecting and repair of leaks),
helped to bring down the level of
leakage in our region.
Our calculations show that we achieved
our leakage goal for 2006/07. The
average level of leakage for the year was
around 790 megalitres per day (Ml/d).
This is comfortably below our target of
810 Ml/d.
Leakage levels outside London are
comparable with the rest of the industry,
but we continue to replace pipes in this
part of our region as well, targeting
specic mains with a history of bursts.
In 2006/07 we have improved network
performance to achieve an 18% drop in
water mains bursts.
Our leakage calculations are
independently audited.
You can nd out more about how we
measure leakage on our website.
Section three
3.6
Our
layout
Thames Water Guidelines
>
<
>
Section three.
<
7mm
Were facing a
challenging future
with increased
demand for water
and less availability.
2 (full grid)
4mm
7mm
>
Section three.
Using a variation of
columns adds interest
and variety to our
communications. It
also allows for variety,
pace and space when
presenting content.
<
8mm
How to avoid
blockages:
to reduce the risk
of blockages make
sure external
drains are clear.
dont put
household waste
(fat, grease, paper
and cloth) down
the drain. Bag it
and bin in!
6 (full grid)
5
What causes
wastewater
ooding?
3
4
2
4
Delivering the
requirements of
our customers
Customers at
Newham
Hairdressers
London
Background
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del ilit iuscipisi. Feu facipis endipsum volorem
ad tat illam dolesse quamet ullumsan hent
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nostis del utat alismod olorper sustis er sim
vel ut volor si blaore con ullutpatue
dolortiniat.
4mm
8mm
>
Section three.
<
10mm
What are we
doing about the
smell from sewage
treatment works?
9 (full grid)
4
Taking care of water | www.thameswater.co.uk
3
Delivering for customers: Odour | 70
Our response
In the medium term (20102015),
we will:
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.
4mm
10mm
>
<
Bringing the
brand to life
Section
four
Thames Water Guidelines
Section four
4.1
Our
style
Thames Water Guidelines
>
<
>
<
>
<
Typefaces
Handwritten typefaces
FS Albert abcdefghijklmnopqrstuvwxyz
Verdana abcdefghijklmnopqrstuvwxyz
RANT ABCDEFGHIJKLMNOPQRSTUVWXYZ
Photography
Colour
Illustration
Graphics
Section four
4.2
Our
publications
Thames Water Guidelines
>
<
>
4.2.1 Corporate
<
Publication:
Corporate Responsibility Report
Handwritten typeface:
Ardleys Hand
Size:
A4
Design notes:
We want our communications
to be accessible to a wide
audience. Thats why we use the
grids presented in section 2.6 for
consistency and to guarantee a
professional layout.
Clear white space is very
important to us. Dont be afraid
to leave white space on a page
and dont think you have to ll
every single space. White space
will make sure our documents
remain clear and easy to read.
Consider using colour and tinted
boxes for highlight important
messages, and to divide complex
information as shown here. See
page 2.2.3 for guidance on how
to use tints effectively.
Thames Water Guidelines
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.
unity and
Placing the comm
e heart of
th
at
environment
do
we
ng
everythi
Drivers
Process
Company vision
and asset strategies
Key components
Company vision and Strategic Direction Statement
Customer and stakeholder research
Changes to external environment
Opportunities for innovation
Data capture
and information
management
Asset planning
Maintenance
and investment
programmes
Climate change
Sustainable development
New legal obligations
Best practice asset management
Benets to communities
Service delivery
>
4.2.2 Corporate
<
Publication:
25 year plan
Handwritten typeface:
Ardleys Hand
Size:
A4
Design notes:
Using photography in different
sizes can help to maintain a
readers interest and creates
impact. However, how large
you can use a photograph will
be dependent upon the quality
of the image.
Here we see examples of
images being used in different
sizes. The cover uses a series
of smaller images to represent
a range of stories, whilst a
dividing page focuses on one
large image.
at
We looked uture
f
what the ike
might be l
Looking to
the future
Taking care of water is the
result of extensive planning and
consultation. When developing
our strategy, we looked at what we
knew about the future and at what
life might be like in 2035. We then
explored how we could best respond
to these visions of the future. We
also carried out our largest public
consultation to date in order to nd
out what our customers, employees
and other stakeholders thought
about our current performance
and future priorities. This section
describes the results of this work
and shows how we took the views
of customers, employees and
stakeholders into account when
developing our nal strategy.
