Introduced on 13 November 2006, ITV1 began using idents with the theme "alive with colour", and ITV Wales viewers continued to receive modified versions of these idents. However, the ‘Wales’ identifier was now added live to the idents at a predetermined stage in the formup, and were not part of the idents themselves. This is seen most clearly in the first two examples below, ‘Market’ and ‘Beach’. As the era progressed the ‘Wales’ indicator became steadily futher eroded until it remained only on promotions and within the local news.
From July 2007 onwards, the ‘Wales’ identifier moved to the bottom of the screen
From September 2007 onwards, the ‘ITV1’ logo also became larger in size, and some new idents were also introduced.
In the summer of 2009, the ‘Wales’ branding was quietly dropped from idents on ITV1 Wales.
‘Wales’ still featured in all regular break bumpers, however any special or themed bumpers were simply branded ‘ITV1’ across England and Wales
Coinciding with the launch of ITV1 HD, break bumpers used on ITV1 Wales were updated.
ITV1 Wales ident
The only ‘Wales’ branded ident now used (before local programming) is Buildings – replacing Boat.
Until they were dropped in 2011, break bumpers remained the only regularly ‘Wales’ branded element on the station.
Local promos on ITV1 Wales did not update to include the refreshed 2010 logo, nor were they updated when presentational style was changed in 2011.