Anything other than the current design of the Newtown Bypass signs celebrating four industrial pioneers would increase the risk of driver distraction, the Welsh Government has said.

The signage drew criticism from some after they were erected last week, with one campaigner calling for them to be taken down because they have “no impact” to increase interest in Newtown and its heritage.

The Welsh Government provided funding to support Newtown and Llanllwchaiarn Town Council’s plan to name the roundabouts after notable people from Newtown’s past as a benefit to the local community.

The roundabouts of the bypass have been named from, northeast to southwest, Robert Owen, Pryce Pryce-Jones, Laura Ashley and David Davies.

In response to local criticism, the Welsh Government said: “Whilst the type of signage was discussed, the idea that the signage should bear the silhouette of each of the pioneers was not.

“Anything other than what has been delivered would increase the risk of driver distraction on the approach to the roundabouts potentially causing road safety issues.”

Newtown & Llanllwchaiarn Town Council said it was pleased to see the new signs after nearly four years since discussions first began.

In early 2018, councillors made a proposal to the Cabinet Secretary for Economy and Transport to name the bypass itself but it was refused. The public were then asked for their thoughts for naming the roundabouts and bridges in Newtown.

Although the Welsh Government decided against naming the bridges, it continued its commitment for the roundabouts and the town council supported the Welsh Government’s choices.

Ed Humphreys, town clerk, said: “The roundabout name signs are of course highways signs, and therefore highly regulated in style and design, and it’s becoming more common to see such things.

“However, they do more than merely identify; they also offer a signal and symbol to those approaching the town, mapmakers, and others that Newtown and Llanllwchaiarn is an industrious place of industrious people willing to invest in business opportunities.

"Although the installation work is still in progress it’s good to see the signs so far in place.

“The names are likely to raise awareness of what this community can offer to the world, and sit alongside work being undertaken by the town council and other willing stakeholders involved in the town branding.”