>
4.2.3 Guidance
Publication:
What were doing for you
Size:
DL
Design notes:
We want our communications
to be as easy to read and
follow as possible. That means
using a combination of clear
headings, highlight colours
and white space! If we ll every
single space on the page our
materials will become unclear
and cluttered, which may put
readers and customers off.
The example shown here
demonstrates a well balanced
DL leaet.
For guidance on how to use our
secondary colours effectively
see page 2.2.4.
<
Pressure
on local
water
sources
page 2
How were
reducing
leaks
page 3
Top tips to
save water
page 4
What were
doing for you...
Were facing a
challenging future
with increased
demand for water
and less availability.
Wed like you to do your
bit to save water. At the
same time well invest
in new projects to
guarantee your supply.
This leaet tells how
well do it!
Climate change
Climate change could reduce the amount of
water available.
Pressure
on local
water
services
The supply of water in
our region has become
increasingly stretched,
because of the long dry
summer. Water levels fell
well below average and
were only just recovering.
Wed like to say a big
thank you for weathering
the 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 wed also like you to
keep up the good work,
by doing your bit to save
water throughout the
year. At the same time
well invest in new projects
to guarantee your supply.
>
4.2.4 Guidance
Publication:
Protecting your water
supply for the future
Handwritten typeface:
Ardleys Hand
Size:
A5
Design notes:
Use supporting graphics and
handwritten typefaces to
highlight important information
as shown here. But be careful
not to use too many or to
overcrowd the page. It is
important to us that we produce
well balanced and carefully
throughout page layouts.
<
Why are we
doing this?
Water pipes in a number of
areas are still among the
oldest in the UK. In London,
a third of the water mains
are over 150 years old and half
are more than 100 years old.
What we
plan to do
We will install a new communication pipe,
boundary box and domestic water meter for
every building in the area. We will use the meter
to check for leaks and improve our understanding
of water usage. We will not use the new meter for
charging purposes, unless you ask us to. If you live
in a block of ats, a house that is converted into
separate apartments or if you are connected to a
shared supply, there will be one meter installed at
the supply pipe boundary. In this case we cannot
bill you using the meter, as it is unable to record
an individual propertys water consumption from
a shared supply pipe.
4.2.5 Educational
Publication:
Fun things to do
for water wise kids
Handwritten typeface:
Rant
Size:
A5
Design notes:
Our educational materials
should always be appealing,
bright and lively. They
provide a great opportunity
to use our distinctive style
of illustration, which is
created with brushstrokes.
Our handwritten typeface
Rant is also appropriate for
communications produced or
children and young people,
but should always be used
alongside our corporate
typeface FS Albert.
See section 2.3 for further
information on our typefaces.
>
<
Section four
4.3
Our
stationery
Thames Water Guidelines
>
<
>
4.3.1 Letterheads
13mm
10mm
15mm
<
Reading, Berkshire
RG1 8DB
69mm
101mm
123mm
Addressee name
First line of address
Second line of address
Third line of address
Postcode
13 November 2008
Ref: Lorem ipsum
C Dear Mr Smith
A Verdana 10/12pt
B Verdana 12/14pt
C Verdana 12/14pt
D Thames Water logo at
A4 format 23mm high
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dui Integer lorem in lor malesuada. duis aute. Eros et accumsan odio digni ssim
qui blan praesent luptatum rilghd delenit aug. ulcorper sci cipit lobortis dolor a
sit amet, consectetuer adipiscing elit, risus sodales dignissim. Fusce wisi lorem
consequat vitae, adipiscing sit amet adipi diam nonumy n euismod tincidunt.
Lipsum dolor sit amet, consectetuer adipiscing elit.
Yours sincerely
Name Surname
10mm
>
5mm
5mm
27mm
B
Paul Gell
Publications Manager
External Affairs
6mm
<
5mm
>
10mm
10mm
10mm
<
A with compliments
74mm
B
C
10mm
10mm
Section four
4.4
>
<
Our
ofce
communications
Thames Water Guidelines
>
Typeface
Heading:
FS Albert Bold.
Body copy:
FS Albert Light 10/12pt
Introduction copy:
FS Albert regular 21/24pt
Subheadings:
FS Albert Extra Bold 10/12pt
Size:
A4
Design notes:
Our project sheets should
always be clear, corporate and
professional. For that reason they
are produced using our primary
colour palette. The logo should
always appear in the top right
hand corner, in the right size and
with the correct exclusion size
(see sections 2.1.2 and 2.1.3).
Due to the nature of our project
sheets they follow a different grid
system. An example of which can
be found on the following page.
