The look was controversial both with critics, online and in print, viewers and ITV bosses who saw the look too vague. This look had one regional ident, Pride which was used before regional programming and also for a time at the 19:00 and 22:30 junctions on Thursdays, with an announcer name checking the regional station on some occasions. These were the last ITV idents to include the region's name onscreen. ITV1 Wales also had a full selection of idents for a time before they began using the standard ITV1 idents with the Wales added on the live television feed during transmission.