<
Working for
a cleaner Thames
Thames Waters
approach to metering
Increased metering
Mauris vel lectus. Suspendisse condi
mentum, eros sed commodo congue,
lorem diam egestas mauris, eu blandit
nulla mi semper est. Phasellus ligula.
Proin consequat elementum sem. Ut
metus. Nullam eros. Nullam aliquet.
Donec commodo ipsum ac ante. Fusce
at nibh. Nam eu purus ut tellus tincidunt
tempus. Nunc pede lacus, ultrices at,
ullamcorper sit amet, pulvinar nec,
sapien. In non velit.
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.
>
<
15mm
1
Working for
a cleaner Thames
Investing in Londons
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.
3 (full grid)
3mm
15mm
>
08.10.08 01
Banbury
River Cherwell
Riv
er
L
Oxford
River Tha
Swindon
mes
ee
lne
Important notes:
There should always be a
corporate blue banner at the
bottom of PowerPoint
presentations. It should contain
the presentation title and
Thames Water logo in the
bottom right hand corner.
All information should be aligned
to the left and presented on a
clear background for accessibility.
Do not use clipart. If you need
illustrations, please use our own.
See sections 2.5.1 2.5.4 for
information on our branded
illustration style.
Presentation title
08.10.08
Co
River
Typeface
Main heading:
Verdana bold 42/52pt
Speaker name:
Verdana bold 19pt
Headings:
Verdana bold 32/42pt
Bullet point copy:
Verdana regular 15/20pt
Body copy:
Verdana regular 12/16pt
<
High Wycombe
THAMES VALLEY
Slough
LONDON
Reading
River Kenn
et
Tidworth
Guildford
ey
rW
Rive
THAMES
VALLEY
Water region
Sewerage region boundary
Other water companies
Speaker name
Presentation title
08.10.08 02
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Presentation title
Section four
4.5
Our
uniforms
Thames Water Guidelines
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Black
Dark Grey
Light Blue
White
Light Grey
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4.5.2 Uniform
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A
Thames Water Guidelines
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4.5.3 Uniform
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Sweatshirts available in
black. Dark grey, light grey
and light blue would be
bespoke colours
D
A
Thames Water Guidelines
Section four
4.6
Our
Livery
Thames Water Guidelines
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Section four
4.7
Our
signage
Thames Water Guidelines
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Section four
4.8
Our
advertising
Thames Water Guidelines
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Were proud to
support Capital
Rocks and Help
a London Child
rs, we
on Londone
li
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m
6
or
f
round
er supplier
enty to go
pl
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As the wat
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sure there
tions to com
ra
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or
need to en
f
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children an
for todays
www.thameswater.co.uk
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Engineer a
career with
Thames
Water
Civil Engineers
Mechanical Engineers
Electrical Engineers
Process Engineers
Control and Instrumentation
Engineers
Project Management
Construction Engineers
Computer Aided Design
Geotechnical Surveying
Land Surveying
Quantity Surveying
Cost and Planning
Technical Support
To apply visit
www.thameswater.co.uk/careers
Enquiries t. +44 (0)118 373 8577
Section four
4.9
Our
newsletters
Thames Water Guidelines
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that customers
I have always felt very strongly
ng we do
should be at the heart of everythi
21 February 2008
WALNUT
CHAMPIONS
An interview with
Jill Jones
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CSnews
Are you nervous about the move to Walnut Court One? Have you heard all sorts of
rumours? Talk to our Walnut Champions!
21 February 2008
CSnews
Chris Egan
Julia Murphy
Anne Roughton
In this issue:
Interview with Jill Jones pg2 Performance gures pg2 Q12 spotlight: County-Wide Collections pg2
DG9 customer satisfaction week pg2 Clear desk policy pg2 DG8 task force (part 2) pg2 Walnut Champions pg2
Update from Escalations pg2 Workforce Management interactive software demo pg2
Focus Desk re-branded pg2 IT Service Desk questionnaire pg2 Roy Williamss open letter (Dawn Williamss
father) pg2 London on tap pg2 Agent feedback from new year briengs pg2 The bells of Sales Max pg2
Tracey Gale
21 February 2008
MESSAGE
FROM DAVID
David Owens.
Chief Executive Ofcer
CSnews
21 February 2008
Section four
4.10
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Our
display graphics
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4.10.4 Advertorials
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4.10.5 Advertorials
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Staying
on-brand
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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.
Thames Water Guidelines
Section ve
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